An analysis of four major US cannabis companies found 399 unique ads with nearly $500,000 in spending, primarily through online display ads placed on news and weather websites.
Policymakers considering cannabis advertising regulations and public health professionals monitoring cannabis marketing.
$488,617 spent across 1,171 ad placements, with news/weather sites as the top channel
What the researchers found
Four cannabis companies produced 399 unique ads with 1,171 placements totaling $488,617. Online displays were the dominant channel (69.2% of placements, 45.8% of spending). News/weather sites were the primary ad placement source (36.3% of placements). Ad headlines most often emphasized product type (40.1%). GIFs were the most common visual strategy (63.6% of placements). Companies used notably different marketing strategies.
Why it matters
Cannabis advertising exposure is associated with cannabis use and positive attitudes toward use. Understanding how cannabis companies market their products is essential for developing regulations that protect consumers, particularly youth, from potentially harmful advertising.
The numbers in context
399 unique ads, 1,171 placements, $488,617 total spending. Cresco: 52.4% of placements, 63.4% of spending. Online displays: 69.2% of placements. News/weather placement: 36.3%. Product type headlines: 40.1%. GIF visuals: 63.6%.
How the study worked
Descriptive analysis of 2020-2021 Vivvix advertising data from four US cannabis companies (Cresco, Mindy's, MedMen, Uncle Ike's). Examined ad characteristics, content, and placement patterns.
What this study cannot tell us
Only four companies analyzed. Data from 2020-2021 may not reflect current strategies. Vivvix may not capture all advertising channels, especially social media and influencer marketing. Does not measure consumer exposure or impact.
How to read the evidence
Preliminary: descriptive analysis of four companies over one period, providing useful but limited snapshot of a rapidly evolving market.
When this study was published
2025 study using 2020-2021 advertising data.
The bigger picture
As the cannabis industry matures, its marketing is becoming more sophisticated. This study provides a baseline for understanding cannabis advertising patterns and can inform regulatory discussions about restricting advertising channels and content.
Questions still open
- Are cannabis ads reaching youth through these channels? How has cannabis marketing evolved since legalization expanded? Would advertising restrictions reduce cannabis use initiation?
Common questions
Where are cannabis ads most commonly placed?
What do cannabis ads typically promote?
Read the original research
Cannabis Marketing Strategies in the United States: A Descriptive Analysis of Four Prominent Companies.
Substance use & addiction journal, 46(3), 601-611
Citation
LoParco, Cassidy R; Cui, Yuxian; McCready, Darcey M; Rossheim, Matthew E; Chen-Sankey, Julia; Howlader, Afrah; Fergnani, Anna; Mumin, Deqa; Burris, Scott; Berg, Carla J. (2025). Cannabis Marketing Strategies in the United States: A Descriptive Analysis of Four Prominent Companies.. Substance use & addiction journal, 46(3), 601-611. https://doi.org/10.1177/29767342251313860