Gateway to curiosity: Medical marijuana ads and intention and use during middle school.

Abstract

Over the past several years, medical marijuana has received increased attention in the media, and marijuana use has increased across the United States. Studies suggest that as marijuana has become more accessible and adults have become more tolerant regarding marijuana use, adolescents perceive marijuana as more beneficial and are more likely to use if they are living in an environment that is more tolerant of marijuana use. One factor that may influence adolescents’ perceptions about marijuana and marijuana use is their exposure to advertising of this product. We surveyed 6th–8th grade youth in 2010 and 2011 in 16 middle schools in southern California (n= 8214; 50% male; 52% Hispanic; mean age = 13) and assessed exposure to advertising for medical marijuana, marijuana intentions and marijuana use. Cross-lagged regressions showed a reciprocal association of advertising exposure with marijuana use and intentions during middle school. Greater initial medical marijuana advertising exposure was significantly associated with a higher probability of marijuana use and stronger intentions to use one year later, and initial marijuana use and stronger intentions to use were associated with greater medical marijuana advertising exposure one year later. Prevention programs need to better explain medical marijuana to youth, providing information on the context for proper medical use of this drug and the potential harms from use during this developmental period. Furthermore, as this is a new frontier, it is important to consider regulating medical marijuana advertisements, as is currently done for alcohol and tobacco products.

Exposure to Advertisements and Marijuana Use Among US Adolescents

“…Exposure to marijuana advertisements through multiple channels further increased the odds of current marijuana use. Although this cross-sectional study precludes causal inferences, these results are consistent with the results of a previous study on middle school adolescents’ marijuana use in southern California (15). This study also confirmed that exposure to marijuana advertisements might have similar effects on adolescents’ marijuana use that exposures to advertisements for other substances (eg, alcohol, cigarettes, e-cigarettes) have on adolescents’ use of those substances.…”

“…A few studies examined the relationship between exposure to marijuana advertisements and marijuana use among adolescents (15–17). D’Amico and colleagues (15) surveyed 6th-, 7th-, and 8th-graders from 16 middle schools in southern California and found that exposure to medical marijuana advertisements was significantly associated with adolescents’ intention to use marijuana and their actual marijuana use 1 year later; the study, however, did not differentiate among channels of exposure (eg, stores, billboards, television, internet).…”

“…D’Amico and colleagues (15) surveyed 6th-, 7th-, and 8th-graders from 16 middle schools in southern California and found that exposure to medical marijuana advertisements was significantly associated with adolescents’ intention to use marijuana and their actual marijuana use 1 year later; the study, however, did not differentiate among channels of exposure (eg, stores, billboards, television, internet). Other studies focused on exposure to television advertisements (16,17).…”

Issues in the implementation and evolution of the commercial recreational cannabis market in Colorado

“…First, marketing is a critical activity for commercial enterprises and is a key feature of this debate. Research has shown correlations between levels of cannabis consumption and both advertising (D'Amico, Miles, & Tucker, 2015;Room et al, 2010) and number of outlets (Freisthler & Gruenewald, A c c e p t e d M a n u s c r i p t 10 2014; Room, 2014). A recent study in California showed greater exposure to medical marijuana advertising was associated with higher probability of use among youth (D'Amico et al, 2015).…”

“…Research has shown correlations between levels of cannabis consumption and both advertising (D'Amico, Miles, & Tucker, 2015;Room et al, 2010) and number of outlets (Freisthler & Gruenewald, A c c e p t e d M a n u s c r i p t 10 2014; Room, 2014). A recent study in California showed greater exposure to medical marijuana advertising was associated with higher probability of use among youth (D'Amico et al, 2015). Traditional techniques of advertising are strictly limited in Colorado's recreational marijuana regulations including outright bans on advertisements that target children and may proceed only when evidence is provided documenting that less than 30% of the potential audience is under the age of 21.…”