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

Abstract

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.

INTRODUCTION

Since the passage of the 2018 Farm Bill (the Agriculture Improvement Act), which excluded hemp (≤0.3% delta-9 tetrahydrocannabinol [THC]) from the U.S.’ list of controlled substances (1), many new types of derived intoxicating cannabis products (DICPs), are being sold widely throughout the U.S. market (e.g., Delta-8 THC, Delta-10 THC) (2–6). While previous literature has referred to these as “derived psychoactive cannabis products” (2,7,8), the term “DICPs” reflects the current public health and policy focus on intoxicating rather than broadly psychoactive cannabinoids. As a result, researchers are increasingly using the term “DICPs” to distinguish intoxicating cannabinoids (e.g., Delta-8 THC, Delta-9 THC, THC-O, HHC) from non-intoxicating ones (e.g., CBD, CBG). (6,9)

Studies have found that DICPs have proliferated across the country and come in various forms, the most common of which are edibles (e.g., gummies, desserts, beverages) and vape products (e.g., cartridges, pods, or disposables) (2–5). DICPs are widely sold in gas stations, convenience stores, smoke/vape/head shops, and online, often in ways that are both accessible and attractive to young people (2–4,8,10). Consistent with concerns regarding youth access and appeal, national data from 2024 shows that one in eight 12th graders (12.3%) reported using Delta-8 THC in the past year (11). This is likely an underestimation of DICP use, considering the dozens of other DICPs beyond Delta-8 THC (2–4,12).

Similar to traditional cannabis products, DICPs may result in acute health effects, including anxiety, lethargy, and impaired coordination (13). Regular and long-term use of DICPs may lead to cannabis dependence, physical health risks (e.g., motor vehicle collisions), as well as psychosis and other mental health illnesses (13). Use of DICPs also carries risks unique to those of traditional cannabis. DICPs frequently feature misleading or inaccurate labeling and are often not tested for potency or contamination (14,15). Reports indicate some have been tainted with heavy metals, and they have been linked to thousands of incidents of accidental ingestion, some of which required medical attention, especially among young individuals (16–18). At the same time, the availability and use of higher potency cannabis products, including DICPs, have been on the rise, which is concerning because high-potency cannabis products and younger age are both primary risk factors for developing cannabis dependence and cannabis-induced psychosis (19). Additionally, DICP use, and cannabis use in general, may negatively impact youths’ developing brains, leading to poor educational outcomes and difficulty transitioning to work and adult roles (20). Therefore, stricter DICP regulations are needed to protect public health.

Derived intoxicating cannabis vape products (DICVPs) are a commonly sold form of DICPs in brick-and-mortar and online stores (2–5). DICVPs resemble the appearance of traditional nicotine vape products and may be especially attractive to young people due to the highly convenient and discreet nature of product use. In addition, almost all DICVPs sold in the marketplace come in fruit and candy flavors (21), which research indicates is one of the most appealing product attributes for using nicotine vape products among youth and young adults (22–24). Evidence shows that the potency of cannabis concentrates inhaled through vaping is substantially higher than for flower cannabis products (25,26), potentially increasing the risk of dependence or negative effects. Cannabis vaping also carries a heightened risk of respiratory harm, including vaping-induced acute respiratory failure (27). Certain intoxicating cannabinoids may be especially harmful when vaped, such as Delta THC-O, which has been shown to produce a potent toxicant when heated in a vape device (28). In addition, vaping has a more rapid onset than other modalities (e.g., edibles, capsules), causing individuals to experience more immediate effects (29). This is because when cannabis is smoked or vaped, THC rapidly enters the bloodstream. In contrast, when THC is ingested through edibles, it is absorbed more slowly due to needing to be digested first, resulting in delayed effects (30).

