Hemp brands use social media to market intoxicating products to youth

A study analyzing Instagram content has revealed that hemp-derived cannabinoid brands in the United States are utilizing social media to market intoxicating products, such as delta-8 THC, primarily to younger audiences. Researchers examined 837 posts from nine prominent brands over a one-year period.

The analysis found that marketing strategies heavily emphasize commercial and recreational aspects. Approximately 75 percent of the posts focused on the product itself, while over half promoted pleasure, leisure, or recreational use. About 50 percent of the content utilized imagery or cultural references appealing to youth, including memes, cartoons, and pop culture elements.

In contrast, health warnings and age restrictions were found to be very rare in these posts. While some content mentioned potential health benefits, these messages appeared more frequently than safety warnings or age disclosures.