Among 2,530 California adolescents, 65.9% had recently noticed at least one tobacco, vape, or cannabis ad, and ad exposure was associated with doubled odds of expecting to use these substances in the future.
People interested in youth substance use prevention, cannabis advertising regulation, and adolescent exposure.
2.1x higher odds of future cannabis use expectations with ad exposure
What the researchers found
Among never-users, advertising exposure was associated with future use expectations for cigarettes (OR 1.7), vapes (OR 2.3), and marijuana (OR 2.1) within one year. Advertising patterns correlated with the source of the ad (gas stations, billboards) rather than the product type. Gas stations were the top source for tobacco/vape ads; billboards led for cannabis.
Why it matters
Advertising exposure in adolescence is a known pathway to substance use initiation. Finding that cannabis ad exposure doubles the odds of teens expecting to use cannabis suggests that advertising restrictions could be an effective prevention strategy.
The numbers in context
N=2,530 adolescents. 65.9% noticed at least one ad. Tobacco ads: 52.5%. Vape ads: 51.5%. Marijuana ads: 45.6%. Among never-users, marijuana ad exposure OR for future use: 2.1 (95% CI: 1.5-3.0).
How the study worked
Cross-sectional analysis of the 2022 Teens, Nicotine, and Tobacco Online Survey (N=2,530) among California adolescents ages 12-17. Principal components analysis examined advertising exposure patterns. Logistic regression assessed associations between ad exposure and use expectations among never-users.
What this study cannot tell us
Cross-sectional design cannot prove advertising causes future use intentions. Self-reported ad recall may be influenced by existing attitudes toward substances. California-specific findings may not generalize to other regulatory environments.
How to read the evidence
Large cross-sectional survey with validated measures and appropriate statistical methods. Limited by self-reported ad recall and inability to establish causation.
When this study was published
Published in 2024 using 2022 survey data from California.
The bigger picture
As cannabis becomes legal in more states, advertising becomes a key policy lever. This data from California, where recreational cannabis is legal, shows that adolescent ad exposure is common and associated with increased intention to use, supporting arguments for advertising restrictions.
Questions still open
- Would restricting cannabis advertising near schools and youth spaces reduce these exposure rates? Do advertising restrictions in other states show lower youth exposure? Does ad exposure translate to actual use initiation, or just intentions?
Common questions
Do cannabis ads affect whether teens plan to use?
Where do teens see cannabis ads most?
Read the original research
Patterns in Tobacco, E-Cigarette, and Cannabis Advertising Exposure Among California Adolescents and Associations With Future Use Expectations.
Substance use & misuse, 59(8), 1240-1248
Citation
Chaffee, Benjamin W; Couch, Elizabeth T; Donaldson, Candice D; Farooq, Omara; Cheng, Nancy F; Ameli, Niloufar; Zhang, Xueying; Gansky, Stuart A. (2024). Patterns in Tobacco, E-Cigarette, and Cannabis Advertising Exposure Among California Adolescents and Associations With Future Use Expectations.. Substance use & misuse, 59(8), 1240-1248. https://doi.org/10.1080/10826084.2024.2330912
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