A study of outdoor medical cannabis advertising in Oklahoma found variable regulatory compliance and social messaging that could influence public attitudes toward cannabis.
Cannabis regulators, public health officials, advertising researchers, and cannabis industry marketers.
Variable complianceOklahoma medical cannabis billboards showed inconsistent adherence to advertising regulations
What the researchers found
Analysis of medical cannabis billboard content in Oklahoma revealed inconsistent regulatory compliance and diverse social messaging strategies, with advertising potentially normalizing cannabis use and shaping public attitudes.
Why it matters
As medical cannabis advertising becomes ubiquitous, understanding billboard content and compliance helps regulators protect public health while allowing legitimate business advertising.
The numbers in context
Medical cannabis currently dominates the US cannabis advertising landscape, with the public increasingly exposed to outdoor advertising.
How the study worked
Content analysis of outdoor medical cannabis billboard advertising in Oklahoma examining regulatory compliance and social messaging themes.
Who was studied
Outdoor medical cannabis billboard advertisements in Oklahoma.
What this study cannot tell us
Single-state study in Oklahoma which has a particularly large medical cannabis market; billboard content changes rapidly; analysis captures a point-in-time snapshot.
How to read the evidence
Content analysis provides descriptive data on advertising practices; cannot measure effects on behavior.
When this study was published
Recent study capturing early cannabis advertising landscape.
The bigger picture
Cannabis advertising regulation is in its infancy compared to tobacco and alcohol, and understanding current practices helps develop evidence-based advertising policies.
Replication
Among the first systematic analyses of cannabis billboard content; Oklahoma provides a unique case study.
Funding
Not specified
Conflicts of interest
Not specified
Questions still open
- Do cannabis billboards increase use initiation?
- What advertising restrictions are most effective?
- How does Oklahoma compare to other medical cannabis states?
Read the original research
Outdoor Medical Cannabis Advertising in Oklahoma: Examining Regulatory Compliance and Social Meanings in Billboard Content.
Substance use & misuse, 58(11), 1425-1437
Citation
McQuoid, Julia; Lowery, Bryce C; Wright, LaNita S; Cohn, Amy M. (2023). Outdoor Medical Cannabis Advertising in Oklahoma: Examining Regulatory Compliance and Social Meanings in Billboard Content.. Substance use & misuse, 58(11), 1425-1437. https://doi.org/10.1080/10826084.2023.2223299