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.
Policymakers, public health researchers, and anyone interested in how cannabis legalization affects marketing exposure across the US.
What the researchers found
Cannabis marketing exposure was substantially higher in recreational-legal states compared to medical-only and illegal states, with differences across multiple marketing channels.
Why it 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 numbers in context
187,573 respondents across US states categorized by cannabis legal status — illegal, medical-only, and recreational.
How the study worked
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).
What this study cannot 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.
How to read the evidence
Very large sample with national scope provides strong cross-sectional evidence, though causation cannot be established from survey data alone.
When this study was published
Recent data from the International Cannabis Policy Study reflecting current marketing landscapes across different US legal frameworks.
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.
Questions still open
- Does increased marketing exposure in legal states lead to increased use initiation? Which specific marketing regulations are most effective at reducing exposure?
Common questions
Are people in legal states seeing more cannabis ads?
Does this mean legalization causes more marketing?
Read the original research
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
Citation
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
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