Does advertising increase cannabis use?

As cannabis legislation shifts globally, marketing strategies are evolving rapidly. There has been a visible expansion of retail outlets in North America and an increase in cannabis advertising across digital and physical environments.

Drawing on her recent analysis published in Addiction (2026), UQ PhD student Caitlin McClure-Thomas from UQ’s National Centre for Youth Substance Use Research explores whether exposure to cannabis advertising is associated with cannabis use and the intention to use.

The influence of cannabis advertising is real

Ms McClure-Thomas said studies have shown that individuals exposed to cannabis advertising were significantly more likely to report cannabis use.

“But the advertising channel also matters,” Ms McClure-Thomas said.

“Social media and internet advertising exposure was associated with 3.38 times higher odds of reporting cannabis use. 

“We also observed a significant association when people were exposed to general advertising (billboards, print or television). 

“However, retail storefronts and sidewalk signage did not show a statistically significant association.”

Why digital cannabis promotion may be particularly influential

From a behavioural science perspective, digital cannabis marketing often incorporates persuasive features known to shape attitudes and behaviour. These include:

• Influencer endorsements and peer testimonials
• Social proof that signals popularity and normalisation
• Framing that emphasises perceived benefits while minimising risks

“These types of strategies can alter perceived norms and reduce risk perceptions, mechanisms that are especially influential during adolescence and emerging adulthood,” Ms McClure-Thomas said.

Youth vulnerability in digital environments

The review identified consistent associations between advertising exposure and future use intentions among tweens and high school students. 

“This is concerning given that adolescents are among the most active users of social media platforms, where cannabis-related content is pervasive and often not geographically restricted,” Ms McClure-Thomas said.

“We know early initiation of cannabis use is associated with increased risk of Cannabis Use Disorder and adverse psychosocial outcomes later in life. 

“From a prevention perspective, exposure during this developmental window represents a meaningful public health concern.”

Implications for Australian policy around cannabis

While the analysis looked at studies conducted in North America, the findings carry relevance for Australia. As discussions around cannabis policy evolve, regulatory frameworks for advertising will be critical.

Key considerations include:

1. Advertising exposure is consistently associated with cannabis use, particularly in digital environments.
2. Although causality cannot be established from the current evidence base, the associations are consistent with behavioural theory, suggesting advertising can shape attitudes, intentions and behaviour.
3. There is a clear need for high-quality longitudinal and experimental research, including studies conducted in diverse policy contexts beyond North America.

“As more countries move towards legalisation and medical access, understanding the role of advertising in these settings will be increasingly important,” Ms McClure-Thomas said.

“We need to prioritise the health of our young people and that means using evidence-based research to make informed policy decisions, before it’s too late.”