Only the strongest cannabis marketing restrictions actually reduced exposure, and young people saw the most marketing
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.
Quick Facts
What This Study 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).
Key Numbers
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 They Did This
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.
Why This Research 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 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.
What This Study Doesn't 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.
Questions This Raises
- ?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?
Trust & Context
- Key Stat:
- Under-21 group had the highest cannabis marketing exposure at 63%
- Evidence Grade:
- Strong: large multi-state study with nearly 100,000 respondents over 6 years, systematic regulatory measurement, and appropriate statistical methods.
- Study Age:
- 2026 publication analyzing 2018-2023 survey data across 20 U.S. states.
- Original Title:
- Cannabis Marketing Restrictions and Exposure to Cannabis Marketing in Legal US Cannabis Markets: Findings From the International Cannabis Policy Study.
- Published In:
- Drug and alcohol review, 45(1), e70106 (2026)
- Authors:
- Winfield-Ward, Lauren(2), Wadsworth, Elle(11), Driezen, Pete(7), Hammond, David
- Database ID:
- RTHC-08712
Evidence Hierarchy
A snapshot of a population at one point in time.
What do these levels mean? →Frequently Asked Questions
Do cannabis marketing restrictions work?
Only the most comprehensive ones. Low and moderate restrictions showed no difference in marketing exposure (~62%), while only the strongest restrictions reduced exposure to about 53%.
Are young people seeing cannabis marketing?
Yes. People under the minimum legal age (16-20) reported the highest cannabis marketing exposure at 63%, more than any other age group, despite regulations intended to limit youth exposure.
Read More on RethinkTHC
Cite This Study
https://rethinkthc.com/research/RTHC-08712APA
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
MLA
Winfield-Ward, Lauren, et al. "Cannabis Marketing Restrictions and Exposure to Cannabis Marketing in Legal US Cannabis Markets: Findings From the International Cannabis Policy Study.." Drug and alcohol review, 2026. https://doi.org/10.1111/dar.70106
RethinkTHC
RethinkTHC Research Database. "Cannabis Marketing Restrictions and Exposure to Cannabis Mar..." RTHC-08712. Retrieved from https://rethinkthc.com/research/winfield-ward-2026-cannabis-marketing-restrictions-and
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.