Funding Source
NIH NIDA, R21DA062816
Project Period
06/01/2025 – 05/31/2027
Principal Investigator
Jacob T. Borodovsky, PhD (Dartmouth College)
Other Project Staff
Jennifer Emond, PhD (Co-I)
James Sargent, MD (Co-I)
Alan Budney, PhD (Co-I)
Cara Struble, PhD (Consultant)
Neil Davidson (Consultant)
Project Summary
In the U.S., legal cannabis is frequently advertised as an effective treatment for mental health problems such as anxiety and depression – particularly online. States that have legalized cannabis have not implemented regulations to address this type of advertising. This project aims to investigate the influence of psychotherapeutic advertising claims (PAC) and mental health warning labels (WL) on online cannabis purchasing behaviors among light-to-moderate cannabis users with symptoms of depression and/or anxiety. The specific aims are to determine if PAC increases cannabis purchasing intentions and if a mental health WL can mitigate this effect. A realistic online cannabis shopping experience will be simulated using the digital “Platform for Online Evaluation of Marijuana Marketing and Sales” (POEMMS). The study will employ a between-subjects experimental design by randomizing 2,000 participants to one of four online stores that vary in PAC and WL content: (1) a control claims (CC) only store, (2) a PAC store, (3) a WL store, and (4) a PAC and WL store. Participants will browse and select items as if making real purchases. Analyses will examine three primary outcomes to determine the influence of PAC and WL on purchase behaviors: (1) total milligrams of THC purchased, (2) average potency (%THC) of products, and (3) overall number of products purchased.
The long-term objective is to inform evidence-based cannabis policy and regulatory strategies by understanding the impact of cannabis marketing on vulnerable populations. This research is relevant to public health by addressing the potential risks associated with misleading cannabis marketing, which may lead to increased use and exacerbation of mental health symptoms among individuals with depression and anxiety. The project leverages a multidisciplinary team with expertise in addiction, mental health, epidemiology, and digital health technology. The findings have the potential to inform the development of targeted interventions and policies to reduce harms associated with cannabis advertising, ultimately contributing to better health outcomes and more effective regulation.
Public Health Relevance
This study examines the effects of psychotherapeutic advertising claims (PAC) and mental health warning labels on the cannabis purchasing behavior of individuals with depression or anxiety within an online cannabis marketplace. By focusing on a vulnerable population likely to be influenced by PAC, the research aims to provide evidence-based insights that could guide the development of more effective regulatory strategies for cannabis marketing. Findings are expected to contribute to enhanced public health outcomes by informing policies that protect consumers from misleading cannabis advertising claims.