Research demonstrates that youth exposure, through various industry marketing channels, to cannabis advertising in general and cannabis vape advertising in particular, is associated with cannabis vape product use (31–33). However, there is a lack of systematic understanding of the product attributes and marketing strategies used by the industry to promote DICVPs. Investigating product attributes is crucial because these attributes—such as potency, price, and type of intoxicating cannabinoid(s)—are specific product characteristics that can significantly impact perceptions, behavior, and health outcomes (34,35). Examining marketing features, which are used to promote product functionalities and benefits, can shed light on their potential appeal to young people and shape consumers’ expectancies (the anticipated outcomes from using the products) (22–24). Marketing features such as flavor and sensation claims, sleek and discreet device design, reduced harm claims, and social and mood enhancement benefits can make DICVPs seem more attractive and healthier to use for young consumers (36). Examining the presence of regulation-related claims may further provide insights into how the industry and consumers may perceive the legality, safety, and risks of using the products. Product attributes and marketing strategies used in online retail are particularly important to examine due to the inadequate age verification practices and the wide availability of DICVP marketing and sales throughout the country (37,38).

To address these research gaps, this exploratory study analyzed content from two highly visited DICP retail websites to identify product attributes and marketing features of DICVPs (2). The attributes and marketing features frequently presented on these sites may offer insight into common online DICP marketing strategies used to enhance product appeal and shape user expectancies. Additionally, this analysis may highlight the product attributes and marketing features that may be particularly attractive to youth (e.g., flavor claims, socialization effects) or convey health-related benefits that could contribute to misuse (e.g., unfounded claims of physical or mental health benefits). These findings will be critical for guiding future research on how specific, high-impact DICVP attributes and marketing features influence product appeal, use intentions, and behaviors. This can potentially inform marketing restrictions on certain DICVP attributes and features to reduce product misuse.

METHODS

Data Source and Measures

In May 2023, the search term “buy delta thc” was entered in Google’s search engine in Incognito mode to generate results of online vendors unbiased by search history. The first 100 results were documented to provide an accurate snapshot of the product landscape.

The three cannabis retailers that sold DICPs with the highest web traffic, as determined by Similarweb, were selected to review. Of the three websites, two that were third-party vendors selling multiple brands with diverse offerings, were included in the current study: Element Vape (elementvape.com) and Premium Delta-8 and CBD (delta8resellers.com). The third website, excluded from this analysis, was a single-brand manufacturer site and, therefore, did not align with the study’s aim of capturing market variety across DICP brands. In April 2023, the two websites chosen for the current study had a high volume of web traffic, with 2.1 million visits to Element Vape and 547,500 visits to Premium Delta-8 and CBD (2). Element Vape, based out of California, offers a variety of cannabis and hemp-derived cannabis products and accessories. Premium Delta-8 and CBD, based out of New Jersey, specializes in various modalities of hemp-derived cannabis products, as well as “alternative wellness products” (e.g., topicals, CBD products). Details about this website search process can be found in our previous study (2).

Product attributes and descriptions of all DICVPs listed on the websites were recorded during the one-time data collection period. Product attributes refer to specific characteristics that define a product. In the current study, product attributes of each DICVP (n=490) were recorded, including brand name, vape product modality (cartridge-based/reusable or disposable), pack size, price, and the type(s) of intoxicating cannabinoid(s), such as Delta-8 THC. Product descriptions were also recorded, i.e., the written content accompanying each DICVP product, which detailed various marketing features of the products. Marketing features are defined as claims or descriptors used to highlight product functionalities and benefits that make a product desirable to consumers. Products from the same website were de-duplicated if their only difference was in flavors, quantity, or the presence or absence of a battery. Institutional Review Board approval was not required because this study utilized publicly available data and was not considered human subject research under 45 CFR 46.102(d).

Coding Procedure for Product Marketing Features

In June-August 2024, the research team conducted a content analysis of the recorded product descriptions to capture marketing features of all DICVPs from the two websites. Both deductive and inductive approaches were used to generate “codes” that each represent distinct product marketing features, categorized under broader thematic categories. The deductive approach involved leveraging existing research on cannabis product marketing features and empirical evidence of outcome expectancies for using cannabis and vape products (15,40,41). The inductive approach involved conducting a qualitative review of a sample of the product descriptions to develop and generate additional codes. The codes from the following categories were generated from the deductive process: flavor and sensation, psychoactive effects, and other positive effects. Codes from the remaining categories (vape product design and use, regulation and compliance, and product quality) were generated from the inductive process. Codes were not mutually exclusive.

