{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,19]],"date-time":"2026-08-19T09:27:44Z","timestamp":1787131664429,"version":"build-2736575974"},"reference-count":60,"publisher":"Wiley","license":[{"start":{"date-parts":[[2026,8,19]],"date-time":"2026-08-19T00:00:00Z","timestamp":1787097600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2026,8,19]],"date-time":"2026-08-19T00:00:00Z","timestamp":1787097600000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/doi.wiley.com\/10.1002\/tdm_license_1.1"}],"funder":[{"DOI":"10.13039\/100000026","name":"National Institute on Drug Abuse","doi-asserted-by":"publisher","award":["R01DA063652"],"award-info":[{"award-number":["R01DA063652"]}],"id":[{"id":"10.13039\/100000026","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000026","name":"National Institute on Drug Abuse","doi-asserted-by":"publisher","award":["R21DA064954"],"award-info":[{"award-number":["R21DA064954"]}],"id":[{"id":"10.13039\/100000026","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Addiction"],"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:sec>\n                    <jats:title>Background and aims<\/jats:title>\n                    <jats:p>Use of derived intoxicating cannabinoid products (DICPs) has grown in the United States (US), as have associated poisonings, emergency department visits and psychotic episodes. Brand marketing on social media, a largely underregulated marketing channel, may be contributing to this growth. To inform prevention efforts, this study characterized marketing features used by leading DICP brands on Instagram.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design<\/jats:title>\n                    <jats:p>Qualitative content analysis.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Setting and cases<\/jats:title>\n                    <jats:p>A total of 837 Instagram posts published by nine leading DICP brands' (CannaAid, Cycling Frog, Delta Extrax, Elyxr, Fly Urb, Hometown Hero, Koi CBD, Mood and Official Canna River) accounts between February 2024 and February 2025.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Measurements<\/jats:title>\n                    <jats:p>\n                      The research team developed a codebook of marketing features using both inductive and deductive methods, and two trained coders analyzed the content of the posts (\n                      <jats:italic>n<\/jats:italic>\n                      \u2009=\u2009837). Frequencies were calculated for each marketing feature, and Chi\u2010squared tests were used to examine associations of marketing feature themes by brand and product type.\n                    <\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>\n                      Social media posts featured product descriptors and imagery (product theme; 75.3%), recreational effects and enjoyment appeals (recreational theme; 52.0%), youth\u2010oriented imagery and cultural cues (youth theme; 49.6%), brand and value positioning (brand theme; 35.7%), health and therapeutic benefit claims (health theme; 10.2%) and health and age warnings (warning theme; 2.5%). Theme presence differed statistically significantly by brand (\n                      <jats:italic>P<\/jats:italic>\n                      s&lt; 0.001). Cycling Frog used product (93.4%), recreational (83.7%) and brand (50.6%) themes most frequently. Mood (64.4%) and Delta Extrax (60.1%) used the youth theme most frequently, while Hometown Hero (23.7%) and Koi CBD (17.7%) used the health theme most frequently. Themes also varied statistically significantly by product type (\n                      <jats:italic>P<\/jats:italic>\n                      s&lt; 0.05). Beverages were the product type most commonly marketed with product (97.4%), recreational (84.3%), youth (56.9%) and brand (40.5%) themes. Edibles (60.8%) and pre\u2010rolls\/blunts (52.9%) were frequently marketed with the recreational theme, while cartridges\/vapes (53.5%) and edibles (49.2%) were frequently marketed with the youth theme.\n                    <\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusions<\/jats:title>\n                    <jats:p>Between February 2024 and February 2025, Instagram posts from leading brands of derived intoxicating cannabinoid products frequently emphasized product, recreational and youth\u2010oriented themes, while age restrictions and health warning messages were less common. Marketing content varied by brand and product type, with beverages particularly likely to feature recreational, lifestyle and youth\u2010appealing elements.