Cannabis Vape Ads Linked to More Vaping Among Young Adults
Young adults who saw more cannabis vape product advertising reported higher rates of use and more frequent use.
Quick Facts
What This Study Found
Exposure to cannabis vape product (CVP) ads, higher frequency of ad exposure, and exposure across more advertising channels were all significantly associated with both CVP use and use frequency among 2,204 young adults. Social media was the most common ad channel.
Key Numbers
n=2,204 young adults. Ad exposure AOR=1.41 (p=0.001). Frequency of exposure AOR=1.17 per unit (p<0.001). Number of channels AOR=1.08 per channel (p<0.001). Social media was the top ad channel.
How They Did This
Web-based survey of 2,204 U.S. young adults (ages 18-30) with multivariable regression analyzing associations between CVP ad exposure and use behaviors.
Why This Research Matters
Cannabis vaping has surged among young adults, and this study identifies advertising exposure as a significant correlate of use, raising questions about advertising regulation in legal markets.
The Bigger Picture
Just as tobacco advertising was found to drive tobacco use, cannabis product advertising may be shaping use patterns among young adults. Current advertising regulations for cannabis products vary widely and are often less restrictive than tobacco rules.
What This Study Doesn't Tell Us
Cross-sectional design cannot determine if ads cause use or if users simply notice more ads. Purposive sampling may not represent all young adults. Self-reported ad exposure is subjective.
Questions This Raises
- ?Would stricter cannabis advertising regulations reduce youth vaping rates?
- ?How effective are current platform-level ad restrictions on social media?
- ?Do certain ad formats drive use more than others?
Trust & Context
- Key Stat:
- Cannabis vape ad exposure associated with 41% higher odds of use among young adults
- Evidence Grade:
- Large sample with robust statistical controls, but cross-sectional design limits causal inference.
- Study Age:
- 2025 study using 2024 survey data reflecting the current advertising landscape.
- Original Title:
- Cannabis vape product advertising exposure is associated with cannabis vape product use and frequency among U.S. Young adults.
- Published In:
- Addictive behaviors, 171, 108475 (2025)
- Authors:
- Meng, Siyan(3), Capria, Kathryn La, Stafford, Marla Royne, Yang, Cui, Padon, Alisa A, Jackson, Kristina, Chen-Sankey, Julia
- Database ID:
- RTHC-07121
Evidence Hierarchy
A snapshot of a population at one point in time.
What do these levels mean? →Frequently Asked Questions
Do cannabis ads make young people use more?
This study found a significant association between cannabis vape ad exposure and use among young adults, but cannot definitively prove ads cause use. The pattern mirrors findings from tobacco advertising research.
Where do young adults see cannabis vape ads?
Social media was the most common channel, followed by retail locations, email/text messages, TV/radio, and bars/nightclubs.
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Cite This Study
https://rethinkthc.com/research/RTHC-07121APA
Meng, Siyan; Capria, Kathryn La; Stafford, Marla Royne; Yang, Cui; Padon, Alisa A; Jackson, Kristina; Chen-Sankey, Julia. (2025). Cannabis vape product advertising exposure is associated with cannabis vape product use and frequency among U.S. Young adults.. Addictive behaviors, 171, 108475. https://doi.org/10.1016/j.addbeh.2025.108475
MLA
Meng, Siyan, et al. "Cannabis vape product advertising exposure is associated with cannabis vape product use and frequency among U.S. Young adults.." Addictive behaviors, 2025. https://doi.org/10.1016/j.addbeh.2025.108475
RethinkTHC
RethinkTHC Research Database. "Cannabis vape product advertising exposure is associated wit..." RTHC-07121. Retrieved from https://rethinkthc.com/research/meng-2025-cannabis-vape-product-advertising
Access the Original Study
Study data sourced from PubMed, a service of the U.S. National Library of Medicine, National Institutes of Health.
This study breakdown was produced by the RethinkTHC research team. We analyze and report published research findings without making health recommendations. All interpretations are based solely on the published abstract and study data.