How Cannabis Marketing Exposure Differs Across US States With Different Laws
People in states with legal recreational cannabis report significantly more marketing exposure than those in medical-only or illegal states, based on data from nearly 188,000 respondents.
Quick Facts
What This Study Found
Cannabis marketing exposure was substantially higher in recreational-legal states compared to medical-only and illegal states, with differences across multiple marketing channels.
Key Numbers
187,573 respondents across US states categorized by cannabis legal status — illegal, medical-only, and recreational.
How They Did This
National repeat cross-sectional survey data from the International Cannabis Policy Study, analyzing marketing exposure across US states with different cannabis legal frameworks (187,573 respondents).
Why This Research Matters
Cannabis marketing shapes public perception and use patterns. Understanding how legalization status affects marketing exposure helps policymakers craft regulations that balance commercial interests with public health.
The Bigger Picture
As more states legalize cannabis, marketing exposure is likely to increase nationally. This large dataset provides a baseline for tracking whether marketing regulations effectively limit youth and public exposure.
What This Study Doesn't Tell Us
Cross-sectional design cannot establish causation. Self-reported marketing exposure may undercount passive exposure. State categories are broad and don't capture local variation in enforcement.
Questions This Raises
- ?Does increased marketing exposure in legal states lead to increased use initiation?
- ?Which specific marketing regulations are most effective at reducing exposure?
Trust & Context
- Key Stat:
- Evidence Grade:
- Very large sample with national scope provides strong cross-sectional evidence, though causation cannot be established from survey data alone.
- Study Age:
- Recent data from the International Cannabis Policy Study reflecting current marketing landscapes across different US legal frameworks.
- Original Title:
- Exposure to cannabis marketing in the United States and differences by cannabis laws: Findings from the International Cannabis Policy Study.
- Published In:
- Drug and alcohol dependence, 274, 112787 (2025)
- Authors:
- Winfield-Ward, Lauren(2), Wadsworth, Elle(11), Driezen, Pete(7), Rynard, Vicki L, Hammond, David
- Database ID:
- RTHC-07957
Evidence Hierarchy
A snapshot of a population at one point in time.
What do these levels mean? →Frequently Asked Questions
Are people in legal states seeing more cannabis ads?
Yes — respondents in states with legal recreational cannabis reported significantly more exposure to cannabis marketing across multiple channels compared to those in medical-only or illegal states.
Does this mean legalization causes more marketing?
The study shows a strong association but cannot prove causation. However, it's logical that legal commercial markets generate more marketing activity than restricted or illegal ones.
Read More on RethinkTHC
Cite This Study
https://rethinkthc.com/research/RTHC-07957APA
Winfield-Ward, Lauren; Wadsworth, Elle; Driezen, Pete; Rynard, Vicki L; Hammond, David. (2025). Exposure to cannabis marketing in the United States and differences by cannabis laws: Findings from the International Cannabis Policy Study.. Drug and alcohol dependence, 274, 112787. https://doi.org/10.1016/j.drugalcdep.2025.112787
MLA
Winfield-Ward, Lauren, et al. "Exposure to cannabis marketing in the United States and differences by cannabis laws: Findings from the International Cannabis Policy Study.." Drug and alcohol dependence, 2025. https://doi.org/10.1016/j.drugalcdep.2025.112787
RethinkTHC
RethinkTHC Research Database. "Exposure to cannabis marketing in the United States and diff..." RTHC-07957. Retrieved from https://rethinkthc.com/research/winfield-ward-2025-exposure-to-cannabis-marketing
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.