A new study investigated consumers’ exposure to and content within product reviews about marijuana. Researchers conducted two investigations: A systematic study of the content of user-generated Youtube videos of marijuana product reviews (n = 83) and an online survey of young adult marijuana users (n = 742). Results of the first investigation found only 13% of videos were age-restricted, 87% of videos depicted someone consuming marijuana, 87% of videos reviewed a specific form of marijuana, and 93% of videos contained positive reviews. The most common benefit/health claim of the product reviewed was getting the user very high (44%), followed by facilitating relaxation (35%). Participants in the second investigation were members of the SurveyMonkey Audience aged 18 to 34 years who reported past-month or current marijuana use and completed an online survey about their exposure to marijuana advertisements in the past 30 days. After statistical analyses, results showed 57% of the sample used marijuana for recreational purposes alone and 34% of current marijuana users either viewed or sought a marijuana product or dispensary review in the past month. Individuals who lived in a state in which recreational marijuana use was legal were significantly more likely to seek out reviews than their counterparts in states in which it was illegal. Respondents who reported using marijuana only for recreational reasons were significantly less likely to view or seek reviews than respondents who reported using only for medical reasons.
Take away: Online marijuana review videos are easily accessible and typically share favorable experiences with specific products. Messages on marijuana prevention and potential harms of marijuana may be needed to balance the pro-marijuana messages delivered in review videos.