Impact of derived psychoactive cannabis product marketing on perceptions and use among young adults

Cannabis is the most commonly used federally illicit drug in the US, especially prominent in young adults (YAs). Since 2012, 23 states have legalized non-medical cannabis use and established regulations (given its federally illegal status). Meanwhile, derived psychoactive cannabis products (DPCPs) entered the US market as a result of the 2018 US Farm Bill, which classified cannabis products with <0.3% Delta-9 tetrahydrocannabinol (THC) by dry weight as hemp, making DPCPs assumed to be legal by some, but unregulated at the federal level; state regulations vary. Marketing is a key determinant of perceptions and use; however, limited research has examined DPCP marketing or its impact. DPCP marketing may differ from cannabis marketing given its unique legal landscape. For example, in contrast to state-mandated restrictions for cannabis, DPCP packaging often lack warnings (particularly those mentioning potential psychoactive effects), and DPCP advertising often minimizes risks (e.g., safe, legal). Perhaps as a result, some individuals perceive DPCPs as less risky than ‘traditional’ cannabis, and youth are particularly at risk. DPCPs appeal to youth through brightly colored packaging, flavors, and graphics and emphasis on lack of age restrictions. In addition to youth, certain subpopulations may be differentially impacted by DPCP marketing due to targeted marketing. This K01 research aims to catalyze critical, timely research to understand DPCP marketing and product characteristics, perceptions, and high-risk groups to inform laws/regulations (e.g., warning labels, ad restrictions) to address use and related inequities. Guided by Socio-Structural Determinants of Health and Diffusion of Innovations perspectives, we will develop a set of DPCP marketing surveillance tools and use marketing surveillance data to examine DPCP marketing characteristics and their impact over time among YA consumer segments. Our specific aims are to: 1) develop and implement DPCP marketing surveillance methods to assess ads, target consumers, product characteristics, and regulatory factors via: marketing surveillance, point-of-sale audit, and website audit data; 2) examine associations between DPCP marketing exposure, perceptions, and use behaviors over time in YAs representing distinct psychographic market segments using longitudinal data of 500 YAs ages 18-34; and 3) explore perceptions of different ads and warnings among YA segments via a survey-based experimental design (manipulating ad messages and warnings) as part of the longitudinal survey; explore findings via semi-structured interviews. Building on Dr. LoParco’s existing knowledge and skills, the training goals focus on: 1) methodological expertise in advanced quantitative analyses and mixed methods; 2) multilevel conceptual frameworks relevant to determinants of DPCP use; and 3) professional development and research career goals. This study will advance the literature by using rigorous methods to address key questions related to un- or under-regulated psychoactive substances. Findings address NIDA priorities and inform prevention and policies. This K01 will catalyze Dr. LoParco’s career, making critical contributions in this rapidly evolving but understudied area.