All DICVPs examined in the study either carry explicit flavor labels (e.g., strawberry, cookies and cream, green apple) or cannabis-strain names that imply specific tastes (e.g., Wedding Cake, Sour Diesel, Northern Lights). Cannabis strains are distinct genetic varieties of the cannabis plant, each bred to produce a characteristic mix of cannabinoids and terpenes. Those chemical profiles give every strain its signature aroma, flavor, potency, and perceived effects (e.g., energizing, relaxing, or balanced). Although some cannabis strains have “non-flavor” flavor names (8) – defined as a flavor name that does not reflect traditional taste expectations (e.g., white widow, jet fuel, green crack, blue dream) – they still have distinct smells and tastes that are derived from the natural flavor profile of the plant or added terpenes. In contrast, non-strain flavored products rely on artificial flavoring agents (e.g., strawberry, cookies and cream, green apple). Because many strain names also evoke conventional tastes (e g., Pineapple Express), distinguishing strain-based from non-strain flavors proved difficult. We therefore treated all flavor references uniformly and developed a codebook to capture any product description related to flavor or sensory profile as a marketing feature.

Three trained coders from the research team first reviewed the codebook and tested the codes by independently coding a sample of the product descriptions for marketing features. The research team then met to discuss and confirm the final codes. Inter-rater reliability was established through two rounds of double coding using a sub-sample (n=50 each round) of product descriptions. Discrepancies were resolved, and the codebook was refined through discussion during team meetings. After the second round of double-coding, an average inter-rater reliability of Krippendorff’s alpha >0.8 across codes was reached (42) (average Krippendorff’s alpha=0.82 across codes). Discrepancies in coding were further discussed to improve reliability. The remaining product descriptions were then randomly split between coders for content coding. The final codebook of marketing features consisted of six thematic categories covering 29 codes (see Table 1 for all marketing feature categories, their specific codes, and definitions).

Table 1.

Frequencies of product marketing feature categories and codes¹ of the 490 online derived intoxicating cannabis vape products

