Cannabis Advertising Uses Tobacco Industry Playbook, Review Finds
A review of U.S. cannabis advertising research found the industry uses marketing tactics proven effective for tobacco, with widespread youth exposure and associations with increased use.
Quick Facts
What This Study Found
Cannabis is marketed through price promotions, storefront signage, social media, and billboards using tactics known to increase tobacco use. Youth and adult exposure is common. Several studies found associations between cannabis marketing exposure and cannabis use, though causal evidence remains limited.
Key Numbers
Review covers 22 states with adult-use legalization and 16 additional with medical. Advertising channels include storefront signage, social media, billboards. Youth exposure documented across multiple studies.
How They Did This
Narrative review summarizing research across three domains: content of cannabis advertising, prevalence of exposure, and effects on user perceptions and behavior in the U.S.
Why This Research Matters
The tobacco industry spent decades perfecting marketing techniques that drive product use. Finding these same tactics in cannabis advertising is a red flag for public health, especially regarding youth.
The Bigger Picture
The U.S. has no federal cannabis advertising regulations, and state regulations vary widely. This review provides the evidence base needed to argue for advertising restrictions, particularly those protecting youth.
What This Study Doesn't Tell Us
Narrative review without systematic methodology. Most included studies are correlational. Cannabis advertising landscape is evolving rapidly and varies by state. Limited causal evidence.
Questions This Raises
- ?Should cannabis advertising be regulated like tobacco?
- ?Which specific marketing restrictions would most effectively reduce youth exposure?
- ?Are current state regulations adequate?
Trust & Context
- Key Stat:
- Cannabis marketing uses tobacco-proven tactics; youth exposure is widespread
- Evidence Grade:
- Comprehensive narrative review of a growing evidence base, but most underlying studies are correlational.
- Study Age:
- 2025 review capturing the current U.S. cannabis advertising landscape.
- Original Title:
- A Narrative Review of Research on Cannabis Advertising in the United States.
- Published In:
- Current addiction reports, 12(1), 92 (2025)
- Authors:
- Moran, Meghan Bridgid, Tharmarajah, Saraniya, Czaplicki, Lauren, Thrul, Johannes, Spindle, Tory R, Vandrey, Ryan, Pearson, Jennifer L, Zamarripa, C Austin
- Database ID:
- RTHC-07184
Evidence Hierarchy
Summarizes existing research without a strict systematic method.
What do these levels mean? →Frequently Asked Questions
How is cannabis advertised?
Through many of the same channels and tactics used for tobacco: price promotions, storefront signage, social media, billboards, and unsubstantiated health claims. Youth exposure is documented across multiple channels.
Does cannabis advertising increase use?
Several studies found associations between exposure to cannabis advertising and cannabis use, though studies designed to prove causation are still limited. The pattern mirrors what has been seen with tobacco advertising.
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Cite This Study
https://rethinkthc.com/research/RTHC-07184APA
Moran, Meghan Bridgid; Tharmarajah, Saraniya; Czaplicki, Lauren; Thrul, Johannes; Spindle, Tory R; Vandrey, Ryan; Pearson, Jennifer L; Zamarripa, C Austin. (2025). A Narrative Review of Research on Cannabis Advertising in the United States.. Current addiction reports, 12(1), 92. https://doi.org/10.1007/s40429-025-00703-1
MLA
Moran, Meghan Bridgid, et al. "A Narrative Review of Research on Cannabis Advertising in the United States.." Current addiction reports, 2025. https://doi.org/10.1007/s40429-025-00703-1
RethinkTHC
RethinkTHC Research Database. "A Narrative Review of Research on Cannabis Advertising in th..." RTHC-07184. Retrieved from https://rethinkthc.com/research/moran-2025-a-narrative-review-of
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.