Abstract
Ever since medical and nonmedical marijuana became legal in parts of the United States in 2012, scholars have cited concerns regarding marijuana advertising's impact on adolescents. The current study aimed to explore how online marijuana websites are utilizing their advertising strategies amid the lack of centralized regulation by qualitatively analyzing 141 websites of marijuana brands in the United States. We found that the common themes they employed were high, professionalism, natural, and adventurous. There was no fair balance between benefit and risk information because most of the brands did not communicate the risk. The use of animated characters was found, along with other appeals that could potentially influence underage users. Areas of concern that need imminent attention from the regulatory body are discussed.
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