加州吸引青少年的大麻广告的特点和效果

IF 4.4 2区医学 Q1 SUBSTANCE ABUSE

International Journal of Drug Policy Pub Date : 2025-02-10 DOI:10.1016/j.drugpo.2025.104718

Alisa A. Padon , Dara G. Ghahremani , Bethany Simard , Aurash J. Soroosh , Lynn D. Silver

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引用次数: 0

摘要

加州拥有世界上最大的受监管的大麻市场，但它让越来越多的年轻人接触到大麻营销，而且该州对吸引年轻人的内容的定义是模糊的。我们的目的是确定加州大麻广告的具体特征，增加青少年对大麻使用的兴趣，以告知合理的限制性营销政策。方法研究对象为409名未来可能使用大麻且居住在加州的青少年（16-20岁）。通过一项在线实验，参与者被随机分配观看大麻广告，这些广告有或没有先前显示的对青少年有吸引力的特征，然后被问及对广告的态度以及他们对使用广告中的大麻产品或服务的兴趣。多变量回归测试了内容特征与这些结果的关联。结果：有几个特征与青少年对大麻使用的兴趣和对广告的态度显著相关，包括插图、清晰的产品描述、食物或味道的参考、积极感觉的描述、冒险、精神活性影响和大量消费的参考。加州大麻广告包含吸引年轻人的特征，并且在加州或其他合法大麻零售的美国州不受限制。

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Characteristics and effects of cannabis advertisements with appeal to youth in California

Background

California boasts the largest regulated cannabis market in the world, but it is increasingly exposing youth to cannabis marketing, and the state's definition of content appealing to youth is vague. We aimed to identify the specific features of California cannabis ads that increase interest in cannabis use among adolescents to inform reasonably restrictive marketing policy.

Methods

Participants consisted of 409 youth (age 16–20 years) susceptible to using cannabis in the future and living in California. Using an online experiment, participants were randomly assigned to view cannabis ads with and without features previously shown to be appealing to adolescents, followed by questions about attitudes toward the ad and their interest in using the advertised cannabis product or service. Multivariable regressions tested associations of content features with these outcomes.

Results

Several features were significantly associated with increasing youth interest in cannabis use and attitudes toward the ad following ad exposure, including illustration, clear product descriptions, food or flavor references, depictions of positive sensations, adventure, psychoactive effects, and references to heavy consumption.

Conclusion

California cannabis ads contain features that appeal to youth and that are not restricted in California or other U.S. states with legal cannabis retail.

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来源期刊

International Journal of Drug Policy SUBSTANCE ABUSE-

CiteScore

7.80

自引率

11.40%

发文量

307

审稿时长

62 days

期刊介绍： The International Journal of Drug Policy provides a forum for the dissemination of current research, reviews, debate, and critical analysis on drug use and drug policy in a global context. It seeks to publish material on the social, political, legal, and health contexts of psychoactive substance use, both licit and illicit. The journal is particularly concerned to explore the effects of drug policy and practice on drug-using behaviour and its health and social consequences. It is the policy of the journal to represent a wide range of material on drug-related matters from around the world.