Cannabis retailer marketing strategies and regulatory compliance: A surveillance study of retailers in 5 US cities

Authors

Carla J. Berg, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA; George Washington Cancer Center, George Washington University, Washington, DC, USA. Electronic address: carlaberg@gwu.edu.
Katelyn F. Romm, TSET Health Promotion Research Center, Stephenson Cancer Center, University of Oklahoma Health Sciences Center, Oklahoma City, OK, USA; Department of Pediatrics, College of Medicine, University of Oklahoma Health Sciences Center, Oklahoma City, OK, USA.
Alexandria Pannell, Department of Global Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Priyanka Sridharan, Department of Epidemiology, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Tanvi Sapra, Department of Epidemiology, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Aishwarya Rajamahanty, Department of Psychiatry, Washington University School of Medicine, St. Louis, MO, USA.
Yuxian Cui, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Yan Wang, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, USA; George Washington Cancer Center, George Washington University, Washington, DC, USA.
Y Tony Yang, George Washington Cancer Center, George Washington University, Washington, DC, USA; Department of Community of Policy, Populations and Systems, School of Nursing, George Washington University, Washington, DC, USA.
Patricia A. Cavazos-Rehg, Department of Psychiatry, Washington University School of Medicine, St. Louis, MO, USA.

Document Type

Journal Article

Publication Date

3-17-2023

Journal

Addictive behaviors

Volume

143

DOI

10.1016/j.addbeh.2023.107696

Keywords

Cannabis; Drug use; Health communication; Health policy; Marijuana; Marketing

Abstract

As cannabis retail expands in the US, its surveillance is crucial to inform regulations and protect consumers. This study addresses this need by conducting point-of-sale audits examining regulatory compliance (e.g., age verification, signage), advertising/promotional strategies, products, and pricing among 150 randomly-selected cannabis retailers in 5 US cities (30/city: Denver, Colorado; Seattle, Washington; Portland, Oregon; Las Vegas, Nevada; Los Angeles, California) in Summer 2022. Descriptive and bivariate analyses characterized the retailers overall and across cities. Age verification rates were high (>90%). The majority of retailers had signage indicating restricted access (e.g., no minors; 87.3%), onsite consumption (73.3%), and distribution to minors (53.3%). Retailers were likely to post warnings regarding use during pregnancy/breastfeeding (72.0%), followed by health risks (38.0%), impacts on children/youth (18.7%), and DUI (14.0%). Overall, 28.7% posted health claims, 20.7% posted youth-oriented signage, and 18.0% had youth-oriented packaging. Price promotions were prevalent, particularly price specials (75.3%), daily/weekly/monthly specials (66.7%), and membership programs (39.3%). One-fourth had signs/promotions indicating curbside delivery/pick-up (28.0%) and/or online ordering (25.3%); 64.7% promoted their website or social media page. The most potent cannabis products were most often e-liquids (38.0%) or oils (24.7%); the least potent were often edibles (53.0%). The most expensive product was often bud/flower (58.0%); the least was joints (54.0%). The vast majority (≥81%) sold vaporizers, wrapping papers, and hookah/waterpipes/bongs, and 22.6% sold CBD products. Marketing strategies differed across cities, reflecting differences in state-specific regulations and/or gaps in compliance/enforcement. Findings underscore the need for ongoing cannabis retail surveillance to inform future regulatory and enforcement efforts.

APA Citation

Berg, Carla J.; Romm, Katelyn F.; Pannell, Alexandria; Sridharan, Priyanka; Sapra, Tanvi; Rajamahanty, Aishwarya; Cui, Yuxian; Wang, Yan; Yang, Y Tony; and Cavazos-Rehg, Patricia A., "Cannabis retailer marketing strategies and regulatory compliance: A surveillance study of retailers in 5 US cities" (2023). GW Authored Works. Paper 2571.
https://hsrc.himmelfarb.gwu.edu/gwhpubs/2571

Department

Prevention and Community Health