A review of social media platform policies that address cannabis promotion, marketing and sales

BACKGROUND: Cannabis marketing exposure via social media may impact use in youth and young adults. Most states with recreational cannabis lack policies regarding social media-based marketing. Thus, we examined such policies among prominent platforms, particularly those popular among youth and young...

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Autores principales: Berg, Carla J., LoParco, Cassidy R., Cui, Yuxian, Pannell, Alexandria, Kong, Grace, Griffith, Lynniah, Romm, Katelyn F., Yang, Y. Tony, Wang, Yan, Cavazos-Rehg, Patricia A.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: BioMed Central 2023
Materias:
Research
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10278361/
https://www.ncbi.nlm.nih.gov/pubmed/37337216
http://dx.doi.org/10.1186/s13011-023-00546-x
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author Berg, Carla J.
LoParco, Cassidy R.
Cui, Yuxian
Pannell, Alexandria
Kong, Grace
Griffith, Lynniah
Romm, Katelyn F.
Yang, Y. Tony
Wang, Yan
Cavazos-Rehg, Patricia A.
author_facet Berg, Carla J.
LoParco, Cassidy R.
Cui, Yuxian
Pannell, Alexandria
Kong, Grace
Griffith, Lynniah
Romm, Katelyn F.
Yang, Y. Tony
Wang, Yan
Cavazos-Rehg, Patricia A.
author_sort Berg, Carla J.
collection PubMed
description BACKGROUND: Cannabis marketing exposure via social media may impact use in youth and young adults. Most states with recreational cannabis lack policies regarding social media-based marketing. Thus, we examined such policies among prominent platforms, particularly those popular among youth and young adults. METHODS: In September-October 2022, 3 research team members extracted policies applying to the general community, advertising, and any specific content regarding drug-related content for 11 social media sites: Discord, Facebook, Instagram, Pinterest, Reddit, Snapchat, TikTok, Tumblr, Twitch, Twitter, and YouTube. Using inductive thematic analysis, they then dual-coded restrictions on cannabis-related content (e.g., paid advertising, unpaid promotion, sales). Descriptive analyses were conducted. RESULTS: Ten (all except TikTok) referenced cannabis/marijuana, 7 (all except Discord, Instagram, TikTok, and YouTube) distinguished different cannabis-derived products, and 5 (Reddit, Snapchat, TikTok, Tumblr, Twitter) noted jurisdictional differences in cannabis regulations/legality. All prohibited sales, 9 (all except Snapchat and Tumblr) prohibited paid advertising, and 4 (Discord, Reddit, Snapchat, TikTok) prohibited unpaid promotion (e.g., user-generated content). All restricted underage access to cannabis-related content. However, policies varied and were ambiguous regarding how “promotion” was defined, whether/how jurisdictional differences in legality were addressed, how businesses may interact on social media, barriers implemented to inhibit the facilitation of sales, and enforcement protocols. CONCLUSIONS: Social media policies regarding cannabis marketing are ambiguous and may facilitate cannabis marketing, promotion, sales, and underage exposure, thus compounding concerns regarding insufficient governmental regulations. Greater specificity in social media cannabis-related policies and enforcement is needed. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s13011-023-00546-x.
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spelling pubmed-102783612023-06-20 A review of social media platform policies that address cannabis promotion, marketing and sales Berg, Carla J. LoParco, Cassidy R. Cui, Yuxian Pannell, Alexandria Kong, Grace Griffith, Lynniah Romm, Katelyn F. Yang, Y. Tony Wang, Yan Cavazos-Rehg, Patricia A. Subst Abuse Treat Prev Policy Research BACKGROUND: Cannabis marketing exposure via social media may impact use in youth and young adults. Most states with recreational cannabis lack policies regarding social media-based marketing. Thus, we examined such policies among prominent platforms, particularly those popular among youth and young adults. METHODS: In September-October 2022, 3 research team members extracted policies applying to the general community, advertising, and any specific content regarding drug-related content for 11 social media sites: Discord, Facebook, Instagram, Pinterest, Reddit, Snapchat, TikTok, Tumblr, Twitch, Twitter, and YouTube. Using inductive thematic analysis, they then dual-coded restrictions on cannabis-related content (e.g., paid advertising, unpaid promotion, sales). Descriptive analyses were conducted. RESULTS: Ten (all except TikTok) referenced cannabis/marijuana, 7 (all except Discord, Instagram, TikTok, and YouTube) distinguished different cannabis-derived products, and 5 (Reddit, Snapchat, TikTok, Tumblr, Twitter) noted jurisdictional differences in cannabis regulations/legality. All prohibited sales, 9 (all except Snapchat and Tumblr) prohibited paid advertising, and 4 (Discord, Reddit, Snapchat, TikTok) prohibited unpaid promotion (e.g., user-generated content). All restricted underage access to cannabis-related content. However, policies varied and were ambiguous regarding how “promotion” was defined, whether/how jurisdictional differences in legality were addressed, how businesses may interact on social media, barriers implemented to inhibit the facilitation of sales, and enforcement protocols. CONCLUSIONS: Social media policies regarding cannabis marketing are ambiguous and may facilitate cannabis marketing, promotion, sales, and underage exposure, thus compounding concerns regarding insufficient governmental regulations. Greater specificity in social media cannabis-related policies and enforcement is needed. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s13011-023-00546-x. BioMed Central 2023-06-19 /pmc/articles/PMC10278361/ /pubmed/37337216 http://dx.doi.org/10.1186/s13011-023-00546-x Text en © The Author(s) 2023 https://creativecommons.org/licenses/by/4.0/Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) . The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/ (https://creativecommons.org/publicdomain/zero/1.0/) ) applies to the data made available in this article, unless otherwise stated in a credit line to the data.
spellingShingle Research
Berg, Carla J.
LoParco, Cassidy R.
Cui, Yuxian
Pannell, Alexandria
Kong, Grace
Griffith, Lynniah
Romm, Katelyn F.
Yang, Y. Tony
Wang, Yan
Cavazos-Rehg, Patricia A.
A review of social media platform policies that address cannabis promotion, marketing and sales
title A review of social media platform policies that address cannabis promotion, marketing and sales
title_full A review of social media platform policies that address cannabis promotion, marketing and sales
title_fullStr A review of social media platform policies that address cannabis promotion, marketing and sales
title_full_unstemmed A review of social media platform policies that address cannabis promotion, marketing and sales
title_short A review of social media platform policies that address cannabis promotion, marketing and sales
title_sort review of social media platform policies that address cannabis promotion, marketing and sales
topic Research
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10278361/
https://www.ncbi.nlm.nih.gov/pubmed/37337216
http://dx.doi.org/10.1186/s13011-023-00546-x
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