CBD Advertising for Consumer Perceptions

(RCT Trial)

Overseen By Kimberly Wagoner, DrPH, MPH

Age: 18+

Sex: Any

Trial Phase: Academic

Sponsor: Wake Forest University Health Sciences

Disqualifiers: Non-English speakers, age limits

No Placebo Group All trial participants will receive the active study treatment (no placebo)

Compensation: Varies

Number of Visits: 4

420 Participants Needed

Trial Summary

Will I have to stop taking my current medications?

The trial information does not specify whether you need to stop taking your current medications.

What data supports the effectiveness of CBD advertising for influencing consumer purchase behavior?

The research shows that CBD advertising often focuses on themes like wellness, pain relief, and trust, which are common reasons people use CBD products. Although there is limited clinical evidence for CBD's effectiveness, the marketing strategies seem to successfully influence consumer perceptions and purchase behavior. ^{1 2 3 4 5}

Is CBD generally safe for human use?

CBD can cause side effects like sleep disturbances, sedation, and infections, and it may interact with other medications, so it's important to be cautious and consult with a healthcare provider. ^{2 6 7 8 9}

How does CBD differ from other treatments for consumer perceptions?

CBD is unique in that it is marketed for a wide range of uses, including wellness and beauty, despite limited clinical evidence for many of these claims. Unlike traditional treatments that are typically backed by clinical trials, CBD's popularity is largely driven by consumer perceptions and marketing strategies, making it distinct in its approach to influencing consumer behavior. ^{1 2 4 5 10}

What is the purpose of this trial?

Cannabidiol (CBD) cannot be marketed as having therapeutic benefits (without FDA's approval), be false or misleading to consumers, or convey the products are approved or endorsed by the FDA. In addition, CBD cannot be marketed as a food additive or dietary supplement since it is an active ingredient in an approved drug, Epidiolex. Despite this, CBD products have been illicitly advertised to consumers with these claims including unsubstantiated health claims that promote benefits including curing cancer and preventing Alzheimer's disease. These types of claims may be influencing consumers to use CBD. This study aims to examine the impact of CBD advertising with health claims on consumer purchase behavior.

Research Team

Kimberly Wagoner, DrPH, MPH

Principal Investigator

Wake Forest University Health Sciences

Eligibility Criteria

This trial is for individuals interested in consumer behavior, specifically how advertising with health claims affects people's willingness to buy CBD products. There are no specific inclusion or exclusion criteria mentioned.

Inclusion Criteria

Able to complete a survey on a computer without help

I currently use CBD, have used it in the past, or am open to using it.

U.S. Resident

Exclusion Criteria

Non-English speakers

Timeline

Screening

Participants are screened for eligibility to participate in the trial

1-2 weeks

1 visit (virtual)

Informed Consent and Randomization

Participants provide informed consent and are randomly assigned to either the control or experimental condition at the Mini-Mart

1 day

1 visit (in-person)

Shopping Task

Participants complete a shopping task in the Mini-Mart to evaluate the impact of CBD advertising on consumer behavior

90 minutes

1 visit (in-person)

Post-Shopping Survey

Participants complete a survey assessing product appeal, perceived safety, and willingness to try CBD

15 minutes

1 visit (in-person)

Follow-up

Participants are monitored for any additional feedback or outcomes related to the study

1 week

Treatment Details

Interventions

• Purchase Behavior - (CBD ads)
• Purchase Behavior - (Non-CBD ads)

Trial Overview The study investigates the impact of CBD-related advertisements on consumer purchase behavior. Participants will be exposed to ads that either contain CBD health claims or do not (non-CBD ads) to see if there's a difference in their buying actions.

Participant Groups

Group I: Experimental Arm (CBD ads) Experimental Treatment 1 Intervention

In the experimental condition, the Mini-Mart will display 18 different advertisements for CBD and 1 display box for a CBD product.

Group II: Control Arm (Non-CBD ads) Active Control 1 Intervention

In the control condition, the Mini-Mart will display 18 advertisements that are public service announcement (PSA) - type messages. These ads are not related to any products (CBD or non-CBD products) available in the Mini-Mart.

Who Is Running the Clinical Trial?

Wake Forest University Health Sciences

Lead Sponsor

Trials

1,432

Recruited

2,506,000+

National Institute on Drug Abuse (NIDA)

Collaborator

Trials

2,658

Recruited

3,409,000+

Findings from Research

A study of 164 crowdfunding campaigns revealed that consumers often turn to CBD for medical treatment due to self-directed research, recommendations from trusted care providers, or personal experiences shared within their networks.

The most common proposed medical uses for CBD included cancer treatment (96 campaigns) and seizure-inducing conditions (48 campaigns), indicating a significant interest in CBD for serious health issues despite limited clinical evidence.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

What are the informational pathways that shape people's use of cannabidiol for medical purposes? Zenone, MA., Snyder, J., Crooks, VA.[2021]

A study analyzing advertising data from 2017 to 2021 revealed that Charlotte's Web was the leading CBD company in terms of unique ads, occurrences, and expenditures, accounting for over 70% of total spending among three major brands.

The majority of CBD advertising focused on themes of brand trust and quality, wellness, and pain relief, with online display ads being the most common format, highlighting the need for regulatory oversight in CBD marketing practices.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Cannabidiol Marketing Strategies in the United States: An Analysis of Three Prominent Companies. Berg, CJ., Schauer, GL., Cavazos-Rehg, P., et al.[2023]

A survey of 104 epilepsy patients revealed a strong preference for plant-derived cannabidiol (CBD) over synthetic options, with 73% favoring the natural source due to perceived safety and fewer side effects.