Marketing Feature Categories and Codes	Definition	%	n	Example
Vape Product Design and Use		99.0	485
Product design	Mentions any product design aspects, such as product colors, shapes, or specific features (i.e., heating elements, stainless steel hardware) or type of vape product (cartridge or disposable).	97.6	478	The Disposables are USB-C rechargeable and feature a slim and sleek design.
Vaping satisfaction	Mentions the user will experience satisfaction from using the product and may include phrases like “enjoy the experience,” “satisfying experience,” “positive vaping sensation.”	28.2	138	Leave you satisfied after each hit.
Discreetness/convenience	Includes claims that the product is convenient, discreet, easy to use, and use on the go.	28.0	137	Its sleek and compact design ensures easy portability, allowing you to enjoy your favorite strains anytime, anywhere.
Use instructions	Includes general instructions on how to use the products (e.g., how to power up the product).	12.2	60	To switch the device on or off, simply click the power button 5 times. Activate the pre-heat mode by clicking the power button 2 times, and once the light switches off, press and hold the power button to start vaping.
Regulation and Compliance		91.6	449
Lab tested for additives and chemicals	References the product being lab-tested or third-party tested for addictive and chemicals or free of chemicals, bacteria, additives, fillers, or other harmful substances etc.	62.5	306	Tested by third-party labs, the Delta-8 disposables are free of any impurities, pesticides, and toxins.
Health warning	Includes the California state warning about using cannabis products.	51.2	251	WARNINGS: Consuming this product can expose you to chemicals including beta-myrcene, which is known to the State of California to cause cancer and Δ9-Tetrahydrocannabinol, which is known to the State of California to cause birth defects or other reproductive harms.
Hemp-derived label	Includes claims about the product being hemp-derived or made of hemp.	45.3	222	Made from USA grown hemp.
2018 Farm Bill	Includes claims about the product being Farm Bill compliant or federally legal under the Farm Bill.	32.7	160	These cartridges are 2018 farm bill compliant containing less than 0.3% delta-9 THC.
FDA approval statement	Includes the statement that the product has not been evaluated or approved by the FDA.	6.3	31	These statements have not been evaluated by the Food and Drug Administration.
Flavor and Sensation		78.6	390
Flavor variety	Includes claims that the product comes in a variety of flavor options.	62.9	308	Get ready to unleash the flavor explosion with a variety of mouthwatering options!
Fruit flavor	Describes the product to taste like fruit(s) (e.g., citrus flavors, strawberry, watermelon, grape, etc.).	38.2	187	Blackberry: The juicy sweetness of blackberries can now be enjoyed with the uplifting effects of Delta-8 THC!
General flavor description	Includes terms used to describe the product’s flavor (big flavor, flavorful, etc.) or general sensations of the product’s flavor (tasty, delicious, refreshing, etc.).	30.2	148	Try our tasty and satisfying Delta-8 Live Resin Disposables for delicious flavors and a powerful pinch of euphoria!
Other flavor	Includes the product’s flavor name that is not a fruit or words that describe the product to taste like non-fruit related flavors such as mint, floral, dessert, candy (cake, mint, candy, etc.).	29.4	144	Each hit delivers a savory blast of sweet and creamy vanilla undercut with hints of earthy pepper and bready sourness.
Flavor sensations	Includes terms to describe the tastes, smells, and textures that make up the product’s flavor, such as “sweet,” “sour,” and “spicy.”	28.2	138	Dominating the terpene profile is the subtle tartness of fresh berries that give way to a sweet aftertaste that saturates your palate.
Psychoactive Effects		43.3	212
Potency descriptors	Includes product potency such as powerful, potent, or strong.	35.3	173	Each disposable device contains 1.8 grams of the most potent distillate available.
Psychoactive effects	Includes the psychoactive effects of the product on the user such as feeling high, stoned, or buzzed.	14.7	72	Disposables provides an uplifting and functional buzz like no other.
Psychoactive effect use instructions	Includes a statement about how the product should be vaped, the number of puffs that one should be starting with, and the number of minutes for waiting for adjusting for tolerance.	9.0	44	We suggest starting with 1 puff and hold each hit 5–10 seconds and wait 30 mins to test your tolerance.
Product Quality		38.4	188
Natural	Includes the word ‘natural.’	16.5	81	Flavored with all-natural terpenes.
Quality	Includes the word ‘quality.’	12.5	43	The most potent and highest quality distillate available.
Purity	Includes the word ‘pure/purity/purified.’	10.6	52	1 gram of delta-8 cannabinoids harvested from legal hemp plants, tested to ensure potency and purity.
Premium	Includes the word ‘premium.’	10.2	50	The Delta-9 disposable vape pen contains 3 grams of premium hemp-derived Delta 9 and Delta 8 distillate.
Organic	Includes the word ‘organic.’	8.8	43	All disposables are derived from USA Grown Hemp with high end organic terpenes.
Other Positive Effects		33.9	166
Promoting positive mood or feelings	Includes claims that product use is associated with positive mood or feelings such as happiness and euphoria or associated with avoiding negative mood such as feeling down.	24.5	120	2 grams of delta-8 THC packed into a convenient 510 thread cartridge to deliver elevated happiness.
Relaxation/tension reduction	Includes claims that product use is associated with relaxation or tension reduction and may include terms such as relaxed, calm, or chill.	19.6	96	User feedback describes effects of these disposable vapes as relaxing and perfect for unwinding after a long day.
Focus/creativity	Includes claims that product use will result in better focus or concentration, alertness, creativity, awareness, etc.	5.3	26	Elevate your senses, unlock your creativity, and embrace the possibilities with these 2-grams disposables.
Health effects	Includes claims that product use is associated with physical health benefits (e.g., pain, cancer), mental health benefits (e.g., stress, anxiety), general therapeutic health benefits, or sleep benefits.	4.1	20	Dealing with feelings of anxiety or physical discomfort may appear more manageable too.
Socialization effects	Includes claims that product use may help with friendship, familiarity, romance, and closeness with others.	2.2	11	Perfect for daytime use, this all-in-one vape will obliterate creative roadblocks and is great for social gatherings thanks to its talkative effects.

¹The codes represent distinct product marketing features (e.g., product design), which are categorized under broader thematic categories (e.g., vape product design and use).

Data Analysis

Descriptive statistics (percent, mean, and standard deviation [SD]) for product attributes and marketing features were generated using Stata v.18.

