Recreational Marijuana Marketing and Young Adult Consumer Behavior - Administrative Supplement

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SUMMARY/ABSTRACT Despite controversy regarding non-medical (recreational) cannabis, many states have legalized non-medical cannabis, and many more are likely to follow, despite it being controversial in many states. Thus, states with legalized non-medical cannabis provide an opportunity and a need to monitor cannabis retail and impact on various subgroups, as cannabis regulatory frameworks are in their infancy and require advancements. The overall goal of R01DA054751 is to inform regulatory efforts to minimize cannabis use in disproportionately- impacted populations. This R01 examines the non-medical cannabis market, cannabis use, and related perceptions in consumer segments of diverse young adults. The literature indicates that licit drug retail marketing target certain populations (e.g., racial/ethnic minorities, SGM, young adults) and the consequences of such marketing on substance use in these groups. Our research to date indicates several issues with policy compliance (e.g., age verification), promotional strategies appealing to young people and minorities, various health claims, and minimal health warnings. Our team has also shown the utility of identifying young adults at high-risk for substance use and likely marketing exposure by using industry market segmentation strategies. R01DA054751 addresses the following specific aims: 1) determine whether neighborhood demography is associated with marketing and point-of-sale practices among non-medical cannabis retailers over time, accounting for policy context; and 2) compare young adult market segments defined by age and minority status vs. psychographics in relation to cannabis use, perceptions, access, and advertising exposure in states with differing cannabis policy contexts (non-medical, medicinal, neither) over time. As part of this work, our team is developing a multi-year cannabis-related policy database, with unique data on retail-related policies. The overall goal of this Administrative Supplement (led by Dr. Y. Tony Yang) is to expand on this newly- developed cannabis retail-related policy database by providing additional detailed data on equity-related policies and their implementation. While many states with non-medical cannabis include equity-related policies, little is known about them or their characteristics, implementation, or impact. These data are crucial to understand the extent and methods used to address equity, evaluate their effectiveness, and inform future policy development and implementation protocols. Thus, the proposed Administrative Supplement responds to NOT-DA-22-003: Public Health Research on Cannabis and will address the following specific aims: 1) augment our existing R01 database of cannabis-related policies with detailed information regarding equity- related policies and their implementation and conduct an analysis of major themes, approaches, gaps, and promising strategies; and 2) examine one common equity-related policy theme we have identified in our preliminary work – measures to enhance diversity and inclusion in the cannabis industry via priority licensing and grants for people disproportionately impacted by criminalization to participate in the cannabis industry.