Young adults who saw more cannabis vape product advertising reported higher rates of use and more frequent use.
Cannabis policy regulators, youth health advocates, marketing researchers
Cannabis vape ad exposure associated with 41% higher odds of use among young adults
What the researchers 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.
Why it 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 numbers in context
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 the study worked
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.
What this study cannot 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.
How to read the evidence
Large sample with robust statistical controls, but cross-sectional design limits causal inference.
When this study was published
2025 study using 2024 survey data reflecting the current advertising landscape.
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.
Questions still open
- 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?
Common questions
Do cannabis ads make young people use more?
Where do young adults see cannabis vape ads?
Read the original research
Cannabis vape product advertising exposure is associated with cannabis vape product use and frequency among U.S. Young adults.
Addictive behaviors, 171, 108475
Citation
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
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