RESULTS

Product Attributes

The 490 DICVPs (29.2% cartridge and 70.8% disposable) were from 95 unique brands (Table 2). The 10 most common brands were Delta Extrax (6.1%), Cake (5.9%), Looper (4.5%), Honeyroot (4.1%), Mellow Fellow (3.9%), Binoid (3.9%), TRE House (3.3%), Modus/Medusa (3.1%), Exhale (2.9%), and URB (2.9%).

Table 2.

Brands (n=95) of derived intoxicating cannabis vape products (n=490)

	Derived intoxicating cannabis vape Products
Brand	%	n
Delta Extrax	6.1	30
Cake	5.9	29
Looper	4.5	22
Honeyroot	4.1	20
Binoid	3.9	19
Mellow Fellow	3.9	19
TRE House	3.3	16
Modus/Medusa	3.1	15
Exhale	2.9	14
URB	2.9	14
Purlyf	2.7	13
Flying Monkey	2.5	12
Kalibloom	2.5	12
ELYXR	2.2	11
Pacha	2.2	11
HiXotic	2.0	10
ZAZA	1.8	9
Ghost	1.6	8
Torch	1.6	8
Maui Labs	1.4	7
Trippy Sugar	1.4	7
ASTRO EIGHT	1.2	6
Dimo	1.2	6
Geek’d	1.2	6
Hidden Hills	1.2	6
Kik	1.2	6
Wild Orchard	1.2	6
Exodus	1.0	5
Happi	1.0	5
Ocho Extracts	1.0	5
Space Gods	1.0	5
D8Co.	0.8	4
Frozen Fields	0.8	4
Koi	0.8	4
Packwoods	0.8	4
Sugar	0.8	4
Zombi	0.8	4
Baked	0.6	3
Cali Reserve	0.6	3
ELF THC	0.6	3
Fume	0.6	3
Galaxy Treats	0.6	3
Ript	0.6	3
STIIIZY	0.6	3
STNR	0.6	3
Treetop	0.6	3
3Chi	0.4	2
Blazed	0.4	2
Canna River	0.4	2
Chapo Extrax	0.4	2
Crooked Creations	0.4	2
Delta Man	0.4	2
Dozo	0.4	2
Esco Bars	0.4	2
Goo’d	0.4	2
HIGH	0.4	2
Half Bak’d	0.4	2
Hazy Extrax	0.4	2
Juicy Kush	0.4	2
Just	0.4	2
Kream	0.4	2
Kush Burst	0.4	2
LITTO	0.4	2
Punch Labs	0.4	2
STILO	0.4	2
Slap Hemp	0.4	2
Space Monkey	0.4	2
Stoney	0.4	2
Strange Clouds	0.4	2
Tiny Dancer	0.4	2
Trip Drip	0.4	2
Two Hawk	0.4	2
Tyson	0.4	2
Wonderbrett	0.4	2
10X	0.2	1
8THS	0.2	1
Ace bar	0.2	1
Alibi	0.2	1
Artisan	0.2	1
Bad Days	0.2	1
Cali Extrax	0.2	1
Carats	0.2	1
Delta Munchies	0.2	1
Eighty Six	0.2	1
Fresh	0.2	1
High Nightcap	0.2	1
High Times	0.2	1
Hyper	0.2	1
Kush Kolectiv	0.2	1
Kynn	0.2	1
Moon Wlkr	0.2	1
Pax Era	0.2	1
Puff	0.2	1
Space Walker	0.2	1
Wavy	0.2	1

There were 26 different intoxicating cannabis compounds contained within these 490 DICVPs (Table 3). The most common compound was Delta-8 THC (67.8%), followed by THC-P (39.0%), HHC (20.2%), Delta-10 THC (16.3%), THC-A (13.9%), Delta-9 THC (12.0%), THC-H (11.2%), THC-B (10.2%), THC-JD (9.0%), and THC-X (7.1%). Although rare, a small percentage of DICVPs (3.1%) contained THC-O, a cannabinoid associated with pulmonary toxicity (28). Most of the products (62.9%) were blends, containing two or more intoxicating cannabinoids. The average number of intoxicating cannabinoids in each DICVP was 2.4 (range 1 to 8, SD = 1.5).

Table 3.

