Evaluating the impact of psychotherapeutic advertising claims on cannabis purchasing

PROJECT SUMMARY
In the U.S., legal cannabis is frequently advertised as an effective treatment for mental health
problems such as anxiety and depression – particularly online. States that have legalized
cannabis have not implemented regulations to address this type of advertising. This project
aims to investigate the influence of psychotherapeutic advertising claims (PAC) and mental
health warning labels (WL) on online cannabis purchasing behaviors among light-to-moderate
cannabis users with symptoms of depression and/or anxiety. The specific aims are to determine
if PAC increases cannabis purchasing intentions and if a mental health WL can mitigate this
effect. A realistic online cannabis shopping experience will be simulated using the digital
“Platform for Online Evaluation of Marijuana Marketing and Sales” (POEMMS). The study will
employ a between-subjects experimental design by randomizing 2,000 participants to one of
four online stores that vary in PAC and WL content: (1) a control claims (CC) only store, (2) a
PAC store, (3) a WL store, and (4) a PAC and WL store. Participants will browse and select
items as if making real purchases. Analyses will examine three primary outcomes to determine
the influence of PAC and WL on purchase behaviors: (1) total milligrams of THC purchased, (2)
average potency (%THC) of products, and (3) overall number of products purchased. The long-
term objective is to inform evidence-based cannabis policy and regulatory strategies by
understanding the impact of cannabis marketing on vulnerable populations. This research is
relevant to public health by addressing the potential risks associated with misleading cannabis
marketing, which may lead to increased use and exacerbation of mental health symptoms
among individuals with depression and anxiety. The project leverages a multidisciplinary team
with expertise in addiction, mental health, epidemiology, and digital health technology. The
findings have the potential to inform the development of targeted interventions and policies to
reduce harms associated with cannabis advertising, ultimately contributing to better health
outcomes and more effective regulation.

Grant Number: 1R21DA062816-01
NIH Institute/Center: NIH
Principal Investigator: Jacob Borodovsky