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

Yuxian Cui, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, 950 New Hampshire Ave NW, Washington, DC 20052, USA.
Cassidy R. LoParco, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, 950 New Hampshire Ave NW, Washington, DC 20052, USA.
Katelyn F. Romm, TSET Health Promotion Research Center, Stephenson Cancer Center, University of Oklahoma Health Sciences Center, 655 Research Parkway, Oklahoma City, OK 73104, USA.
Patricia A. Cavazos-Rehg, Department of Psychiatry, Washington University School of Medicine, 660 South Euclid Avenue, St. Louis, Missouri 63110, USA.
Y Tony Yang, George Washington Cancer Center, George Washington University, 800 22nd St NW, Washington, DC 20052, USA.
Darcey M. McCready, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, 950 New Hampshire Ave NW, Washington, DC 20052, USA.
Erin Kasson, Department of Psychiatry, Washington University School of Medicine, 660 South Euclid Avenue, St. Louis, Missouri 63110, USA.
Yan Wang, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, 950 New Hampshire Ave NW, Washington, DC 20052, USA.
Carla J. Berg, Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, 950 New Hampshire Ave NW, Washington, DC 20052, USA.

Document Type

Journal Article

Publication Date

2-19-2025

Journal

Health education research

Volume

40

Issue

1

DOI

10.1093/her/cyae038

Abstract

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.

Department

Prevention and Community Health

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