Types of cannabinoids (n=26) in derived intoxicating cannabis vape products (n=490)

	Derived intoxicating cannabis vape products
Cannabinoid type	%	n
Delta-8 THC	67.8	332
THC-P	39.0	191
HHC	20.2	99
Delta-10 THC	16.3	80
THC-A	13.9	68
Delta-9 THC	12.0	59
THC-H	11.2	55
THC-B	10.2	50
THC-JD	9.0	44
THC-X	7.1	35
HHC-P	6.5	32
Delta-11 THC	5.9	29
PHC	5.9	29
THC-O	3.1	15
THC-m	2.9	14
THC-V	2.7	13
Delta-6 THC	2.5	12
HHC-O	2.0	10
HXC	1.0	5
HXC-P	0.8	4
THC-PO	0.6	3
Delta-9O THC	0.4	2
HHC-R	0.4	2
THD	0.4	2
HCP	0.2	1
HXCO	0.2	1

Most DICVPs were offered in a pack size of one (94.9%), and few came in packs of two (4.5%) or three (0.6%). Retail prices for the DICVPs ranged from $7.99 to $69.95, with an average price of $24.22 (SD = $8.10). The average price was $22.2 for cartridges (SD = $9.9) and $26.5 for disposables (SD = $7.9).

Product Marketing Features

Table 1 presents the frequencies of product marketing features in the DICVP descriptions, along with definitions and examples.

Vape product design and use

The most common marketing feature was vape product design and use (99.0%), defined as characteristics or features of product design and any aspects related to the user vaping experience. This included product design (97.6%, e.g., product color, shape), vaping satisfaction (28.2%, e.g., “leaving you satisfied after each hit”), discreetness/convenience (28.0%, e.g., “discreet,” “easy to use,” “on the go”), and use instructions (12.2%, e.g., how to power up the product).

Regulation and compliance

Regulation and compliance, defined as warning statements or claims about the product being compliant with cannabis laws or regulations, appeared in 91.6% of the descriptions. Specifically, this included messages that the product was lab tested for additives and/or chemicals (62.5%, e.g., “tested by third-party labs, this product is free of impurities and toxins”), health warnings (51.2%, the California state warning about health effects from using cannabis products), the claim that the product was derived from hemp (45.3%, “made from USA grown hemp”), the 2018 Farm Bill (32.7%, “these cartridges are 2018 Farm Bill compliant, containing less than 0.3% delta-9 THC”), and non-Food and Drug Administration (FDA) approval statements (6.3%, “these statements have not been evaluated by the FDA”). All identified health warnings were from California Prop 65 and only specific to Delta-9 THC products.

Flavor and sensation

Flavor and sensation claims, defined as specific or general flavor or flavor sensation references describing the taste of the products, or claims that the product comes in multiple flavors, were noted in 79.6% of product descriptions. This included flavor variety (62.9%, e.g., claims that the product comes in a variety of flavors), fruit flavor (38.2%, e.g., claims that include terms like “fruity,” “strawberry,” “watermelon”), general flavor descriptions (30.2%, “big flavor,” “delicious”), other flavor (29.4%, claims that include terms to describe a flavor that does not fall under fruit flavor categories, e.g., “mint,” “cake,” “cookies”), and flavor sensations (28.2%, terms that describe the tastes, smells, and textures of a flavor, e.g., “sweet,” “spicy”). Many flavor claims with trademark names of desserts and snacks were also identified in the descriptions during coding, including “Fruity Pebbles,” “Gushers,” “Hubba Bubba,” “Thin Mint Cookies,” and “Double Bubble.”

Psychoactive effects

Psychoactive effects (43.3%) were defined as descriptors, claims, or instructions related to the psychoactive properties or effects of a product. Specifically, this included product potency descriptors (35.3%, keywords such as “powerful,” “potent,” and “strong”), psychoactive effects on the user (14.7%, e.g., feeling high, buzzed, or stoned), and user instructions on managing psychoactive effects (9.0%, e.g., the number of puffs that one should be starting with).

