分析社交媒体遵守大麻广告法规的情况:来自伊利诺伊州合法化一年后娱乐性药房的证据。

IF 4.1 Q1 PHARMACOLOGY & PHARMACY
Samantha Marinello, Rebecca Valek, Lisa M Powell
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引用次数: 0

摘要

背景:在美国,越来越多的州已将商业娱乐大麻市场合法化,允许私营行业在被称为药房的零售点向 21 岁及以上的人销售大麻。对烟草和酒精的研究表明,这一新行业将使用激进的营销策略来吸引新用户,并提高使用强度。令人担忧的是,大麻公司的广告宣传可能会吸引年轻人,宣传虚假或误导性的健康主张,并过度针对低收入和少数民族社区。在本研究中,我们评估了伊利诺伊州娱乐大麻药房遵守社交媒体广告法规的情况:在 2020 年娱乐性销售的第一年,我们从对娱乐性药房 Facebook 和 Twitter 业务页面的普查中收集了原始数据。为了对数据进行系统分析,我们进行了定量内容分析;在分析之前,我们根据《伊利诺伊州大麻监管和税收法》中列出的广告法规制定了一个代码手册,其中详细说明了帖子分类协议。违反广告法规的帖子分为三类:可能吸引青少年(小于 21 岁)的广告、宣称健康的广告和其他违反广告法规的帖子。对数据进行了横向和纵向分析。此外,还根据药房和社区特征评估了遵守情况的差异:分析结果表明,在整个研究期间,存在大量且持续的违规行为。总体而言,近三分之一的帖子至少有一次违规,约十分之一的帖子符合吸引年轻人或包含健康主张的标准。大多数含有健康诉求的帖子都包含不符合伊利诺伊州医用大麻使用条件的健康诉求。研究发现,不同社区和药房在遵守规定方面没有差异:本研究的结果表明,需要进行系统的监测和执法,以确保广告法规得到遵守。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysis of social media compliance with cannabis advertising regulations: evidence from recreational dispensaries in Illinois 1-year post-legalization.

Background: In the USA, an increasing number of states have legalized commercial recreational cannabis markets, allowing a private industry to sell cannabis to those 21 and older at retail locations known as dispensaries. Research on tobacco and alcohol suggests this new industry will use aggressive marketing tactics to attract new users and promote greater intensity of use. Of concern is that cannabis company advertising campaigns may be appealing to youth, promote false or misleading health claims, and disproportionately target low-income and minority communities. In this study, we evaluated recreational cannabis dispensary compliance with advertising regulations on social media in the state of Illinois.

Methods: Primary data were collected from a census of recreational dispensary Facebook and Twitter business pages during the first year of recreational sales in 2020. A quantitative content analysis was conducted to systematically analyze the data; a codebook that detailed a protocol for classifying posts was developed prior to the analysis using advertising regulations outlined in the Illinois Cannabis Regulation and Tax Act. Violations of advertising regulations were organized into three categories: advertisements that may be appealing to youth (< 21 years old), advertisements that make health claims, and other advertising violations. The data were analyzed cross-sectionally and longitudinally. Additionally, differences in compliance were assessed by dispensary and neighborhood characteristics.

Results: The results of the analysis revealed substantial and persistent non-compliance throughout the entire study period. Overall, nearly one third of posts had at least one violation and approximately one in ten posts met the criteria for appealing to youth or contained health claims. The majority of posts with health claims included health claims that were not qualifying conditions for medical cannabis access in the state of Illinois. No differences in compliance by neighborhood and dispensary characteristics were found.

Conclusions: The findings from this study suggest that systematic monitoring and enforcement is needed to ensure compliance with advertising regulations.

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CiteScore
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