An Assessment of Marketing Strategies Used by Online Shops Selling Hemp-Derived Delta-8 Products.
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| Title: | An Assessment of Marketing Strategies Used by Online Shops Selling Hemp-Derived Delta-8 Products. |
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| Authors: | Huang, Bo (AUTHOR), Guess, Emma (AUTHOR), Pragada, Manasa (AUTHOR), Wilson, Clark (AUTHOR), Carney-Knisely, Geoffrey (AUTHOR), Ferketich, Amy K. (AUTHOR) |
| Source: | Substance Use & Misuse. 2026, Vol. 61 Issue 3, p462-465. 4p. |
| Subjects: | Labels, Social media, World Wide Web, Electronic commerce, Consumer psychology, Tobacco, Research funding, Smoking, Content analysis, Marketing, Sales personnel, United States. Food & Drug Administration, Age distribution, Judgment sampling, Web search engines, Descriptive statistics, Biological products, Advertising, Thematic analysis, Manufacturing industries, Hemp, Affect (Psychology), Organic compounds, Public health, Data analysis software, Cannabinoids, Government regulation, Patient participation, Inter-observer reliability |
| Geographic Terms: | United States |
| Abstract: | Introduction: Delta-8 Tetrahydrocannabinol (THC) has become increasingly popular in the United States. Many online stores sell Delta-8 THC products, yet little is known about how they are marketed to consumers. Methods: We selected a sample of popular Delta-8 online stores, captured them on one day, and coded their main pages for marketing and advertising strategies. The primary marketing strategies coded for were grouped into four main themes: 1) product claims; 2) engagement strategies; 3) user testimonials and other information; and 4) regulations and warnings. Descriptive statistics were calculated to estimate percentages of each strategy used. Results: A total of 134 online stores were identified and coded. With respect to claims, over one-third stated that a product was natural or organic (35.1%), changed energy levels (37.3%) or mood (36.5%). Engagement strategies were used by most stores, with the most common feature being a link to their social media page (79.9%) and sales and discounts on products (over 50%). Over half of websites included product reviews (60.5%) or blogs (53.7%). Nearly three-quarters (72.4%) stated that the products were not regulated by the FDA and over half (59%) required an age verification. Discussion: Surveillance is an essential public health service. For Delta-8, it is important to understand the marketing practices that retailers are using online because this setting caters to a large consumer base. Moreover, online stores can evade state regulations. A deeper investigation into Delta-8 marketing strategies could yield regulatory policies to protect public health. [ABSTRACT FROM AUTHOR] |
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| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | Introduction: Delta-8 Tetrahydrocannabinol (THC) has become increasingly popular in the United States. Many online stores sell Delta-8 THC products, yet little is known about how they are marketed to consumers. Methods: We selected a sample of popular Delta-8 online stores, captured them on one day, and coded their main pages for marketing and advertising strategies. The primary marketing strategies coded for were grouped into four main themes: 1) product claims; 2) engagement strategies; 3) user testimonials and other information; and 4) regulations and warnings. Descriptive statistics were calculated to estimate percentages of each strategy used. Results: A total of 134 online stores were identified and coded. With respect to claims, over one-third stated that a product was natural or organic (35.1%), changed energy levels (37.3%) or mood (36.5%). Engagement strategies were used by most stores, with the most common feature being a link to their social media page (79.9%) and sales and discounts on products (over 50%). Over half of websites included product reviews (60.5%) or blogs (53.7%). Nearly three-quarters (72.4%) stated that the products were not regulated by the FDA and over half (59%) required an age verification. Discussion: Surveillance is an essential public health service. For Delta-8, it is important to understand the marketing practices that retailers are using online because this setting caters to a large consumer base. Moreover, online stores can evade state regulations. A deeper investigation into Delta-8 marketing strategies could yield regulatory policies to protect public health. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 10826084 |
| DOI: | 10.1080/10826084.2025.2559282 |
