Among 9,024 American adolescents, marijuana advertising exposure was positively associated with past-year use, but perceived ease of access and older age were much stronger predictors.
Public health officials designing prevention programs, policymakers considering cannabis advertising regulations, and researchers studying adolescent substance use.
Perceived access was a stronger predictor of teen use than ad exposure
What the researchers found
Perceived ease of access and age were both significantly larger predictors of past-year marijuana use than ad exposure. Both factors also amplified the ad-to-use relationship: older teens who perceived marijuana as easy to get were most influenced by advertising. Male adolescents were more affected by perceived availability than females.
Why it matters
As cannabis advertising increases with legalization, understanding what actually drives teen use is critical. This study suggests reducing perceived availability may be more impactful than restricting advertising alone.
The numbers in context
9,024 adolescents surveyed. Ad exposure positively associated with use (95% CI [0.03, 0.14]). Perceived ease of access had a much larger effect (95% CI [0.18, 0.22]). Age also stronger (95% CI [0.16, 0.27]). Significant three-way interaction between all three factors.
How the study worked
Secondary analysis of national survey data from 9,024 American adolescents using hierarchical regression. Examined main effects and interactions of ad exposure, perceived ease of access, age, and gender on past-year marijuana use.
What this study cannot tell us
Cross-sectional survey cannot establish causation. Self-reported marijuana use and ad exposure are subject to recall bias. "Perceived ease of access" may reflect actual access or attitudes toward use.
How to read the evidence
Large national sample with appropriate statistical modeling, but cross-sectional design limits causal conclusions.
When this study was published
2020 analysis of national survey data. Relevant to ongoing debates about cannabis advertising regulation.
The bigger picture
Prevention efforts often focus on regulating advertising, but this data suggests that how available teens perceive marijuana to be may matter more. Interventions targeting perceived access could complement advertising restrictions.
Questions still open
- Would restricting marijuana advertising reduce teen use, or would access-focused interventions be more effective? How does perceived ease of access change after state-level legalization? Are there age-specific windows when advertising is most influential?
Common questions
Does marijuana advertising cause teens to use marijuana?
Were there gender differences?
Read the original research
Perceived Ease of Access and Age Attenuate the Association Between Marijuana Ad Exposure and Marijuana Use in Adolescents.
Health education & behavior : the official publication of the Society for Public Health Education, 47(2), 311-320
Citation
Turel, Ofir. (2020). Perceived Ease of Access and Age Attenuate the Association Between Marijuana Ad Exposure and Marijuana Use in Adolescents.. Health education & behavior : the official publication of the Society for Public Health Education, 47(2), 311-320. https://doi.org/10.1177/1090198119894707
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