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Drug Alcohol Depend. 2019 Sep 4;204:107548. doi: 10.1016/j.drugalcdep.2019.107548. [Epub ahead of print]

Active cannabis marketing and adolescent past-year cannabis use.

Author information

1
Alcohol Research Group, Public Health Institute, 6001 Shellmound St., Suite 450 Emeryville, CA, 94608, USA; Boston University School of Public Health, Department of Health Law, Policy, and Management, 715 Albany St., Boston, MA, 02118, USA. Electronic address: ptrang@email.unc.edu.
2
Department of Health Promotion and Policy, University of Massachusetts Amherst School of Public Health and Health Sciences, 338 Arnold House, 715 North Pleasant Street, Amherst, MA, 01003, USA. Electronic address: jmw@umass.edu.
3
Department of Pediatrics, University of Wisconsin - Madison School of Medicine and Public Health, 600 Highland Ave, Madison, WI, 53792, USA. Electronic address: mcjenkins@wisc.edu.
4
Boston University School of Public Health, Department of Health Law, Policy, and Management, 715 Albany St., Boston, MA, 02118, USA. Electronic address: dhjern@bu.edu.
5
Department of Pediatrics, University of Wisconsin - Madison School of Medicine and Public Health, 600 Highland Ave, Madison, WI, 53792, USA. Electronic address: moreno@wisc.edu.

Abstract

METHODS:

Data are from an online survey of 482 adolescents (aged 15-19 years) living in states with legalized retail cannabis. Youth were asked about their engagement with cannabis promotions, including whether they liked/followed cannabis businesses on social media (Facebook, Twitter, and Instagram), had a favorite cannabis brand, or could see themselves owning/wearing a cannabis-branded product. Youth also self-reported cannabis use in the past year. We used logistic regression with a Bonferroni correction to compare the odds of cannabis use among youth with different levels of engagement with cannabis promotions and brands after controlling for demographics.

RESULTS:

After adjusting for several possible confounders, youth who liked or followed a cannabis business on at least one social media platform had 5 times higher odds of past-year cannabis use (aOR = 5.00, 95% CI: 2.47, 10.09, p < 0.001). Youth who thought it was likely that they would own or wear cannabis-branded merchandise (aOR = 6.93, 95% CI: 4.45, 10.78, p < 0.001) or who had a favorite cannabis brand (aOR = 7.98, 95% CI: 4.90, 13.00, p < 0.001) had nearly 8 times greater odds of past-year cannabis use.

CONCLUSION:

Youth who engage with cannabis promotions and brands had higher odds of past-year cannabis use. Jurisdictions with retail cannabis may want to consider restrictions to limit youth engagement with cannabis promotions.

KEYWORDS:

Adolescence; Cannabis; Marijuana; Marketing; Social media

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