Medical Marijuana Ads Linked To Teen Use

Advertising works after all, but sometimes that’s not actually a good thing. Like alcohol ads supposedly targeted only to adults, ads for medical marijuana are also seen by teenagers and increase the likelihood that they will actually use the drug, according to a new article in the journal Psychology of Addictive Behaviors.

These findings will doubtless become fodder in the ongoing debate about marijuana legalization.

Researchers from the RAND Corporation surveyed over 8,214 middle school students from southern California, with a median age of 13, about their exposure to medical marijuana ads and their actual marijuana usage from 2010-2011. In the first part of the survey, the researchers found that in 2010, 22% of respondents recalled seeing at least one medical marijuana ad in the past three months, which increased to 30% a year later.

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In the second part of the survey, the same adolescents were surveyed about their current marijuana use, as well as their intentions for future use. According to the authors: “Greater initial medical marijuana advertising exposure was significantly associated with a higher probability of marijuana use and stronger intentions to use 1 year later.”

However, the authors also noted that the study couldn’t rule out that other types of causation might explain the correlation. For example, adolescents who were already inclined to become more interested in using marijuana might be more prone to notice ads for medical marijuana.

Still, the results of the study will fuel criticism in light of previous studies showing that marijuana use by adolescents can have long-term negative effects on learning and cognition, which in turn affect socialization and employment prospects. Among other concerns, the RAND authors point out that ads for medical marijuana could lead adolescents to believe there are no serious impacts associated with the drug.

4 comments about "Medical Marijuana Ads Linked To Teen Use".
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  1. Hart Weichselbaum from the planning practice, July 10, 2015 at 8:11 a.m.

    "However, the authors also noted that the study couldn’t rule out that other types of causation might explain the correlation. For example, adolescents who were already inclined to become more interested in using marijuana might be more prone to notice ads for medical marijuana."  Oh yeah.  Right.  In other words, the findings are meaningless.

  2. Douglas Ferguson from College of Charleston, July 10, 2015 at 11:01 a.m.

    Inability to rule out other causes does not flush away the whole correlation. It's standard for researchers to express caution even when none is justified. I'm old enough to remember when the advertising industry had standards beyond the almighty dollar.

  3. Paula Lynn from Who Else Unlimited, July 10, 2015 at 12:15 p.m.

    Again: Advertising: to inform and influence beliefs-purchase, whether your local pizza parlor is having a great special for dinner or cigarettes are good for you. 

  4. Gregory Harmon from Media Consultant, July 10, 2015 at 6:45 p.m.

    The most important thing to keep in mind is that keeping marijuana illegal leads directly to the incarceration  of tens of thousands - or is it hundreds of thouands? -  of people for no known reason.  Does anyone actually remember why pot is illegal?

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