Concerns Rise as Marijuana Advertising Targets Youth on Social Media

Recent findings reveal that marijuana advertisements are increasingly reaching children and teenagers through social media platforms. A significant gap in existing regulations has allowed these ads to circumvent restrictions intended to protect young audiences.

While the federal Controlled Substances Act prohibits the advertisement of marijuana across state lines and on federal airwaves, these limitations have not extended fully to social media. Alisa Padon, research director at the Prevention Policy Group, emphasizes that businesses can create their own pages and share ads that appeal to young users. Many youths are bypassing age restrictions, engaging with these posts, and sharing them among peers, potentially increasing their curiosity and desire to use cannabis.

A recent survey indicates a worrying trend in cannabis use among adolescents. Approximately 7% of eighth graders, 16% of tenth graders, and 26% of twelfth graders reported having used marijuana in the past year. Experts caution that early exposure to cannabis can heighten the risk of addiction. Furthermore, early use is associated with negative impacts on memory and cognitive development, particularly during critical growth periods.

Dr. Megan Moreno, an expert in pediatric medicine, notes that the influence of marijuana advertising is particularly concerning because it mirrors tactics previously used by the alcohol and tobacco industries. The marketing strategies employed by cannabis companies often feature young, attractive employees--referred to as 'budtenders'--and utilize vibrant colors and appealing flavors to draw in youth.

Research conducted in states such as Alaska, Colorado, Oregon, and Washington has shown that cannabis marketing tactics are strikingly similar to those used for alcohol and e-cigarettes. Advertisements frequently associate cannabis with youth culture, sports, and outdoor activities, which resonate strongly with adolescents as they seek to establish their identities.

The National Cannabis Industry Association (NCIA) has responded to these concerns by stating that its members support reasonable advertising restrictions aimed at preventing the targeting of minors. The organization is committed to collaborating with regulators and policymakers to develop advertising practices that prioritize public health.

Despite the legalization of marijuana in numerous states, there has been an uptick in cannabis-related health issues. Reports show that daily marijuana use among adults in California has tripled over the last ten years, while the use of cannabis during pregnancy has also seen a significant rise. Additionally, emergency room visits related to cannabis consumption among older adults increased by 70% from 2015 to 2019.

Particularly alarming is the rise in accidental ingestion of cannabis edibles by young children. Many edible products are designed to resemble candy, leading to increased cases of accidental consumption. Calls to poison control centers regarding young children ingesting tetrahydrocannabinol (THC) edibles have surged by an astonishing 1,375% over four years.

In response to these challenges, some municipalities have opted to increase marijuana taxes, directing funds toward youth prevention programs aimed at combating these trends. Experts believe that higher prices for marijuana can deter young people from purchasing it, and they advocate for the allocation of tax revenue to support community youth services and prevention initiatives.