Main Hemp-Derived Cannabinoid Brands Lean on Life-style and Youth Appeals on Social Media

Brands that market hemp-derived, intoxicating cannabinoid merchandise are capitalizing on lack of oversight on social media platforms to succeed in shoppers, in line with Rutgers Health researchers. 

Since the passage of the 2018 U.S. Farm Bill, use of those merchandise — Delta-8 THC, HHC and THC-P delivered as edibles, drinks, vapes, concentrates and extracts — has been on the rise all through the United States. Brand advertising on social media, which is essentially underregulated, might contribute to this progress.

The study, revealed within the journal Addiction, evaluated the advertising options utilized by main manufacturers on social media to tell client safety and youth prevention methods, in addition to public well being coverage responses.

“Stronger standards are needed to restrict content that is potentially misleading and directed at youth and even reconsider whether commercial brands that market intoxicating substances should be permitted to maintain social media accounts,” mentioned Julia Chen-Sankey, an assistant professor on the Rutgers School of Public Health.

The researchers analyzed 837 Instagram posts revealed by accounts representing 9 main manufacturers between February 2024 and February 2025. They evaluated the posts for key advertising themes, together with product descriptions, leisure appeals, imagery oriented for youth 18 and youthful, well being claims and security warnings.

They discovered the manufacturers positioned an emphasis on life-style and leisure advertising, with minimal consideration given to client security warnings. Product description and imagery have been featured in 75% of posts and 52% confirmed leisure photos that depicted hemp-derived, intoxicating cannabinoid merchandise as a part of day by day routines and social or leisure experiences. Youth-oriented imagery, corresponding to memes, cartoons and popular culture references, have been current in practically 50% of the posts. 

The advertising strategy diverse by product kind. Cannabis drinks have been essentially the most closely promoted product class, with 97% that includes product imagery, 84% emphasizing leisure themes, 57% utilizing youth-oriented appeals and 40% specializing in model positioning. Youth-focused themes additionally have been outstanding in posts advertising vapes and cartridges (54%) and edibles (49%). Recreational themes have been widespread in posts for edibles (61%) and pre-rolls or blunts (53%). 

The researchers mentioned social media platforms’ insurance policies use broad and imprecise language relating to restrictions on the sale and promotion of hashish and THC merchandise. This ambiguity permits manufacturers to proceed posting content material that, whereas circuitously promoting these merchandise, should still promote their use amongst younger individuals. 

“Although this study focused on Instagram, similar indirect marketing practices warrant closer examination on platforms such as YouTube, Facebook and TikTok,” mentioned Chen-Sankey, a co-author of the research. 

Approximately half of the posts included youth-oriented parts, corresponding to cartoon imagery, memes, and influencers, is notable given the reported increase in hemp-derived, intoxicating cannabinoid product use in youth, the researchers mentioned. 

“Although many states prohibit youth-appealing marketing strategies, these restrictions do not explicitly extend to hemp-derived, intoxicating cannabinoid products or to social media platforms, where regulatory oversight and enforcement remain limited,” mentioned co-author Kathryn La Capria, a analysis affiliate at Rutgers Institute for Nicotine and Tobacco Studies. “Age restrictions limiting who could view brand social media content and notices that products were for adults aged 21 or older were rarely observed, leaving much of the content accessible to underage users, potentially increasing youth exposure to content that normalizes use among young people.”

U.S. Public Law 119-37 successfully prohibits intoxicating hemp-derived merchandise which might be presently offered commercially by narrowing the federal definition of hemp and most THC per bundle. However, the researchers cautioned that manufacturers with established social media audiences might proceed utilizing oblique life-style and model advertising even because the product market adjustments.

“These findings highlight important gaps in platform policies and enforcement,” Chen-Sankey mentioned. “In addition to maintaining the prohibition on intoxicating hemp products set forth in Public Law 119-37, regulators and social media companies need clearer standards addressing youth-oriented features, such as cartoons and memes, as well as potentially misleading health claims and inadequate safety information.”

Other Rutgers authors embrace Siyan Meng, Scott Donaldson and Jon-Patrick Allem.