Specific Cannabis Ad Features Make Youth More Interested in Using | Research

The takeaway

In an experiment with 409 California youth, cannabis ads featuring illustrations, food references, and depictions of positive sensations significantly increased adolescent interest in cannabis use.

Policymakers working on cannabis advertising regulation, public health advocates, parents of teens in legal cannabis states

Multiple ad features increased youth interest, and none are currently restricted

What the researchers found

Several ad features significantly increased youth interest in cannabis: illustrations, clear product descriptions, food or flavor references, depictions of positive sensations, adventure imagery, psychoactive effects, and references to heavy consumption. None of these features are currently restricted in California or other legal cannabis states.

Why it matters

California has the world's largest regulated cannabis market but its restrictions on youth-appealing ad content are vague. This experiment identifies specific, measurable ad features that increase youth interest, providing concrete targets for marketing regulation.

The numbers in context

N=409 youth, ages 16-20, all living in California and susceptible to future cannabis use. Features tested: illustration, product descriptions, food/flavor references, positive sensations, adventure, psychoactive effects, heavy consumption references. All significantly associated with increased youth interest.

How the study worked

Online experiment with 409 youth aged 16-20 in California who were susceptible to future cannabis use. Participants were randomly assigned to view cannabis ads with and without features previously shown to appeal to adolescents, then answered questions about attitudes and interest in use.

What this study cannot tell us

Online experiment with youth already susceptible to cannabis use, which may overestimate effects compared to the general youth population. Measured interest and attitudes rather than actual behavior. Limited to California.

How to read the evidence

Moderate evidence from a randomized experimental design, though measuring attitudes rather than behavior and using a susceptibility-selected sample.

When this study was published

2025 study examining current cannabis advertising practices in California.

The bigger picture

Alcohol and tobacco marketing regulations were shaped by decades of research identifying specific ad features that appeal to youth. Cannabis marketing regulation is still in its infancy, and studies like this provide the evidence base needed to write more effective and specific restrictions.

Questions still open

Would restricting these specific ad features reduce youth cannabis initiation? How does exposure to cannabis advertising on social media compare to traditional advertising? Do these effects differ by age within the 16-20 range?

Common questions

Which ad features most appealed to youth?

Illustrations, clear product descriptions, food or flavor references, depictions of positive sensations, adventure imagery, references to psychoactive effects, and references to heavy consumption all significantly increased youth interest in cannabis.

Are these features currently banned?

No. None of the features identified as increasing youth interest are restricted in California or other U.S. states with legal cannabis retail.

Read the original research

Characteristics and effects of cannabis advertisements with appeal to youth in California.

The International journal on drug policy, 137, 104718

View on PubMed ↗Publisher’s paper ↗

Citation

Padon, Alisa A; Ghahremani, Dara G; Simard, Bethany; Soroosh, Aurash J; Silver, Lynn D. (2025). Characteristics and effects of cannabis advertisements with appeal to youth in California.. The International journal on drug policy, 137, 104718. https://doi.org/10.1016/j.drugpo.2025.104718