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1111\/add.70576","type":"journal-article","created":{"date-parts":[[2026,8,19]],"date-time":"2026-08-19T09:00:13Z","timestamp":1787130013000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Marketing features of derived intoxicating cannabinoid product brands on Instagram: A content analysis"],"prefix":"10.1111","author":[{"given":"Kathryn","family":"La Capria","sequence":"first","affiliation":[{"name":"Rutgers Institute for Nicotine &amp; Tobacco Studies  New Brunswick NJ USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Siyan","family":"Meng","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine &amp; Tobacco Studies  New Brunswick NJ USA"},{"name":"Rutgers School of Public Health  Piscataway NJ USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2681-2464","authenticated-orcid":false,"given":"Alisa A.","family":"Padon","sequence":"additional","affiliation":[{"name":"Public Health Institute  Oakland CA USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3681-3009","authenticated-orcid":false,"given":"Kayla K.","family":"Tillett","sequence":"additional","affiliation":[{"name":"College of Public Health University of North Texas Health Science Center  Fort Worth TX USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8145-0860","authenticated-orcid":false,"given":"Scott I.","family":"Donaldson","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine &amp; Tobacco Studies  New Brunswick NJ USA"},{"name":"Rutgers Robert Wood Johnson Medical School  New Brunswick NJ USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jon\u2010Patrick","family":"Allem","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine &amp; Tobacco Studies  New Brunswick NJ USA"},{"name":"Rutgers School of Public Health  Piscataway NJ USA"},{"name":"Rutgers Robert Wood Johnson Medical School  New Brunswick NJ USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4388-5251","authenticated-orcid":false,"given":"Matthew E.","family":"Rossheim","sequence":"additional","affiliation":[{"name":"College of Public Health University of North Texas Health Science Center  Fort Worth TX USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Cassidy","family":"LoParco","sequence":"additional","affiliation":[{"name":"Milken Institute School of Public Health George Washington University  Washington DC USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8931-1961","authenticated-orcid":false,"given":"Carla J.","family":"Berg","sequence":"additional","affiliation":[{"name":"Milken Institute School of Public Health George Washington University  Washington DC USA"},{"name":"George Washington Cancer Center George Washington University  Washington DC USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5449-5473","authenticated-orcid":false,"given":"Kristina M.","family":"Jackson","sequence":"additional","affiliation":[{"name":"Rutgers Robert Wood Johnson Medical School  New Brunswick NJ USA"},{"name":"Rutgers Addiction Research Center  Piscataway NJ USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1797-5248","authenticated-orcid":false,"given":"Julia","family":"Chen\u2010Sankey","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine &amp; Tobacco Studies  New Brunswick NJ USA"},{"name":"Rutgers School of Public Health  Piscataway NJ USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2026,8,19]]},"reference":[{"key":"e_1_2_10_2_1","unstructured":"ConawayM.Agriculture Improvement Act of 2018. 7 U.S.C. \u00a7 1639o\u20101639s [Internet].2018. Available from:https:\/\/www.congress.gov\/bill\/115th\u2010congress\/house\u2010bill\/2\/text?s=3&r=5&q=%7B%22search%22%3A%22agriculture+improvement+act+2018%22%7D"},{"key":"e_1_2_10_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.amepre.2024.07.001"},{"key":"e_1_2_10_4_1","doi-asserted-by":"publisher","DOI":"10.1111\/add.16142"},{"key":"e_1_2_10_5_1","doi-asserted-by":"publisher","DOI":"10.1089\/can.2023.0266"},{"key":"e_1_2_10_6_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.addbeh.2024.108180"},{"key":"e_1_2_10_7_1","doi-asserted-by":"publisher","DOI":"10.15288\/jsad.24-00174"},{"key":"e_1_2_10_8_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugalcdep.2024.111119"},{"key":"e_1_2_10_9_1","doi-asserted-by":"publisher","DOI":"10.1080\/02791072.2025.2484376"},{"key":"e_1_2_10_10_1","unstructured":"U.S. Food