Product Features Used to Promote Top-selling Cannabis Vape Products in An Online Retail Environment

IntroductionExposure to commercial marketing of cannabis vape products (CVPs) may encourage CVP use, yet little is known about how these products are marketed. This study examined marketing descriptions of CVPs functions and benefits in an online retail environment. MethodsProduct descriptions from a sample of 343 CVPs from 78 top-selling cannabis brands in 2023 were obtained from a large cannabis e-commerce website. Each description was thematically coded based on the promoted product features. ResultsThe most frequently mentioned product feature was flavor profile and sensation (74.1%), including general and specific flavor descriptors (e.g., fruit 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, such as "purity," "natural," or "organic," was mentioned in 42.3% of the descriptions. Other product benefits described included mood enhancement (33.8%), reduced harm (24.2%), relaxation/tension reduction (23.9%), therapeutic effects (18.4%), focus/creativity (16.6%), convenience/discreetness (11.1%), socialization enhancement (6.7%), and physical performance enhancement (6.1%). DiscussionSome frequently promoted product features of CVPs, such as flavor 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 and may violate state restrictions on therapeutic claims. Additional research assessing the influence of exposure to marketed product features on product perceptions and use behaviors among priority populations is needed to inform regulations and enforcement.