Social media is one of the most powerful tools in the modern world, and while it connects people in many positive ways, it also comes with some hidden risks, especially for children. One major concern is the rising exposure of kids to marijuana advertisements, which could have serious consequences. Experts are warning that a legal loophole is allowing kids to view these ads, even though they’re not old enough to legally purchase marijuana.

The Loophole in Marijuana Advertising

The Controlled Substances Act in the U.S. makes it illegal to advertise marijuana through federal channels or across state lines. However, marijuana businesses have found a way around this by creating their own pages on social media and cannabis websites. These pages often contain advertisements that can easily reach children, bypassing age restrictions. Kids, curious about these products, can like, comment, and share these posts, spreading them to their peers.

Alisa Padon, a researcher for the Prevention Policy Group, emphasizes that this is a serious issue. “Research shows that type of engagement is related to an increased likelihood of wanting to use and using cannabis,” she said. “It’s a perfect storm, and regulators are doing nothing about it.”

Rising Marijuana Use Among Teens

Recent surveys show that marijuana use is on the rise among teenagers. Over 7% of eighth graders, nearly 16% of tenth graders, and almost 26% of twelfth graders reported using cannabis in the past year. This is troubling because marijuana use during adolescence can have long-lasting effects on brain development, memory, and cognition. According to Dr. Megan Moreno, a pediatrician at the University of Wisconsin, heavy use can result in irreversible developmental issues.

“Marijuana can interfere with brain growth at a critical time in a child’s natural development,” she warns.

How the Marijuana Industry Targets Youth

The cannabis industry has become highly skilled in marketing to young people. In fact, experts say that marijuana advertising strategies are similar to those used by the alcohol, tobacco, and food industries. Bright colors, appealing flavors, and exciting packaging all draw attention, especially from teens who are still shaping their identities.

In some states, marijuana businesses even use young-looking salespeople, called “budtenders,” to make their products appear more relatable to teens. Additionally, many cannabis ads link marijuana use with being active or athletic, tapping into young people’s desire to fit in and appear “cool.”

Social Media: A Double-Edged Sword

Social media platforms, where many teenagers spend a lot of their time, are prime spaces for cannabis ads to spread. Experts agree that the marijuana industry has been particularly creative in using social media to market its products. Since traditional advertising is restricted, cannabis brands use influencers, clever visuals, and viral content to target young audiences. In one study, researchers found that advertisements featuring illustrations and references to food were especially appealing to youth.

When ads featured cannabis products in bright, enticing colors, or tied marijuana to exciting activities, young people were far more likely to engage with the content.

Lack of Regulation in California

Despite growing concerns about marijuana advertising to minors, regulations around cannabis ads are still quite weak, especially in California. Only a small number of California localities have imposed any restrictions on cannabis sales and advertising. While some places have raised taxes on marijuana sales, which may help reduce youth access, overall regulation remains limited.

One of the most concerning findings from recent reports is the skyrocketing number of accidental cannabis overdoses among young children. Edibles, such as gummies and chocolate, are often packaged to look like regular candy, which can lead to dangerous situations where kids consume products containing THC. Between 2019 and 2023, the number of calls to poison control centers for children under five who had ingested cannabis increased by over 1,300%.

Moving Forward: What Needs to Change

The situation calls for urgent action from both regulators and the cannabis industry. Experts suggest that stronger advertising restrictions and better labeling on cannabis products are essential to protecting youth. In particular, ads should not target or appeal to minors, and stricter regulations should be put in place to limit social media marketing of cannabis.

There is hope that as more people recognize the risks associated with marijuana advertising to minors, we will see more proactive measures taken to safeguard public health. Until then, it remains crucial for parents, educators, and regulators to stay vigilant and make sure that cannabis marketing doesn’t continue to harm young people’s well-being.