and Drug Administration. [Internet]. [cited2025Jun 9].FDA regulation of cannabis and cannabis\u2010derived products including cannabidiol (CBD). Available from:https:\/\/www.fda.gov\/news-events\/public-health-focus\/fda-regulation-cannabis-and-cannabis-derived-products-including-cannabidiol-cbd#:~:text=FDA%20continues%20to%20be%20concerned serious%20and%20even%20fatal%20diseases"},{"key":"e_1_2_10_11_1","unstructured":"JeongA.Congress tightens THC restrictions on hemp closing Farm Bill loophole. Washington Post [Internet]2025Nov 13. Available from:https:\/\/www.washingtonpost.com\/politics\/2025\/11\/13\/hemp-cannabis-thc-delta8-rand-paul\/"},{"key":"e_1_2_10_12_1","series-title":"Monitoring the Future Monograph Series","volume-title":"Monitoring the Future National Survey Results on Drug Use, 1975\u20132023: overview and detailed results for secondary school students","author":"Miech RA","year":"2024"},{"key":"e_1_2_10_13_1","unstructured":"Reported use of most drugs among adolescents remained low in 2024. National Institute on Drug Abuse [Internet].2024. Available from:https:\/\/nida.nih.gov\/news-events\/news-releases\/2024\/12\/reported-use-of-most-drugs-among-adolescents-remained-low-in-2024"},{"key":"e_1_2_10_14_1","volume-title":"The health effects of cannabis and cannabinoids: the current State of evidence and recommendations for research","author":"National Academies of Sciences, Engineering, and Medicine, Health and Medicine Division, Board on Population Health and Public Health Practice, Committee on the Health Effects of Marijuana: An Evidence Review and Research Agenda","year":"2017"},{"key":"e_1_2_10_15_1","doi-asserted-by":"publisher","DOI":"10.1001\/jamapsychiatry.2015.3278"},{"key":"e_1_2_10_16_1","doi-asserted-by":"publisher","DOI":"10.1111\/add.70310"},{"key":"e_1_2_10_17_1","doi-asserted-by":"publisher","DOI":"10.1007\/s40429-025-00703-1"},{"key":"e_1_2_10_18_1","doi-asserted-by":"publisher","DOI":"10.18001\/TRS.3.1.9"},{"key":"e_1_2_10_19_1","doi-asserted-by":"publisher","DOI":"10.1007\/s40429-022-00463-2"},{"key":"e_1_2_10_20_1","doi-asserted-by":"publisher","DOI":"10.1111\/add.16586"},{"key":"e_1_2_10_21_1","doi-asserted-by":"publisher","DOI":"10.1177\/29767342251313860"},{"key":"e_1_2_10_22_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugalcdep.2026.113128"},{"key":"e_1_2_10_23_1","doi-asserted-by":"publisher","DOI":"10.1080\/10826084.2024.2422987"},{"key":"e_1_2_10_24_1","doi-asserted-by":"publisher","DOI":"10.1001\/jamanetworkopen.2025.3117"},{"key":"e_1_2_10_25_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11606-019-05335-6"},{"key":"e_1_2_10_26_1","unstructured":"GottfriedJ ParkE Americans' social media use 2025. Pew Research Center.2025Nov 20 [cited 2026 Apr 16]. Available from:https:\/\/www.pewresearch.org\/internet\/2025\/11\/20\/americans-social-media-use-2025\/"},{"key":"e_1_2_10_27_1","unstructured":"FaverioM SidotiO.Teens social media and technology 2024. Pew Research Center. 2024 Dec 12 [cited 2025 Jan 9]. Available from:https:\/\/www.pewresearch.org\/internet\/2024\/12\/12\/teens-social-media-and-technology-2024\/"},{"key":"e_1_2_10_28_1","doi-asserted-by":"publisher","DOI":"10.1186\/s13011-023-00546-x"},{"key":"e_1_2_10_29_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jadohealth.2025.06.036"},{"key":"e_1_2_10_30_1","unstructured":"Cannabis Creative.Instagram Marketing Basics for Cannabis Entrepreneurs.2023. [cited 2026 Jun 5]. Available from:https:\/\/cannabiscreative.com\/blog\/instagram-marketing-basics-for-cannabis-entrepreneurs\/"},{"key":"e_1_2_10_31_1","unstructured":"CollinsD.The Hood Collective [Internet].2025. [cited 2026 Jun 5]. Cannabis and social media in 2025: what brands need to know to stay compliant and visible. Available from:https:\/\/www.hoodcollective.com\/post\/cannabis-and-social-media-in-2025-what-brands-need-to-know-to-stay-compliant-and-visible"},{"key":"e_1_2_10_32_1","doi-asserted-by":"publisher","DOI":"10.15288\/jsad.2022.83.27"},{"key":"e_1_2_10_33_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugalcdep.2020.108353"},{"key":"e_1_2_10_34_1","doi-asserted-by":"publisher","DOI":"10.1001\/jamanetworkopen.2018.2242"},{"key":"e_1_2_10_35_1","unstructured":"Instagram.Restricted Goods and Services. Transparency Center [Internet]. [cited2026Jun 5]. Available