A loophole in federal regulations is allowing marijuana advertisements to reach children on social media, despite being prohibited on federal airwaves and across state lines. According to Alisa Padon, research director for the Prevention Policy Group, a health equity and prevention association in Berkeley, California, businesses are creating their own social media pages and posting ads that can be seen by youth of all ages.
Youth are able to bypass age restrictions and view these ads, which can increase their likelihood of wanting to use and using cannabis. In fact, a recent national survey found that cannabis use continues to rise among teens and young adults, with 7% of eighth graders, 16% of 10th graders, and 26% of 12th graders reporting use in the past year.
Experts warn that early cannabis use can have long-term effects on brain development and increase the risk of addiction. Dr. Megan Moreno, a pediatrician and professor at the University of Wisconsin School of Medicine and Public Health, notes that the marijuana industry has adapted quickly to marketing restrictions, using tactics similar to those used by the alcohol and tobacco industries.
The industry is also using young-looking employees, known as “budtenders,” to promote products, and is incorporating themes such as sports and being active to appeal to teens. A study found that ads featuring bright colors, food references, and attractive young people are especially appealing to teens.
The National Cannabis Industry Association has responded to criticisms, stating that its members support “reasonable restrictions” to ensure ads do not target or appeal to minors. However, experts argue that more needs to be done to regulate the industry and protect public health.
In response to the trends, some cities have raised marijuana taxes to fund youth prevention programs. Padon notes that taxation can make it harder for youth to purchase marijuana and encourages any revenue to go toward youth services and prevention programs in the community.
