Cannabis vape product advertising exposure is associated with cannabis vape product use and frequency among U.S. Young adults

Introduction: Cannabis vape products (CVPs) have gained significant popularity as a method of cannabis consumption among U.S. young adults (YAs), raising concerns about associated health risks. This study investigates the relationship between exposure to CVP advertisements (ads) and CVP use among YAs. Method: In 2024, we implemented a web-based survey using a purposive sample of U.S. YA participants (n = 2,204; ages 18–30) with various cannabis use behaviors. Using multivariable regression, we assessed associations between CVP ad exposure (measured by overall exposure, frequency of exposure, and number of advertising channels) and past-month CVP use and use frequency, adjusting for relevant covariates. Results: Ad exposure (AOR = 1.41, p = 0.001; β = 0.2, p = 0.013), higher frequency of ad exposure (AOR = 1.17, p < 0.001; β = 0.10, p < 0.001), and exposure across more advertising channels (AOR = 1.08, p < 0.001; β = 0.06, p < 0.001) were significantly associated with both CVP use and CVP use frequency, respectively. Social media emerged as the most prevalent advertising channel for CVP ad exposure. Specific channels associated with CVP use included email/text messages, ads inside/outside cannabis retailers, TV/radio, ads at bars/pubs/nightclubs, social media, and websites. Similar associations were observed for CVP use frequency, except for websites. Discussion: The study results highlight significant associations between CVP ad exposure and both CVP use and CVP use frequency among YAs, suggesting ad exposure may be a risk factor for CVP use. Further research into the content and impact of CVP advertising, particularly through digital channels like social media and email, is needed to develop strategies for reducing the appeal of such advertising to YAs.