Exposure to Pro and Anti-Cannabis Social Media Messages and Teens' and College Students' Intentions to Use Cannabis

How are pro- and anti-cannabis messaging exposures related to US young adult cannabis use-related factors?

Given the diverse sources of cannabis messaging and potential differential effects, this study examined pro- and anti-cannabis messaging exposure overall and via specific channels in relation to cannabis-related perceptions (social acceptability and harm) and behaviors (use status, intentions and frequency; past-year quit attempts). Multivariable regression analyses of 2023 survey data from 4031 US young adults (Mage = 26.29, 59.4% female, 19.0% Hispanic, 13.5% Black and 13.6% Asian) used independent variables representing overall exposure and via specific sources (stores, online, billboards/posters/flyers, TV/movies/radio, print and direct communication), respectively. Greater pro-cannabis messaging exposure correlated with greater perceived social acceptability, lower perceived harm, past-month use, greater use intentions among those reporting past-month nonuse and more days used and fewer quit attempts among those reporting use. Less anti-cannabis messaging exposure correlated with these outcomes, except intentions. Particularly, influential sources of pro-cannabis messaging were online (associated with perceptions, use status, intentions and frequency) and direct communication (perceptions, use, use frequency and quit attempts), and those of anti-cannabis messaging were online (harm and use intentions), direct communication (acceptability, quit attempts) and stores (perceptions, use and quit attempts). Exposure differed by sociodemographics (e.g. sex, race/ethnicity and education). The impact of digital media and targeted communications overall and stores in communicating cannabis-related risks suggest the need for regulation and monitoring.

Mobile phone ownership, social media use, and substance use at ages 11-13 in the ABCD study

INTRODUCTION

There is ongoing concern about the impact of increasing use of social media and digital devices on unhealthy behaviors such as substance use in youth. Mobile phone and social media use have been associated with substance use in adolescent and young adult samples, but few studies have evaluated these relationships in younger samples.

METHODS

This secondary analysis of data drawn from the ABCD Study examined associations between youth-reported mobile phone ownership and social media use at age 11-12 and use of alcohol, nicotine/tobacco, and cannabis over the next 18 months.

RESULTS

Longitudinal logistic regression was used to test the hypothesis that phone ownership and social media use at age 11-12 would predict substance use over time. Phone ownership was associated with greater odds of alcohol and nicotine/tobacco use, and social media use was associated with greater odds of using nicotine/tobacco and cannabis.

CONCLUSIONS

These findings suggest that pre-teen youth who own mobile phones and those who use social media may be at greater risk for substance use. Further research is needed to specify mechanisms by which this association occurs and thus inform prevention and intervention efforts.

Cannabis Marketing Strategies in the United States: A Descriptive Analysis of Four Prominent Companies

BACKGROUND

Given the substantial expansion of the US cannabis market and the impact of cannabis advertising exposure on use, cannabis marketing surveillance is needed to inform regulations and protect consumers.

METHODS

Using 2020-2021 Vivvix advertising data from 4 US cannabis companies (Cresco, Mindy's, MedMen, and Uncle Ike's), we examined (1) general advertising characteristics (eg, number of unique ads and ad occurrences, ad expenditures, market, and media channel); and (2) ad content (ie, headlines and imagery) and placement (ie, source themes, eg, specific websites and magazines), overall and by company.

RESULTS

There were 399 unique ads and 1171 occurrences, totaling $488,617 in expenditures. Cresco and Uncle Ike's accounted for most unique ads (~45% each); Cresco represented the majority of ad occurrences (52.4%) and expenditures (63.4%). Most ads were disseminated via online displays (occurrences = 69.2%; expenditures = 45.8%). The primary source for ad dissemination was news/weather (occurrences = 36.3%; expenditures = 40.2%). Ad headlines most frequently emphasized product type (occurrences = 40.1%; expenditures = 37.0%). Visual strategies to attract attention included gifs (occurrences = 63.6%; expenditures = 71.1%). Companies differed in their marketing strategies (ie, volume, markets, channels, and content).

CONCLUSIONS

Findings underscore the need to restrict cannabis marketing, for example, restricting ad content and marketing channels. This may reduce exposure to cannabis marketing, which is associated with cannabis perceptions and use.

