Specific Cannabis Ad Features Make Youth More Interested in Using
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.
Quick Facts
What This Study 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.
Key Numbers
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 They Did This
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.
Why This Research 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 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.
What This Study Doesn't 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.
Questions This Raises
- ?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?
Trust & Context
- Key Stat:
- Multiple ad features increased youth interest, and none are currently restricted
- Evidence Grade:
- Moderate evidence from a randomized experimental design, though measuring attitudes rather than behavior and using a susceptibility-selected sample.
- Study Age:
- 2025 study examining current cannabis advertising practices in California.
- Original Title:
- Characteristics and effects of cannabis advertisements with appeal to youth in California.
- Published In:
- The International journal on drug policy, 137, 104718 (2025)
- Authors:
- Padon, Alisa A(11), Ghahremani, Dara G(4), Simard, Bethany, Soroosh, Aurash J, Silver, Lynn D
- Database ID:
- RTHC-07296
Evidence Hierarchy
Participants are randomly assigned to treatment or placebo groups to test cause and effect.
What do these levels mean? →Frequently Asked 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.
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Cite This Study
https://rethinkthc.com/research/RTHC-07296APA
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
MLA
Padon, Alisa A, et al. "Characteristics and effects of cannabis advertisements with appeal to youth in California.." The International journal on drug policy, 2025. https://doi.org/10.1016/j.drugpo.2025.104718
RethinkTHC
RethinkTHC Research Database. "Characteristics and effects of cannabis advertisements with ..." RTHC-07296. Retrieved from https://rethinkthc.com/research/padon-2025-characteristics-and-effects-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.