Cannabis ads may shape viewers' expectations about cannabis and sex
Alcohol advertisers have long faced industrywide guidelines discouraging them from linking drinking with sexual success. Cannabis marketers have no comparable industrywide guidelines and may promote cannabis in connection with sex and intimacy. A new Washington State University study suggests such messages may influence young adults' intentions to use cannabis before sex, with potential…
A new study from Washington State University suggests that cannabis advertisements may shape young adults' expectations about cannabis and sex. Research shows that even without sexual themes, ads implying that cannabis use results in better sex can make viewers anticipate those benefits and consider using cannabis before engaging in sexual activity.
The findings, published in Communication Research, come from an online experiment with 747 college students who viewed real cannabis ads on Instagram. Lead author Jessica Fitts Willoughby notes that cannabis advertising currently lacks industry-wide guidelines discouraging sexualized links, unlike the alcohol industry. The study found that men who identified with fit, attractive male models in sexual or romantic ads were more likely to intend to use cannabis before sex, while women concerned about sexual consent were less likely to do so.
The study highlights the potential need for public health messages to address how cannabis may impact judgment and consent, as well as possible changes in cannabis advertising policies.
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