The Legal Loophole Allowing Children to See Marijuana Ads on Social Media
Introduction to the Legal Loophole: A Dangerous Oversight
A growing concern has emerged about how children are exposed to enticing marijuana advertisements on social media, despite federal laws restricting the promotion of cannabis products. Under the Controlled Substances Act, it is illegal to advertise marijuana using federal airwaves or across state lines. However, this hasn’t stopped cannabis businesses from leveraging social media platforms to reach young audiences. According to Alisa Padon, research director for the Prevention Policy Group, a health equity and prevention association in Berkeley, California, businesses create their own pages and post ads that bypass age restrictions, allowing youth to engage with these advertisements by liking, commenting, and sharing them with friends. This type of engagement has been linked to an increased likelihood of cannabis use among teens. Experts warn that the lack of regulation in this space has created a "perfect storm" that puts young people at risk.
How Marijuana Ads Target Youth: Marketing Tactics from Other Industries
Experts point out that the cannabis industry is using marketing strategies similar to those employed by the alcohol, tobacco, and food industries to appeal to young audiences. Dr. Megan Moreno, a pediatrician and professor at the University of Wisconsin School of Medicine and Public Health, notes that the cannabis industry has been particularly creative on social media since traditional advertisements are already illegal. The content is expertly crafted to appeal to youth, often using young-looking salespeople called "budtenders" and enticing visuals like colorful schemes and flavorful products. Additionally, marijuana ads often tie cannabis use to identity themes such as athleticism and being outdoorsy, which resonate with adolescents who are in a phase of identity development. These tactics make cannabis products more appealing to young people, increasing the likelihood of experimentation and use.
The Regulatory Failure: A Lack of Oversight on Social Media
Despite the risks, there is a significant lack of regulation when it comes to cannabis advertising on social media. Alisa Padon highlights that while some jurisdictions have imposed restrictions on billboards and storefront signage, social media remains largely unregulated. This is particularly concerning because social media platforms are more appealing to youth than traditional forms of advertising. Dr. Megan Moreno describes the current situation as the "wild west," where businesses can post advertisements on their own websites, which then spread virally through social media without any oversight. While the National Cannabis Industry Association claims to support "reasonable restrictions" to prevent ads from targeting minors, the lack of explicit regulations leaves a gaping loophole that puts young people at risk.
The Impact of Early Cannabis Use on Adolescents
Cannabis use during adolescence can have serious consequences for brain development and long-term health. Dr. Megan Moreno explains that cannabis use can interfere with memory, cognition, and brain growth during a critical period of development. Research shows that heavier users are more likely to experience long-term effects, which may not fully reverse even after abstinence. A 2024 national survey revealed that over 7% of eighth graders, nearly 16% of 10th graders, and almost 26% of 12th graders reported using cannabis in the past year. This trend is concerning because the earlier cannabis use begins, the higher the risk of addiction. The National Institute on Drug Abuse warns that teens who use cannabis are more likely to develop substance use disorders, making early intervention and prevention critical.
The Rise of Edibles: Accidental Ingestion and Health Risks
In addition to advertising, the rise of edible cannabis products has introduced new dangers, particularly for young children. These products often come in the form of candies, gummies, and snacks that are indistinguishable from their non-THC counterparts. According to a study, calls to poison control centers about children accidentally ingesting THC-containing edibles skyrocketed by 1,375% between 2019 and 2023. Danielle Ompad, a professor of epidemiology at NYU School of Global Public Health, notes that many edibles are packaged to look like popular snacks, such as Gushers or Doritos, making them even more appealing to children. If a child ingests these products, they can become very sick, experiencing symptoms such as difficulty walking, sitting up, or breathing. The CDC warns that accidental ingestion of THC can have serious health consequences for young children.
Conclusion: The Need for Urgent Action
The growing prevalence of cannabis use among teens and the lack of effective regulations have created a public health crisis. Experts urge policymakers to take immediate action to address the loopholes that allow cannabis ads to reach young audiences. Alisa Padon emphasizes that taxation is one of the most effective ways to counter youth cannabis use, as higher prices make it harder for teens to purchase marijuana. Revenue from these taxes can also be used to fund youth prevention programs and community services. Additionally, stricter regulations on advertising and the packaging of edibles are essential to protect young people from the dangers of cannabis use. Without urgent action, the consequences of early cannabis use will continue to escalate, putting millions of children at risk of long-term harm.
