Black, Hispanic, transgender, and sexual minority young adults perceived more unfair cannabis law enforcement and greater industry targeting, with intersectional identities amplifying these disparities.
Cannabis equity policymakers, public health equity researchers, cannabis marketing regulators
What the researchers found
Black, Hispanic, transgender, nonbinary, and sexual minority individuals perceived more unfair cannabis possession treatment. Black and Hispanic individuals had more exposure to cannabis ads and risk information. Intersectional effects were strong: Black transgender and Black sexual minority individuals showed particularly pronounced perceptions of unfair possession treatment.
Why it matters
Cannabis legalization hasn't eliminated racial and gender disparities — it may have reshaped them through marketing. Understanding who is disproportionately targeted by industry advertising and law enforcement helps design more equitable cannabis policies.
The numbers in context
4,031 participants. Black transgender individuals showed particularly strong perceptions of unfair possession treatment (slope=-0.60). Black sexual minority individuals also showed amplified effects (slope=-0.18). Black individuals had more cannabis ad exposure, perceived more targeted marketing.
How the study worked
Online survey of 4,031 US young adults (18-34) recruited via Facebook in 2023. Multivariable linear regressions examined gender, sexual orientation, race, and ethnicity across five outcomes related to cannabis law enforcement and marketing perceptions, including moderation analyses.
What this study cannot tell us
Facebook recruitment may not be fully representative. Self-reported perceptions may not accurately reflect actual marketing or enforcement patterns. Cross-sectional design limits causal inference. Social desirability may affect reporting.
How to read the evidence
Large sample with intersectional analysis using validated measures, limited by Facebook recruitment and self-reported perceptions.
When this study was published
Published 2026 using 2023 survey data.
The bigger picture
The cannabis industry's marketing practices may be creating new health disparities even as legalization reduces old ones. The intersection of race, gender identity, and sexuality creates compounding effects that single-identity analyses would miss.
Questions still open
- Should cannabis marketing regulations explicitly address equity? Are industry targeting practices intentional or incidental? How do marketing disparities translate to actual use patterns and health outcomes?
Common questions
Are cannabis companies targeting minority communities?
Has cannabis legalization eliminated racial disparities?
Read the original research
Disparities in Exposure to Cannabis Marketing and Perceptions of Inequalities in Possession Treatment: Differences Across Intersections of Sociodemographic Subgroups.
Journal of racial and ethnic health disparities
Citation
LoParco, Cassidy R; Romm, Katelyn F; Cui, Yuxian; Cavazos-Rehg, Patricia A; Berg, Carla J. (2026). Disparities in Exposure to Cannabis Marketing and Perceptions of Inequalities in Possession Treatment: Differences Across Intersections of Sociodemographic Subgroups.. Journal of racial and ethnic health disparities. https://doi.org/10.1007/s40615-026-02866-7