Evaluating the Impact of Psychotherapeutic Advertising Claims on Cannabis Purchasing

Part of paid clinical trials in Lebanon, New Hampshire.

Sponsor
Trustees of Dartmouth College
Study ID
NCT07216911
Status
Recruiting
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Conditions

Eligibility Criteria

Sex
ALL
Age
21 Years - N/A
Healthy Volunteers
Accepted

Interventions

  • CC — BEHAVIORAL
    Participants are exposed to an online cannabis store condition that includes claims about neutral product attributes.
  • PAC — BEHAVIORAL
    Participants are exposed to an online cannabis store condition that includes CC plus claims about each product's effects on mental health (e.g., "Calming") and symptom relief (e.g., "Helps with: Stress").
  • WL — BEHAVIORAL
    Includes CC plus a mental health warning label about the negative impact of THC on anxiety and depression.

Study Details

In the U.S., legal cannabis is frequently advertised as an effective treatment for mental health problems such as anxiety and depression-particularly online. States that have legalized cannabis have not implemented regulations to address this type of advertising. This project aims to investigate the influence of psychotherapeutic advertising claims (PAC) and mental health warning labels (WL) on online cannabis purchasing behaviors among light-to-moderate cannabis users with symptoms of depression and/or anxiety. The specific aims are to determine whether PAC increases cannabis purchasing intentions and whether a mental health WL can mitigate this effect. A realistic online cannabis shopping experience will be simulated using the digital Platform for Online Evaluation of Marijuana Marketing and Sales (POEMMS). The study will employ a between-subjects experimental design by randomizing 2,000 participants to one of four online stores that vary in PAC and WL content: (1) a control claims (CC)-only store, (2) a PAC store, (3) a WL store, and (4) a PAC + WL store. Participants will browse and select items as if making real purchases. Analyses will examine three primary outcomes to determine the influence of PAC and WL on purchasing behaviors: (1) total milligrams of THC purchased, (2) average potency (%THC) of products, and (3) overall number of products purchased. The long-term objective is to inform evidence-based cannabis policy and regulatory strategies by understanding the impact of cannabis marketing on vulnerable populations. This research is relevant to public health by addressing the potential risks associated with misleading cannabis marketing, which may lead to increased use and exacerbation of mental health symptoms among individuals with depression and anxiety. The project leverages a multidisciplinary team with expertise in addiction, mental health, epidemiology, and digital health technology. The findings have the potential to inform the development of targeted interventions and policies to reduce harms associated with cannabis advertising-ultimately contributing to better health outcomes and more effective regulation.

Key Dates

Start date
Apr 15, 2026
Status verified
May 2026
Primary completion
Jun 30, 2026
Completion
Jun 30, 2027

Study Design

Enrollment
2,000 participants (estimated)
Allocation
RANDOMIZED
Intervention model
FACTORIAL
Primary purpose
PREVENTION

Arms

  • Active Comparator: Control Claims (CC) Store
    The Control Claims (CC) store only includes claims about neutral product attributes (e.g., activation time and batch number).
  • Experimental: PAC Store
    The PAC Store includes CC plus claims about a product's mental health effects (e.g., 'Calming') and symptom relief (e.g., 'Helps with: Stress').
  • Experimental: WL Store
    The WL Store includes CC plus a WL about the negative impact of THC on anxiety and depression.
  • Experimental: PAC + WL Store
    The PAC+WL Store includes PACs, WL, and CC.

Primary Outcome Measure

Milligrams of THC Purchased [ Time Frame: Assessed once immediately after completion of the simulated shopping task (cross-sectional, baseline assessment only) ]

Central Contacts

Locations (1)

FacilityCityStateZIPSite coordinators
Geisel School of Medicine at Dartmouth CollegeLebanonNew Hampshire03766
Jacob T Borodovsky, PHD
[email protected]
6036465678

Find similar trials in Lebanon, NH

By condition
Depression
By specialty
PsychiatryMental healthBehavioral health
By research site
Geisel School of Medicine at Dartmouth College· Lebanon, NH

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