Content Analysis of Derived Intoxicating Cannabis Vape Product Attributes and Marketing In an Online Retail Environment.

Introduction: The 2018 U.S. Farm Bill unintentionally resulted in the proliferation of derived intoxicating cannabis vape products (DICVPs), raising concerns about associated health risks. To inform prevention efforts, this study analyzed the product attributes and marketing features of DICVPs sold online, particularly features that could attract youth or lower risk perception.

Methods: In 2023, product attributes and descriptions of 490 flavored DICVPs were extracted from two online retail websites. In 2024, two trained coders thematically coded product descriptions for their product marketing features.

Results: Overall, 95 unique brands and 26 unique intoxicating cannabinoids were identified. The most frequent marketing features overall were vape product design and use (99.0%), including vaping satisfaction, discreetness, convenience, and use instructions. Regulation and compliance messages (91.6%) were also prevalent, including lab testing for additives and/or chemicals, health warnings, hemp-derived labels, references to the Farm Bill, and U.S. Food and Drug Administration approval statements. Other prominent themes included: flavor and sensation claims (79.6%, i.e., flavor variety, fruit flavors); psychoactive effect claims (43.3%, e.g., potency or expected user experience); product quality claims (38.4%, e.g., "quality," "natural," "purity"); and other positive effect claims (33.9%, e.g., mood enhancement, relaxation).

Discussion: The DICVP online marketplace is highly fragmented with a variety of brands and intoxicating compounds. Common marketing strategies promoting appealing flavors and positive vaping experiences may increase their appeal to young people. Features related to product legality and quality may reduce perceived risks and barriers to using products. Continuous monitoring of the DICVP marketplace is needed to inform policymaking.