Three-quarters of Oklahoma adults reported past-month cannabis marketing exposure, and greater exposure was associated with more positive attitudes, lower harm perceptions, and increased cannabis use.
Cannabis marketing regulators, public health communicators, policy researchers
74.5% of Oklahoma adults exposed to cannabis marketing in past month
What the researchers found
Among 5,428 Oklahoma adults, 74.5% reported past-month cannabis marketing exposure, with outdoor marketing most prevalent (61.1%). In adjusted models, marketing exposure was associated with current cannabis use, positive attitudes, lower harm perceptions, and greater interest in obtaining a medical cannabis license. These associations held even among non-cannabis users.
Why it matters
Oklahoma has one of the least restrictive cannabis marketing environments in the US. This study provides empirical evidence that such permissive marketing may shape attitudes and behaviors at a population level.
The numbers in context
5,428 adults; 74.5% any marketing exposure; 61.1% outdoor; 46.5% social media; 46.1% Internet; 35.2% print; marketing exposure associated with more cannabis use, more positive attitudes, and lower harm perceptions
How the study worked
Cross-sectional survey of 5,428 Oklahoma adults aged 18+. Assessed exposure to four types of cannabis marketing (outdoor, social media, print, Internet) and associations with attitudes, harm perceptions, license interest, and use behavior using adjusted regression models.
What this study cannot tell us
Cross-sectional design cannot determine if marketing causes attitude change or if favorable attitudes lead to noticing more marketing. Self-reported exposure may not be accurate. Oklahoma-specific findings may not generalize.
How to read the evidence
Large survey with adjusted models assessing multiple marketing types, though cross-sectional design cannot establish causation.
When this study was published
Published 2023
The bigger picture
As states debate cannabis advertising regulations, evidence that marketing exposure shifts attitudes even among non-users suggests a need for balanced public health messaging to counteract industry marketing.
Questions still open
- Would restricting outdoor cannabis advertising reduce use initiation? Do marketing effects differ for medical versus recreational messaging?
Common questions
Does cannabis marketing affect attitudes and use?
How widespread is cannabis marketing exposure?
Read the original research
Seeing is believing: How cannabis marketing exposure is associated with cannabis use attitudes and behavior in a permissive medical cannabis policy environment.
The American journal on addictions, 32(4), 333-342
Citation
Cohn, Amy M; Alexander, Adam C; Ehlke, Sarah J; Smith, Michael A; Lowery, Bryce; McQuoid, Julia; Kendzor, Darla E. (2023). Seeing is believing: How cannabis marketing exposure is associated with cannabis use attitudes and behavior in a permissive medical cannabis policy environment.. The American journal on addictions, 32(4), 333-342. https://doi.org/10.1111/ajad.13390