#natural, #vegan, #healing: A Content Analysis of Health Content Among Instagram Posts Focused on Cannabis Edibles.

Background: Despite limited scientific evidence, public perceptions of cannabis as health enhancing are significant. As food products, cannabis edibles (edibles), may also leverage food-related associations that convey health. Social media is a prominent and influential source of largely unregulated cannabis information and a potential place to correct misinformation. Given its potential to shape product appeal and perceptions of health benefits and risks, understanding the social media landscape around edibles and health is a priority.

Methods: We conducted a quantitative content analysis of a random sample of #edibles Instagram posts (N = 702) published in January 2020. A structured coding instrument analyzed posts for: (1) non-food related health, medicine, and wellness content (2) food-related characteristics/associations suggesting edibles are healthy foods or appropriate for particular diets.

Results: The majority of posts (61%) featured non-food related health, medicine, or wellness content. 35% of posts noted a general health or wellness issue or benefit, while 9% highlighted a medical condition, clinical diagnosis or attendant benefit; a wide range of wellness, health, and clinical issues were cited. Nearly half of all posts (45%) alluded to medicine or being medicated, while 22% referenced medical marijuana specifically. Connections to health were also made through food-related associations, with 13% of posts citing a dietary need or nutrient claim and 10% highlighting food-related characteristics that imply product healthfulness.

Conclusions: Health-related content is widespread among #edibles Instagram posts. Communication approaches to counter unsubstantiated health claims and regulatory strategies limiting commercial promotion should be considered. Explicit connections between edibles and health and more implicit associations via hashtags and images warrant particular attention.