Exploring relationships between social media use, online exposure to drug-related content, and youth substance use in real time: a pilot ecological momentary assessment study in a clinical sample of adolescents and young adults

Introduction

Rising rates of adolescent overdose deaths attributed to counterfeit prescription drugs purchased using social media have drawn national attention to how these platforms might influence substance use. Research suggests a significant relationship exists between exposure to substance-related social media content and use of drugs and alcohol, but most studies are cross-sectional and limited by recall bias. This study used an ecological momentary assessment (EMA) protocol to collect longitudinal data on social media use and online drug-related exposures associated with youth substance use.

Methods

Participants, aged 12-23, receiving mental health treatment from a U.S. community-based hospital, joined a six-week, smartphone-based EMA protocol. Each day, participants completed a modified CRAFFT screen for daily substance use and a survey on substance-related online content exposure, and input data from their smartphone screen time reports. Analyses employed mixed effects logistic regression models to explore relationships between substance-related online exposures, substance and social media use.

Results

Data was obtained from 25 youth, predominantly white non-Hispanic/Latinx (56.0%) and female (64.0%). Participants had significantly higher odds of substance use on days when exposed to substance-related digital content posted by peers (OR: 19.6). They were also more likely to report these exposures (OR: 7.7) and use substances (OR: 29.6) on days when Snapchat was one of their most frequently used smartphone applications.

Discussion

Our results support existing concerns about specific social media platforms being potential mediators of youth substance use. Future EMA studies in larger cohorts should explore the role of social media platforms in substance procurement.

The impact of sexual scripts in brand-generated cannabis social media posts on sex-related cannabis expectancies: Does body appreciation moderate effects?

INTRODUCTION

Cannabis messaging on digital media may include sexualised portrayals. We examined whether exposure to and perceptions of cannabis posts that included sexual objectification impacted two types of sex-related cannabis expectancies-sexual risk and sexual enhancement-and whether body appreciation moderated these relationships.

METHODS

We conducted an online experiment with college students in Washington state. Participants viewed three brand-generated cannabis Instagram posts that either included sexually objectified women or recreational appeals (e.g., sitting by a firepit). We conducted regressions, using the PROCESS macro, to examine the hypothesized model and potential mediation and moderation.

RESULTS

Exposure to sexualised advertisements was associated with increased perceptions of cannabis sex enhancement scripts (b = 0.34, p < 0.01), which was associated with increased cannabis sex enhancement expectancies (b = 0.34, p < 0.001) and decreased cannabis sexual risk expectancies (b = -0.16, p < 0.001); exposure to such advertisements were also associated with increased perceptions of cannabis sexual risk scripts (b = 0.61, p < 0.001), which was associated with increased cannabis sexual risk expectancies (b = 0.53, p < 0.001). Body appreciation was associated with increased cannabis sex enhancement expectancies (b = 0.13, p < 0.01) and moderated the relationship between exposure to sexualised ads and cannabis sex enhancement expectancies (b = -0.21, p < 0.01).

DISCUSSION AND CONCLUSIONS

Practitioners may want to consider how to increase critical consumption of cannabis content on digital media. Researchers should consider the possible role of body appreciation as it relates to cannabis and sex enhancement expectancies.

Rolling through TikTok: An analysis of 3,4-methylenedioxymethamphetamine-related content

INTRODUCTION

TikTok has quickly gained popularity through its platforming of large amounts of short video content. Given its widespread popularity, unrestricted access and poor content monitoring may allow 3,4-methylenedioxymethamphetamine (MDMA)-related content to influence perception of MDMA use. We aimed to investigate how MDMA-related videos are portrayed on TikTok and explore MDMA-related harm reduction content.

METHODS

MDMA-related hashtags and sounds were utilised to collect data from TikTok (n = 498). Video views, likes, comments and shares were recorded and quantified, and videos were coded for depiction/sentiment towards MDMA and thematic content.

RESULTS

The total sample view count was 82,413,781. Videos had a median view count of 28,900 (SD = ±561,645), median like count of 2269 (SD = ±102,904), median comment count of 52 (SD = ±755), and median share count of 34 (SD = ±3292). Most videos depicted MDMA neutrally (40.6%), while 34.9% were positive. MDMA intoxication was presumed in 40.2% of videos. The analysis produced seven themes, of which humour was the most common (80.5%). Harm reduction content was present in nine videos, viewed 999,700 times, and consisted of mixed subject matter.

DISCUSSION AND CONCLUSIONS

Similar themes and issues surrounding drug-related content on TikTok are relevant to MDMA, and intoxication was present in a significant portion of the sample. Better monitoring or regulation of content could potentially offset harm that may arise from consumption of such content. Promotion of harm reduction content could also be trialled to minimise harm.