An Assessment of Marketing Strategies Used by Online Shops Selling Hemp-Derived Delta-8 Products.

Abstract

Introduction: Delta-8 Tetrahydrocannabinol (THC) has become increasingly popular in the United States. Many online stores sell Delta-8 THC products, yet little is known about how they are marketed to consumers.

Methods: We selected a sample of popular Delta-8 online stores, captured them on one day, and coded their main pages for marketing and advertising strategies. The primary marketing strategies coded for were grouped into four main themes: 1) product claims; 2) engagement strategies; 3) user testimonials and other information; and 4) regulations and warnings. Descriptive statistics were calculated to estimate percentages of each strategy used.

Results: A total of 134 online stores were identified and coded. With respect to claims, over one-third stated that a product was natural or organic (35.1%), changed energy levels (37.3%) or mood (36.5%). Engagement strategies were used by most stores, with the most common feature being a link to their social media page (79.9%) and sales and discounts on products (over 50%). Over half of websites included product reviews (60.5%) or blogs (53.7%). Nearly three-quarters (72.4%) stated that the products were not regulated by the FDA and over half (59%) required an age verification.

Discussion: Surveillance is an essential public health service. For Delta-8, it is important to understand the marketing practices that retailers are using online because this setting caters to a large consumer base. Moreover, online stores can evade state regulations. A deeper investigation into Delta-8 marketing strategies could yield regulatory policies to protect public health.