Table 1.

Descriptions of codebook variables linked to state restrictions on cannabis advertising constructs

Coding category	Coding definition	Regulation	States with restriction	Social media post examples
Restrictions on content
Restrictions on business practices
Discounts/promotions	Specials or deals on cannabis products - Includes bans on giving away free samples or coupons for discounts	Alaska Alcohol and Marijuana Control Office AS 17.38; Washington Administrative Code (WAC) 314-55-155	Alaska, Washington	Memorial Day Specials All Weekend! Come in for our Friday specials all day! 10% off select products
Branded products	Store-branded merchandise that is not paraphernalia or cannabis - Includes shirts, hats	WAC 314-55-155	Washington
Restrictions on modeling cannabis use or overconsumption
Modeled use of cannabis	Image(s) of person(s) actively using or preparing cannabis for use	Oregon Liquor Control Commission (OLCC) Division 25 Recreational Cannabis Rules	Oregon
Over consumption	Promotes heavy or consistent consumption of cannabis	Alaska Alcohol and Marijuana Control Office AS 17.38; OLCC Division 25 Recreational Marijuana Rules; WAC 314-55-155	Alaska, Oregon, Washington	#staylit #stoner #420everyday #smokeweedeveryday
Restrictions on youth-focused messaging
Pop culture	Popular media such as movies, music, or TV - Includes celebrities or characters in media	OLCC Division 25 Recreational Cannabis Rules	Oregon
Youth appeal	Objects that suggest the presence of a child or appeal to people under 21 years old	Alaska Alcohol and Marijuana Control Office AS 17.38; Code of Colorado Regulations CCR 212-2, OLCC Division 25 Recreational Marijuana Rules; WAC 314-55-155	Alaska, Colorado, Oregon, Washington
Underage model	Image(s) of model(s) that appear(s) to be under 21 years old	OLCC Division 25 Recreational Marijuana Rules	Oregon
Restrictions on health claims
Health benefits	Represents the use of cannabis as having curative or therapeutic effects	Alaska Alcohol and Marijuana Control Office AS 17.38; OLCC Division 25 Recreational Marijuana Rules; WAC 314-55-155	Alaska, Oregon, Washington	Have you nourished your Endocannabinoid System (ECS) today!? If not, head over to [store name] in Portland and pick up any one of our CBD Master Blends that suits your need. #Replaceyourpharmaceuticals #wellness #cannabiscurescancer #sexualhealth
Requirements for content to be present on posts
Limiting use to those age 21 and older	Indicates that cannabis is not for the use of anyone under 21 years old	Alaska Alcohol and Marijuana Control Office AS 17.38; OLCC Division 25 Recreational Marijuana Rules; WAC 314-55-155	Alaska, Oregon, Washington	For use only by adults twenty-one and older. Keep out of the reach of children.
Avoiding impaired driving	Warns against operating a vehicle or machinery under the influence	Alaska Alcohol and Marijuana Control Office AS 17.38; OLCC Division 25 Recreational Marijuana Rules; WAC 314-55-155	Alaska, Oregon, Washington	Do not operate a vehicle or machinery while under the influence of this drug.
Describing health risks	Warns of (a) intoxicating effects; (b) habit forming; (c) impaired concentration, coordination, and judgment; and (d) there may be health risks associated	Alaska Alcohol and Marijuana Control Office AS 17.38; WAC 314-55-155	Alaska, Washington	Marijuana can have intoxicating effects and may be habit forming. Marijuana can impair concentration, coordination, and judgment. There may be health risks associated with consumption of this product.

Note: AS = Alaska Statute.