Sexually Suggestive Cannabis Ads May Shape Young Adults' Intentions to Use Before Sex, Study Finds

A new study from Washington State University suggests that cannabis ads interpreted as promising better sex may influence young adults' expectations and intentions to use cannabis before sexual activity. The research, involving 747 Washington college students, found that personal interpretation of ad messages was a stronger predictor of intended use than simply viewing sexual or romantic imagery.

A new study from Washington State University indicates that cannabis marketing messages about better sex may influence young adults' plans to consume cannabis before sexual activity. The research, published in the journal Communication Research, found that college students who interpreted ads as suggesting cannabis use resulted in better sex were more likely to expect those benefits and to say they might use cannabis before sex.

The study included 747 Washington college students who were shown specific ads that had appeared on Instagram. Researchers examined how different people interpreted the same messages and whether those interpretations were connected to their expectations and intentions.

Simply viewing a sexual or romantic ad did not consistently predict viewers' answers. What mattered more was how they interpreted it. Those who believed an ad was promising better sex were more likely to expect cannabis to improve their own sexual experiences or reduce nervousness, and they were more likely to say they might use cannabis before sex.

Jessica Fitts Willoughby, a professor in WSU's Edward R. Murrow College of Communication and the study's lead author, noted that researchers know from alcohol advertising that sexualized appeals can make a difference in how people understand the information presented. She added that cannabis is a little different because there really aren't rules saying you can't tie it to sex.

The study also found differences between men and women. Men who wanted to be like the men shown in sexual or romantic ads were more likely to say they intended to use cannabis before sex. Women who thought the ads raised concerns about sexual consent were less likely to say they would use cannabis before sex.

Stacey J.T. Hust, a professor in the Murrow College and co-author of the study, said the findings suggest that those messages could make people, particularly women, less likely to intend to use cannabis before sex. The study was published online on August 31.