Almost All CBD Retailers in This Study Displayed Ads with Unapproved Health Claims | Research

The takeaway

In a pilot study of 13 North Carolina CBD retailers, 92.3% displayed advertisements with unapproved health claims, most commonly promoting CBD for stress/anxiety, arthritis, and pain.

CBD consumers, regulators overseeing CBD products, public health officials

92.3% of CBD retailers displayed unapproved health claims

What the researchers found

All 13 CBD retailers displayed advertisements containing either misleading product descriptors or unapproved health claims. Nearly all (92.3%) made unapproved health claims. Over 40% of advertisements promoted CBD for specific health conditions: stress/anxiety (29.8%), arthritis/inflammation (28.7%), and pain (26.6%). Common descriptors included "full-spectrum" (10.6%), "natural" (6.4%), and "pure" (4.3%).

Why it matters

CBD products are widely available but loosely regulated. This study documents that nearly all retailers make health claims that have not been approved by the FDA, potentially misleading consumers into replacing evidence-based treatments with CBD.

The numbers in context

13 retailers assessed. 92.3% displayed unapproved health claims. 84.6% used product descriptors. Health claims: stress/anxiety 29.8%, arthritis/inflammation 28.7%, pain 26.6%. Descriptors: "full-spectrum" 10.6%, "natural" 6.4%, "pure" 4.3%.

How the study worked

Pilot study in which two trained data collectors assessed CBD advertisements in 13 brick-and-mortar retailers in North Carolina in November 2020. Advertisements were photographed and content analyzed for product descriptors and health claims.

What this study cannot tell us

Very small pilot study (13 retailers) in urban North Carolina, limiting generalizability. Data collected in November 2020, and the CBD retail landscape may have changed. Did not assess whether consumers were influenced by the claims.

How to read the evidence

Preliminary evidence from a very small pilot study of 13 retailers in a single geographic area.

When this study was published

2025 publication based on data collected in November 2020.

The bigger picture

The gap between CBD marketing and the actual evidence base is well-documented, but this is among the first studies to systematically document what consumers actually encounter in physical retail environments. The prevalence of unapproved health claims highlights the regulatory void in which CBD products are sold.

Questions still open

Do consumers actually change their health behaviors based on CBD retail advertising? How do online CBD marketing claims compare to brick-and-mortar advertising? Would FDA enforcement actions reduce the prevalence of unapproved claims?

Common questions

Are CBD health claims in stores accurate?

In this study, 92.3% of CBD retailers displayed advertisements with health claims that have not been approved by the FDA. The most common claims were for stress/anxiety relief, arthritis/inflammation, and pain management.

What do terms like "full-spectrum" mean on CBD labels?

Terms like "full-spectrum," "natural," and "pure" are product descriptors that may convey a sense of safety or quality, but they are not regulated terms with standardized definitions in the CBD industry.

Read the original research

Advertising Among Cannabidiol (CBD) Retailers in North Carolina: A Pilot Study.

North Carolina medical journal, 86(1), 64-68

View on PubMed ↗Publisher’s paper ↗

Citation

Parker, Renee; Horton, Olivia; Wagoner, Kimberly G. (2025). Advertising Among Cannabidiol (CBD) Retailers in North Carolina: A Pilot Study.. North Carolina medical journal, 86(1), 64-68. https://doi.org/10.18043/001c.137181