Over the past several years,
medical marijuana has received increased attention in the media, and
marijuana use has increased across the United States. Studies suggest that as marijuana has become more accessible and adults have become more tolerant regarding
marijuana use, adolescents perceive marijuana as more beneficial and are more likely to use if they are living in an environment that is more tolerant of
marijuana use. One factor that may influence adolescents' perceptions about marijuana and
marijuana use is their exposure to advertising of this product. We surveyed sixth- to eighth-grade youth in 2010 and 2011 in 16 middle schools in Southern California (n = 8,214; 50% male; 52% Hispanic; mean age = 13 years) and assessed exposure to advertising for
medical marijuana, marijuana intentions, and
marijuana use. Cross-lagged regressions showed a reciprocal association of advertising exposure with
marijuana use and intentions during middle school. Greater initial
medical marijuana advertising exposure was significantly associated with a higher probability of
marijuana use and stronger intentions to use 1 year later, and initial
marijuana use and stronger intentions to use were associated with greater
medical marijuana advertising exposure 1 year later. Prevention programs need to better explain
medical marijuana to youth, providing information on the context for proper medical use of this drug and the potential harms from use during this developmental period. Furthermore, as this is a new frontier, it is important to consider regulating
medical marijuana advertisements, as is currently done for alcohol and tobacco products.