from:https:\/\/transparency.meta.com\/policies\/community-standards\/restricted-goods-services\/"},{"key":"e_1_2_10_36_1","unstructured":"BrownD.Stratcann [Internet].2025. [cited 2026 Jun 29]. Cannabis brand files legal action against Health Canada for $500 000 marketing fine. Available from:https:\/\/stratcann.com\/news\/cannabis-brand-files-legal-action-against-health-canada-marketing-fine\/"},{"key":"e_1_2_10_37_1","unstructured":"Cannabis.net [Internet].2024[cited 2026 Jun 26].Cannabis advertising gone wrong \u2010 over $200 000 in fines issued to marijuana companies for ads that broke the rules. Available from:https:\/\/cannabis.net\/blog\/news\/cannabis-advertising-gone-wrong-over-200000-in-fines-issued-to-marijuana-companies-for-ads-that"},{"key":"e_1_2_10_38_1","unstructured":"Brightfield Group. [Internet].Brightfield for CBD and hemp\u2010derived THC. Available from:https:\/\/www.brightfieldgroup.com\/cbd-industry-insights"},{"key":"e_1_2_10_39_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugpo.2025.104718"},{"key":"e_1_2_10_40_1","doi-asserted-by":"publisher","DOI":"10.1080\/10410236.2016.1250331"},{"key":"e_1_2_10_41_1","volume-title":"An Examination of the Role of Advertising Content in the Relationship Between Alcohol Advertising Exposure and Underage Drinking","author":"Padon AA","year":"2014"},{"key":"e_1_2_10_42_1","doi-asserted-by":"publisher","DOI":"10.1080\/10826084.2025.2555499"},{"key":"e_1_2_10_43_1","doi-asserted-by":"publisher","DOI":"10.1080\/16066359.2025.2519601"},{"key":"e_1_2_10_44_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11135-004-8107-7"},{"key":"e_1_2_10_45_1","doi-asserted-by":"publisher","DOI":"10.1177\/00914509251393011"},{"key":"e_1_2_10_46_1","doi-asserted-by":"publisher","DOI":"10.1093\/ntr\/ntaf016"},{"key":"e_1_2_10_47_1","doi-asserted-by":"publisher","DOI":"10.1136\/tc.11.suppl_1.i73"},{"key":"e_1_2_10_48_1","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2015-052656"},{"key":"e_1_2_10_49_1","doi-asserted-by":"publisher","DOI":"10.1080\/07448481.2025.2552829"},{"key":"e_1_2_10_50_1","doi-asserted-by":"publisher","DOI":"10.1093\/abm\/kaae018"},{"key":"e_1_2_10_51_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugalcdep.2023.110992"},{"key":"e_1_2_10_52_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugalcdep.2021.108865"},{"key":"e_1_2_10_53_1","doi-asserted-by":"publisher","DOI":"10.1186\/s13011-025-00634-0"},{"key":"e_1_2_10_54_1","doi-asserted-by":"publisher","DOI":"10.1136\/tc-2024-059021"},{"key":"e_1_2_10_55_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugalcdep.2019.04.018"},{"key":"e_1_2_10_56_1","unstructured":"BeredayH SchwartzE.The Network for Public Health Law [Internet]. State Regulation of Adult\u2010Use Cannabis Advertising Available from:https:\/\/www.networkforphl.org\/resources\/state-regulation-of-adult-use-cannabis-advertising\/"},{"key":"e_1_2_10_57_1","unstructured":"HammondD IraniparastH HongD BurkhalterR RynardV FataarF United States 2024 Cannabis Report. University of Waterloo;2025."},{"key":"e_1_2_10_58_1","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2021-056667"},{"key":"e_1_2_10_59_1","doi-asserted-by":"publisher","DOI":"10.1080\/10410236.2017.1407227"},{"key":"e_1_2_10_60_1","doi-asserted-by":"publisher","DOI":"10.1001\/jamapediatrics.2022.4970"},{"key":"e_1_2_10_61_1","doi-asserted-by":"publisher","DOI":"10.1177\/00220426231159542"}],"container-title":["Addiction"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/add.70576","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/full-xml\/10.1111\/add.70576","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/add.70576","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,8,19]],"date-time":"2026-08-19T09:00:19Z","timestamp":1787130019000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/add.70576"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,8,19]]},"references-count":60,"alternative-id":["10.1111\/add.70576"],"URL":"https:\/\/doi.org\/10.1111\/add.70576","archive":["Portico"],"relation":{},"ISSN":["0965-2140","1360-0443"],"issn-type":[{"value":"0965-2140","type":"print"},{"value":"1360-0443","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,8,19]]},"assertion":[{"value":"2026-03-12","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2026-07-15","order":2,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2026-08-19","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}],"article-number":"add.70576"}}