Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, 800 22nd St NW, #7000C, Washington, DC, 20052, USA.
George Washington Cancer Center, George Washington University, 2121 I St NW, Washington, DC, 20052, USA.
Subst Abuse Treat Prev Policy. 2023 Jun 19;18(1):35. doi: 10.1186/s13011-023-00546-x.
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.
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.
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.
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.
通过社交媒体进行大麻营销可能会影响青少年和年轻人的使用。大多数拥有娱乐用大麻的州都缺乏关于基于社交媒体的营销政策。因此，我们研究了这些政策在主要平台上的应用情况，特别是那些在青少年和年轻人中流行的平台。
在 2022 年 9 月至 10 月期间，3 名研究团队成员从 11 个社交媒体网站（Discord、Facebook、Instagram、Pinterest、Reddit、Snapchat、TikTok、Tumblr、Twitch、Twitter 和 YouTube）中提取适用于普通社区、广告和任何特定药物相关内容的政策。然后，他们使用归纳主题分析对与大麻相关内容（如付费广告、非付费推广、销售）的限制进行双重编码。进行描述性分析。
有 10 个（除 TikTok 外）网站提到了大麻/大麻，7 个（除了 Discord、Instagram、TikTok 和 YouTube 外）网站区分了不同的大麻衍生产品，5 个（Reddit、Snapchat、TikTok、Tumblr、Twitter）网站注意到了大麻法规/合法性的司法管辖区差异。所有网站都禁止销售，9 个网站（除 Snapchat 和 Tumblr 外）禁止付费广告，4 个网站（Discord、Reddit、Snapchat、TikTok）禁止非付费推广（例如用户生成的内容）。所有网站都限制未成年人访问与大麻相关的内容。然而，政策存在差异且不明确，包括“推广”的定义方式、如何解决合法性的司法管辖区差异、企业如何在社交媒体上互动、实施哪些障碍来抑制销售的便利性以及执行协议。
社交媒体关于大麻营销的政策不明确，可能会促进大麻营销、推广、销售和未成年人接触，从而加剧了对政府监管不足的担忧。需要在社交媒体与大麻相关的政策和执行方面更加具体。
