For decades, alcohol advertisers have operated under a strict, self-imposed code of conduct: do not link drinking with sexual prowess. But in the rapidly expanding world of legal cannabis, no such industry-wide guidelines exist, and marketers are exploiting this regulatory gap.
A groundbreaking study from Washington State University (WSU), published in Communication Research, reveals that cannabis advertisements are not just selling a product they are subtly shaping how young adults perceive the connection between cannabis and sex, with potentially significant consequences for intimacy, decision-making, and consent.
The Experiment: What Happens When You Watch Cannabis Ads?
Researchers led by Jessica Fitts Willoughby, a professor of health communication at WSU, designed an innovative online experiment to move beyond self-reported data. Instead of asking 747 college students in Washington state to recall past ads they had seen, the team showed them real cannabis advertisements sourced directly from Instagram.
Participants viewed a variety of posts featuring different types of imagery:
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Sexualized Content: People using cannabis in bed or intimate settings.
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Romantic Content: Couples in loving, intimate scenarios.
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Recreational Content: Friends gathered around a bonfire.
The researchers then analyzed how participants interpreted these messages and whether those interpretations influenced their expectations about cannabis and their intentions to use it before sex.
Why Perception Matters More Than Imagery
A critical finding of the study is that the interpretation of the ad, rather than the explicit imagery, was the most powerful driver of behavioral intention. Simply viewing a sexual or romantic advertisement did not consistently predict a participant's expectations. The strongest connection emerged when a viewer perceived the ad as suggesting that cannabis use would lead to better sex.
"It wasn't as simple as seeing a message and automatically being influenced by it," explained Professor Willoughby. "The stronger connection appeared when someone interpreted the ad as saying cannabis makes sex better and then they thought it might do the same for them".
Unpacking the "Sex-Related Cannabis Expectancies"
The study focused on two key psychological outcomes, known as "sex-related cannabis expectancies":
1. Sexual Enhancement Expectancies
Those who perceived the ads as promising better sex were significantly more likely to believe that cannabis would enhance their own sexual experiences or reduce nervousness. Consequently, they were also more likely to express an intention to use cannabis before sexual activity.
2. Sexual Risk Expectancies
Interestingly, the research highlighted a duality in viewer perception. Viewing sexualized ads was associated with both an increase in enhancement expectancies and an increase in perceptions of sexual risk. In other words, viewers recognized that cannabis might make sex better, but they also acknowledged that it could complicate things. This awareness of risk was particularly pronounced in women.
A Striking Gender Divide in Advertising Reception
The study uncovered a critical gender dynamic that could be vital for public health messaging:
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Male Viewers: Men who expressed a desire to emulate the physically fit, attractive, and masculine men depicted in the advertisements were more likely to intend to use cannabis before sex. This suggests that advertising taps into aspirational identity and social scripting for male audiences.
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Female Viewers: Women who interpreted the advertisements as raising concerns about sexual consent were significantly less likely to express intentions to use cannabis before sex. This finding suggests that highlighting the potential pitfalls of cannabis on judgment and decision-making may act as an effective deterrent for women.
Implications for Consent and Sexual Decision-Making
The research team highlighted significant implications for sexual consent, which are highly relevant for audiences engaged in the escort and intimate services industry.
"Health communicators could create messages that clearly explain how cannabis may affect decision-making or consent," said study co-author Stacey J.T. Hust, a professor in the Murrow College. "Our findings suggest that those messages could make people, particularly women, less likely to intend to use cannabis before sex".
This is a crucial point: the study suggests that raising awareness about the potential impact of substances on judgment can directly influence behavioral intent, particularly regarding consent.
The Regulatory Void: A Historical Contrast
The current state of cannabis advertising stands in stark contrast to the alcohol industry, which has had voluntary guidelines since shortly after Prohibition ended in 1934. The Distilled Spirits Council's code has explicitly prohibited claims linking alcohol to sexual success since the mid-1990s.
In the cannabis industry, the rules are far murkier:
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Washington State Law: While Washington prohibits ads aimed at individuals under 21, it does not specifically bar companies from suggesting that cannabis can improve sexual or romantic experiences.
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State-Level Variations: Some states, like Maryland and Connecticut, have stricter regulations that prohibit "obscene" or "indecent" content or ads that encourage recreational use. However, no federal or comprehensive industry-wide standards exist.
"The larger question is whether cannabis advertisements should be regulated more like those for other adult-use products, such as alcohol," Professor Hust said. "Our findings show that when people interpret these ads as promising positive sexual experiences, that can shape what they expect from cannabis and whether they intend to use it".
A Deeper Look: Body Appreciation and Expectancies
Previous research by the same team, published in Drug and Alcohol Review in 2024, adds another layer to this complex picture. That study found that exposure to sexualized cannabis ads was also associated with increased perceptions of "sexual risk scripts".
However, they also discovered that "body appreciation" acted as a significant factor. Individuals with higher body appreciation were more likely to have cannabis sex-enhancement expectancies, but it also moderated the effect of exposure to sexualized ads. This suggests that how a person feels about their own body can impact how they interpret and are influenced by sexualized marketing, reinforcing the idea that the viewer's psychology is the crucial filter, not just the advertisement itself.
Navigating the New Normal
The WSU study serves as a crucial wake-up call for both consumers and regulators. In the absence of clear rules, cannabis marketers are using sexualized imagery and scripts to build powerful psychological connections between the product and intimacy. For those in the escort and adult service industries, understanding these media effects is not just academic it is essential for navigating the complex interplay of substances, expectations, and consent in modern relationships.
As more states legalize cannabis, the need for informed policy and critical media literacy becomes paramount. The research proves that advertising doesn't just reflect culture; it actively shapes our most intimate expectations and behaviors.
