Cannabis Advertising Was Associated With 77% Higher Odds of Cannabis Use | Research

The takeaway

Meta-analysis of 21 studies found cannabis advertising exposure associated with 77% higher odds of use, with internet/social media showing the strongest link.

Cannabis regulators; advertising policy researchers; public health officials.

Internet/social media cannabis advertising: 3.38x higher odds of use

What the researchers found

Overall aOR=1.77 (95% CI 1.32-2.30). Internet/social media: aOR=3.38 (1.07-10.66). General advertising: aOR=1.67 (1.27-2.21). Storefront: aOR=1.25 (NS). All studies from US/Canada.

Why it matters

As cannabis markets expand advertising, understanding the use-advertising relationship is critical for regulation.

The numbers in context

21 studies, 10 in meta-analysis. Overall: aOR=1.77. Social media: aOR=3.38. General: aOR=1.67. Storefront: aOR=1.25 (NS). I2=42.3%.

How the study worked

Systematic review and meta-analysis of 21 studies. Random-effects models. 10 cross-sectional studies in pooled analysis.

What this study cannot tell us

Mostly cross-sectional (86%). Only US/Canada. Self-reported. Cannot establish causation.

How to read the evidence

Meta-analysis of mostly cross-sectional studies from two countries.

When this study was published

2026 meta-analysis

The bigger picture

Social media finding is critical given younger demographics are most active online and most vulnerable to cannabis harms.

Questions still open

Should cannabis social media advertising be restricted like tobacco? Would bans reduce use?

Common questions

Does advertising cause cannabis use?

The meta-analysis found a consistent association, but mostly cross-sectional studies cannot prove causation.

Which advertising type had strongest effect?

Internet/social media (3.38x odds). Storefront/sidewalk was not significantly associated.

Read the original research

A systematic review and meta-analysis of self-reported exposure to cannabis advertising and its association with cannabis use and intentions.

Addiction (Abingdon, England)

View on PubMed ↗Publisher’s paper ↗

Citation

McClure-Thomas, Caitlin; Yimer, Tesfa; Strong, Caroline; Sun, Tianze; Hall, Wayne D; Chan, Gary Chung Kai; Connor, Jason P; Leung, Janni. (2026). A systematic review and meta-analysis of self-reported exposure to cannabis advertising and its association with cannabis use and intentions.. Addiction (Abingdon, England). https://doi.org/10.1111/add.70310