Product quality

Product quality claims (38.4%) highlighted the products’ ingredients or standards that may communicate low risks of harm to consumers. These claims commonly included the keywords “natural” (16.5%, e.g., “flavored with all-natural terpenes”), “quality” (12.5%, e.g., “the highest quality distillate available”), “purity” (10.6%, e.g., “highly potent”), “premium” (10.2%, e.g., “contains 3 grams of premium hemp-derived Delta-8 distillate”), and “organic” (8.8%, e.g., “has high-end organic terpenes”).

Other positive effects

Lastly, other effects from product use (33.9%) included content that promoted positive mood and feelings (24.5%, e.g., happiness, euphoria), relaxation and tension reduction (19.6%, e.g., relaxed, chill, calming effect), focus/creativity (5.3%, e.g., better focus, concentration, creativity), positive health effects (4.1%, physical health benefits [e.g., pain, cancer], mental health benefits [e.g., anxiety, depression, sleep benefits], and socialization effects (2.2%, e.g., closeness with others, improves friendships).

DISCUSSION

This is one of the first studies to systematically examine the product attributes and marketing features of a large sample of flavored DICVPs sold by online retailers with a high volume of web traffic. Similar to the overall DICP marketplace (2), the market of DICVPs is highly fragmented, with 95 brands and 490 products being marketed and sold on the two websites in our study sample. The most common brand, Delta Extrax, only comprised 6% of the products included in the study. It is also worth noting that more than 60% of the examined DICVPs contained Delta-8 THC, for which youth use prevalence and negative health consequences have increased in recent years. Additionally, previous research has found that most Delta-8 THC DICVPs sold by online cannabis vape shops in San Diego, CA, are flavored (43). The variety of types of intoxicating cannabinoids also signifies the diversity of the marketplace. Most DICVPs use a blend of cannabinoids (e.g., Delta-8 THC, Delta-10 THC; THC-A, THC-JD, THC-P; Delta-9 THC, THC-A, THC-P), but little is known about the health effects from using many of these compounds individually, let alone in various combinations, which may result in stronger effects than anticipated by users or other adverse health effects (44). This fragmented market, defined by small brands and diverse products, may increase challenges for regulatory and enforcement efforts and overwhelm and confuse consumers, potentially leading to product misuse or health risks.

The most frequently promoted marketing features were those describing overall vape product design and use that were not specific to cannabis products. This information mostly included appealing aspects of vape products, which highlighted the “fun, coolness, and high technology” aspects of the product, as well as the “satisfying vaping experience” and the “discreetness and convenience of vaping.” Viewing this information may prompt those who have used nicotine vapes to transition to (or co-use) cannabis/DICP vapes due to the shared vaping experience. There were also specific instructions for vape device use, which may increase the perceived ease of product use for young individuals who are new to vaping devices (45). Overall, viewing information about vaping experience and use instructions may reduce the perceived barriers to DICVP use, inviting new consumers to experiment with products.

A large proportion of marketing features related to regulation and compliance was also found, which described that the products were lab-tested for additives and chemicals, the health warnings, and the legality of the products under the 2018 Farm Bill. However, it may be challenging for consumers to interpret and verify the provided information, including whether these products were actually lab-tested and whether these labs are accredited or not, as the cannabis industry has increasingly falsified lab testing results (46). In addition, viewing information stating the products are lab-tested and legal under the Farm Bill may increase the perceived legality and safety of these products, which may promote use, especially among those in states where non-medical cannabis sales are illegal (6,47). Future studies should assess the accreditation status of lab tests to help validate the accuracy of lab testing claims for DICPs in today’s online retail landscape.

Warnings related to the health risks of cannabis use – all from California Prop 65 and specific to Delta-9 THC – were only found in the descriptions of products sold on Element Vape, likely because the online company is based in California. However, it is common for online retailers that sell or ship products nationwide to include Prop 65 warnings if there is a possibility their products could be sold in California, due to the law’s broad reach and the potential risk of litigation. Premium Delta-8 and CBD may be among other DICP online retailers that do not include health warnings in their marketing because of the unregulated DICP landscape. Although evidence has shown that cannabis health warnings, especially those with images and describing specific risks, increase notice, recall, and health knowledge (48); a recent study found that viewing a hypothetical warning specifically for Delta-8 THC cannabis edible and vape products increased youth’s perceived intoxication and harm of Delta-8 products (49). More research on the impact of Prop 65 warning labels and the health consequences of other intoxicating cannabinoids is needed to inform warning and preventive messaging.

