YouTube Videos Portray Delta-8 THC as a Legal, Milder Cannabis Alternative | Research

The takeaway

An analysis of 47 YouTube videos found that content creators portrayed Delta-8 THC as federally legal, easily accessible, and producing a milder high than traditional cannabis, with few videos age-restricted.

Social media policy researchers, cannabis regulators, public health communicators addressing Delta-8.

Few YouTube videos about Delta-8 THC were age-restricted despite discussing psychoactive effects

What the researchers found

Four themes emerged: reasons to use (legal status, accessibility, psychoactive effects described as milder and more euphoric), how to use, effects of using, and safety/harm reduction. Creators noted product quality varies by purchase location, with online favored over gas stations. Few videos were age-restricted despite discussing psychoactive substance use.

Why it matters

YouTube is the world's second-most visited website, and Delta-8 THC content reaches audiences including minors without age restrictions. The portrayal of Delta-8 as a legal cannabis loophole raises public health concerns about unregulated intoxicating products.

The numbers in context

47 videos analyzed; 4 overarching themes; few videos were age-restricted; Delta-8 described as legal, milder, euphoric; online purchases favored over gas station purchases.

How the study worked

Qualitative study analyzing 47 unique YouTube videos identified by searching "Delta 8" and "Delta-8" in 2022, using combined inductive and deductive coding with team consensus.

What this study cannot tell us

Small sample of 47 videos from a single search in 2022. YouTube content changes rapidly and may not reflect current landscape. Cannot measure actual viewer impact on behavior. Qualitative analysis subject to researcher interpretation.

How to read the evidence

Preliminary: Small qualitative sample (47 videos) from a single platform and search timepoint.

When this study was published

Published in 2025 with 2022 data collection.

The bigger picture

Delta-8 THC emerged from a regulatory gap in the 2018 Farm Bill that defined hemp as cannabis with less than 0.3% Delta-9 THC. YouTube content promoting these products illustrates how social media can normalize unregulated intoxicants before regulators can respond.

Questions still open

Have YouTube policies changed to restrict Delta-8 content since this study? What is the actual health impact of Delta-8 THC compared to Delta-9? How should social media platforms handle content about legal-but-unregulated intoxicants?

Common questions

What is Delta-8 THC?

Delta-8 THC is a naturally occurring but typically minor cannabinoid that produces psychoactive effects similar to but reportedly milder than Delta-9 THC (the primary psychoactive compound in cannabis). It gained popularity after the 2018 Farm Bill created a regulatory gray area.

Is Delta-8 THC actually legal?

Its legal status is disputed. The 2018 Farm Bill legalized hemp with less than 0.3% Delta-9 THC, and some retailers claim this covers Delta-8 products. However, many states have moved to restrict or ban Delta-8, and the FDA has not approved it for any use.

Read the original research

Portrayal of Delta-8 Tetrahydrocannabinol (THC) on YouTube.

Substance use & misuse, 60(6), 811-817

View on PubMed ↗Publisher’s paper ↗

Citation

Olsson, Sofia E; Sekhon, Vishaldeep K; LoParco, Cassidy R; Yockey, R Andrew; Greene, Kaylin M; Henry, Doug; Rossheim, Matthew E. (2025). Portrayal of Delta-8 Tetrahydrocannabinol (THC) on YouTube.. Substance use & misuse, 60(6), 811-817. https://doi.org/10.1080/10826084.2025.2454651