Introduction
Exposure to commercial marketing of cannabis vape products (CVPs) may contribute to increased use, yet little is known about how these products are marketed. This study examined product features detailing the functionalities or benefits of CVPs in an online retail environment.
Methods
Product descriptions for a sample of 343 CVPs from top-selling brands were obtained from Jane Technologies, a leading online cannabis retail website with 22,000 cannabis brands and 1.8 million products. Three trained coders thematically coded product descriptions to identify promoted product features.
Results
The most frequently mentioned product feature was flavor profile and sensation (74.1%), including general and specific flavor descriptors (e.g., fruit and concept flavors) and sensory experiences (e.g., sweet, spicy). Psychoactive effects were noted in 47.5% of the descriptions, detailing potency or effects such as feeling “high,” “stoned,” or “buzzed.” Product quality was mentioned in 42.3% of the descriptions, describing the high quality of the marketed products with descriptors such as “purity,” “natural,” or “organic.” Positive effects from product use included mood enhancement (33.8%), reduced harm (24.2%), relaxation/tension reduction (23.9%), focus/creativity (16.6%), convenience/discreetness (11.1%), socialization enhancement (6.7%), and physical performance enhancement (6.1%). In addition, therapeutic effect claims (18.4%) included content about general health (e.g., “promotes wellness”), mental health (e.g., “reduces anxiety and depression”), and physical health (e.g., “aids in pain management”).
Discussion
Some frequently promoted product features of CVPs, such as flavor profile and sensation and psychoactive effects, may particularly appeal to younger consumers for non-medical use. Meanwhile, attributes surrounding high product quality and reduced harm may reduce individuals’ perceived risks of CVP use. The therapeutic effect claims lacked scientific support and could worsen the health of individuals with chronic conditions. Additional research assessing the influence of exposure to marketing features for CVPs on product perceptions and use behaviors among priority populations is needed to inform regulations and enforcement.