Flavor and sensation claims, a commonly found marketing strategy in this study, may enhance consumer preferences and curiosity about using DICVPs. Extensive literature on nicotine vape product marketing has shown that flavor-related descriptors (especially fruit flavors), flavor choices, and flavor sensation-related claims are among the most appealing marketing features in their advertisements among young individuals, and that those features often generate an increased willingness to try the products shown in the advertisements (15,35–37). This may be especially true given that artificial flavors from the e-cigarette industry are used for cannabis vapes (38). Many of the flavor and sensation claims in the descriptions convey youth-friendly tastes and aromas that may instigate product curiosity from this group. In addition, a series of trademarked names of popular desserts and snacks were used in these claims, possibly constituting trademark infringement. Such flavor names may make DICVPs more appealing to youth and lead them to perceive the products as food or candy rather than a potentially harmful substance. Although local regulations on traditional cannabis and DICPs have not started restricting product flavors, many jurisdictions prohibit traditional cannabis product marketing that targets minors (53). Studies are needed to examine whether and how DICVP marketing strategies with youth-appealing flavor and sensation claims may prompt product use.

Promoting psychoactive effects was also a commonly used marketing strategy for DICVPs. Such claims may increase consumers’ intentions to use these products, as achieving a “high” is a widely recognized motivation for cannabis use (54). Other purported positive effects identified—such as mood enhancement, improved socialization, and increased focus or creativity—align with well-established cannabis use expectancies in the literature (55,56). According to the means-end approach in advertising theory, marketing product features highlighting the functions and benefits of products, can shape motives and expectations related to product use, effectively driving interest in use (57). Finally, there was a small number of descriptions stating unfounded or misleading health effect claims (e.g., reducing stress and anxiety) to describe the positive benefits of DICVP use. To prevent deceptive advertising practices, ongoing monitoring of health-related claims for DICVPs – and DICPs overall – is needed (58).

There was also an extensive number of claims indicating product quality, including using descriptors of “natural,” “quality,” “purity,” “premium,” and “organic.” According to the evidence from tobacco marketing literature, some of these descriptors may reduce perceived harm and risks from product use and promote use intentions. This may also create the “health halo” effect, observed in tobacco and food industry marketing (64), where consumers may overestimate a product’s healthiness based on ingredient claims suggesting the quality or cleanness of the products. Research on how these marketing claims related to high product quality may affect risk perceptions of DICVP use is especially needed because the public has increasingly considered cannabis (and cannabis vape products) to be “healthy” and “harm-free” (65,66) — a belief that will become even more common as cannabis products become further normalized.

Strengths and Limitations

This study used product attributes and descriptions from highly visited online retail websites to gather key insights into the existing retail market environment for a large number of DICVPs. However, this study only collected data from two websites, making it unrepresentative of the broader retail market, including brick-and-mortar stores, and it did not examine consumer purchasing habits or product use patterns. Because of the rapidly evolving nature of the DICVP marketplace, continuous monitoring of product attributes and marketing features is needed. Furthermore, this analysis did not examine marketing features shown on product packages, which can also contain youth-appealing features such as cartoons and anime, fruit and candy images, and vibrant colors that may generate product use interest among young people. Lastly, all DICVPs included in our analysis are flavored. Although most DICVPs are flavored in the online retail market (43), unflavored products also exist (e.g., raw distillate) and therefore, the products in this analysis may be unrepresentative of the broader retail market.

CONCLUSIONS

This study provides a comprehensive analysis of the current online retail market for DICVPs, highlighting its variety of brands, intoxicating compounds, and marketing features that may appeal to younger or novice consumers. Such marketing features, such as those related to product design and flavor profile and sensation, may shape perceptions that the products are visually appealing, easy to use, and taste like fruit and candy. The rapid diversification of this market necessitates continuous monitoring, with future research needed to explore consumer purchasing patterns and use behaviors. Future research should also assess the need for regulatory measures, such as mandatory health warnings on DICP marketing materials. Such data are essential for guiding policy, public health practices, and further research efforts related to DICVP marketing. Future research examining how these marketing features may impact use behaviors can inform policymaking for reducing product youth appeal.