Leading hemp-derived cannabinoid brands lean on lifestyle and youth appeals on social media
Brands that market hemp-derived, intoxicating cannabinoid products are capitalizing on a lack of oversight on social media platforms to reach consumers, according to Rutgers Health researchers.
Nine hemp-derived intoxicating cannabinoid brands have been using lifestyle and youth-oriented marketing tactics on social media, according to a Rutgers Health study. The research, published in the journal Addiction, analyzed 837 Instagram posts from the brands to assess marketing strategies and inform consumer protection and public health policy.
The evaluation revealed that 75% of the posts featured product descriptions and imagery, while 52% showed recreational images of hemp-derived intoxicating cannabinoid products used in daily routines and social scenarios. Nearly 50% of the posts included youth-oriented elements such as memes, cartoons, and pop culture references.
The most commonly promoted product type was cannabis beverages, followed by vapes and cartridges, and edibles. Recreational themes were present in 61% of the posts for edibles and 53% for pre-rolls or blunts. The researchers noted a lack of clear guidelines from social media platforms and federal regulators, which allows brands to continue posting potentially misleading content.
They emphasized the need for stricter standards to prevent youth exposure and misleading promotion of these products.
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