Marijuana ads are enticing kids to try weed, study says

CNN — 

A legal loophole is allowing children who access social media to see enticing advertisements for marijuana with potentially dangerous consequences, according to experts.

Under the Controlled Substances Act, it’s illegal to advertise the sale or use of marijuana using federal airwaves or across state lines. But that hasn’t stopped social media ads on cannabis websites from reaching youth of all ages who use screens, said Alisa Padon, research director for the Prevention Policy Group, a health equity and prevention association in Berkeley, California.“Businesses are allowed to make their own pages and then post ads on their feed. Youth are bypassing age restrictions and seeing the ads for products they’re not legally allowed to buy. They can like, comment and share those posts with their friends,” Padon said.

“Research shows that type of engagement is related to an increased likelihood of wanting to use and using cannabis,” she added. “It’s a perfect storm, and regulators are doing nothing about it.”

According to a 2024 national survey, over 7% of eighth graders, nearly 16% of 10th graders and almost 26% of 12th graders said they have used cannabis in the past 12 months. When marijuana use occurs during the teen years, it’s more likely the individual will become addicted, according to the National Institute on Drug Abuse.

Cannabis use during adolescence can interfere with memory, cognition and brain growth at a critical time in a child’s natural development, said pediatrician Dr. Megan Moreno, a professor and academic chair of the Division of General Pediatrics and Adolescent Medicine at the University of Wisconsin School of Medicine and Public Health in Madison.

“There’s a dose response, so heavier users have longer-term effects, and there are concerns these developmental impacts may not reverse after abstinence,” Moreno said.

“It’s the wild west out there,” she added. “If you put an ad on your own little marijuana website, and it spreads virally through social media, there are no regulations against that.”In response, the National Cannabis Industry Association told CNN that members of its association support “reasonable restrictions” to ensure ads do not target or appeal to minors.

“We are committed to working with regulators and policymakers to develop and refine responsible advertising practices that safeguard public health and safety,” said the association’s cofounder and CEO, Aaron Smith, in an email.

At the same time, Smith added, NCIA supports “the ability for the legal cannabis market to replace underground operators who have no incentive to protect minors.”

Marijuana edibles often look like candy, making them appealing to children of all ages, experts say. Beata Zawrzel/NurPhoto/Getty Images

Effective advertising tactics

Marijuana stores and manufacturers are marketing their wares to youth using tested techniques popularized by the alcohol, tobacco and food industries, experts say.

“The marketing that we’re seeing in California for cannabis looks just like the marketing that is nationwide for alcohol and for e-cigarettes,” Padon said.

When it comes to social media advertising, however, the cannabis industry has excelled, said Moreno, who has studied the impact of marijuana ads on youth.