A study of nearly 100,000 people across 20 legal-cannabis states found that only the most restrictive marketing regulations reduced reported cannabis marketing exposure (from about 62% to 53%), while people under 21 reported the highest exposure rates.
Cannabis policy regulators, public health officials, state legislators
Under-21 group had the highest cannabis marketing exposure at 63%
What the researchers found
States with low and moderate marketing restrictions had similar exposure rates (61.4% and 61.8%). Only the highest-strength restrictions significantly reduced exposure to 53.4% (p = 0.037). Billboard/poster and sports event restrictions were associated with channel-specific reductions. People below the minimum legal age (16-20) reported the highest marketing exposure at 63.0% (p < 0.001).
Why it matters
As more states legalize cannabis, understanding which marketing regulations actually work is essential. This study provides evidence that only comprehensive restrictions make a meaningful difference, and current regulations fail to prevent marketing from reaching young people.
The numbers in context
99,132 respondents; ages 16-65; 2018-2023; 20 states; low restrictions: 61.4% exposure; moderate: 61.8%; highest: 53.4% (p = 0.037); under-21 exposure: 63.0% (p < 0.001)
How the study worked
Repeated cross-sectional surveys from the International Cannabis Policy Study (2018-2023) with 99,132 respondents aged 16-65 across 20 U.S. states with legal recreational cannabis. Marketing restriction strength was measured from regulatory documents. Adjusted mixed effects logistic regression models were used.
What this study cannot tell us
Self-reported marketing exposure may not reflect actual exposure. State regulations changed during the study period. Cannot account for cross-border exposure. "Noticing" marketing may differ from being influenced by it.
How to read the evidence
Strong: large multi-state study with nearly 100,000 respondents over 6 years, systematic regulatory measurement, and appropriate statistical methods.
When this study was published
2026 publication analyzing 2018-2023 survey data across 20 U.S. states.
The bigger picture
This parallels the tobacco experience: half-measures in marketing regulation are largely ineffective. Only comprehensive restrictions produce measurable results, and even then, young people remain disproportionately exposed.
Questions still open
- Would a total ban on cannabis advertising be constitutionally feasible? Do specific marketing channels (social media, in-store) drive youth exposure more than others? Does marketing exposure predict cannabis initiation in young people?
Common questions
Do cannabis marketing restrictions work?
Are young people seeing cannabis marketing?
Read the original research
Cannabis Marketing Restrictions and Exposure to Cannabis Marketing in Legal US Cannabis Markets: Findings From the International Cannabis Policy Study.
Drug and alcohol review, 45(1), e70106
Citation
Winfield-Ward, Lauren; Wadsworth, Elle; Driezen, Pete; Hammond, David. (2026). Cannabis Marketing Restrictions and Exposure to Cannabis Marketing in Legal US Cannabis Markets: Findings From the International Cannabis Policy Study.. Drug and alcohol review, 45(1), e70106. https://doi.org/10.1111/dar.70106