The study indicated that 68% of patients were willing to pay for CBD treatment, with many estimating costs below €500 per month, highlighting the significant demand for effective epilepsy management options.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Plant derived versus synthetic cannabidiol: Wishes and commitment of epilepsy patients. von Wrede, R., Moskau-Hartmann, S., Amarell, N., et al.[2021]

In a survey of 214 patients with spine-related pain, 25.2% reported using cannabidiol (CBD), primarily for relief from back and neck pain, with oil being the most popular form of consumption.

While many users reported benefits such as pain relief (46.3%) and improved sleep (33.3%), a significant portion (24.1%) experienced no benefits, highlighting the need for further research on CBD's efficacy and safety in this context.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Prevalence of Cannabidiol Use in Patients With Spine Complaints: Results of an Anonymous Survey. Lovecchio, F., Langhans, MT., Bennett, T., et al.[2021]

The CBD market is rapidly expanding, with a projected growth from nearly 3 billion USD in 2020 to over 55 billion USD by 2028, despite the FDA only approving one CBD drug for seizures and warning against unproven health claims.

Analysis of over two million tweets revealed that the most common health claims for CBD products on social media relate to pain (31.67%), anxiety disorders (27.11%), sleep disorders (13.77%), and stress (10.37%), highlighting the need for better regulation and surveillance of these claims.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Therapeutic Claims in Cannabidiol (CBD) Marketing Messages on Twitter. Soleymanpour, M., Saderholm, S., Kavuluru, R.[2022]

Nearly 50% of CBD users experienced adverse drug events (ADEs), with common issues including elevated liver enzymes, sedation, and sleep disturbances, indicating a significant safety concern.

CBD has a high potential for drug-drug interactions (DDIs) due to its effects on drug metabolism, particularly with enzymes like CYP3A4 and CYP2C19, suggesting that careful monitoring and dose adjustments may be necessary for patients on multiple medications.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Potential Adverse Drug Events and Drug-Drug Interactions with Medical and Consumer Cannabidiol (CBD) Use. Brown, JD., Winterstein, AG.[2020]

A study analyzing 39 FDA Warning Letters from 2015 to 2019 found that 97% of violations were related to marketing CBD products as unapproved new drugs, often claiming therapeutic benefits for over 125 health issues, including serious conditions like cancer and diabetes.

The majority of violations (79.5%) also involved marketing CBD as dietary supplements or food products, highlighting the need for better regulation to protect consumers from misleading claims about CBD's safety and efficacy.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Health Claims About Cannabidiol Products: A Retrospective Analysis of U.S. Food and Drug Administration Warning Letters from 2015 to 2019. Wagoner, KG., Lazard, AJ., Romero-Sandoval, EA., et al.[2022]

A study involving 2464 young adults revealed that while 97.9% had heard of CBD, many held misconceptions about its regulation, with only 24.9% believing it required FDA approval, highlighting a need for better consumer education.

Participants generally perceived CBD as safe and effective for issues like pain and anxiety, but concerns about limited regulation and evidence of its effectiveness suggest that ongoing monitoring of consumer perceptions is essential as the market grows.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Young adults' knowledge, perceptions and use of cannabidiol products: a mixed-methods study. Wysota, CN., Le, D., Clausen, ME., et al.[2023]

A survey of 182 current CBD users revealed that those who also use marijuana (CBD+MJ) tend to use CBD more frequently and for longer durations, indicating a potential pattern of co-use between these substances.

CBD+MJ users are more likely to use CBD for medical reasons and prefer various administration methods, such as vaping or topical application, while also showing a tendency towards smoking behaviors, which may have implications for understanding the risks and benefits of cannabis products.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

A Multiple Correspondence Analysis of Patterns of CBD Use in Hemp and Marijuana Users. Vilches, JR., Taylor, MB., Filbey, FM.[2021]

A study involving 171 participants found that while recreational use is a primary motive for cannabis, CBD is more commonly used for beauty purposes, highlighting different user intentions between the two products.

The research revealed significant differences in side effect profiles between CBD and cannabis, but no notable age-related differences in motives for use were observed, suggesting that further studies with a more diverse age range are needed.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Comparison of CBD and Cannabis Use Motives. Bilaonova, A., Phillips, JA., Anderson, KG.[2023]

References

1. England pubmed.ncbi.nlm.nih.gov

What are the informational pathways that shape people's use of cannabidiol for medical purposes? [2021]

2. United States pubmed.ncbi.nlm.nih.gov

Cannabidiol Marketing Strategies in the United States: An Analysis of Three Prominent Companies. [2023]

3. England pubmed.ncbi.nlm.nih.gov

Plant derived versus synthetic cannabidiol: Wishes and commitment of epilepsy patients. [2021]

4. Netherlands pubmed.ncbi.nlm.nih.gov

Prevalence of Cannabidiol Use in Patients With Spine Complaints: Results of an Anonymous Survey. [2021]

5. United States pubmed.ncbi.nlm.nih.gov

Therapeutic Claims in Cannabidiol (CBD) Marketing Messages on Twitter. [2022]

6. Switzerland pubmed.ncbi.nlm.nih.gov

Potential Adverse Drug Events and Drug-Drug Interactions with Medical and Consumer Cannabidiol (CBD) Use. [2020]

7. United States pubmed.ncbi.nlm.nih.gov

Health Claims About Cannabidiol Products: A Retrospective Analysis of U.S. Food and Drug Administration Warning Letters from 2015 to 2019. [2022]

8. England pubmed.ncbi.nlm.nih.gov

Young adults' knowledge, perceptions and use of cannabidiol products: a mixed-methods study. [2023]

9. Switzerland pubmed.ncbi.nlm.nih.gov

A Multiple Correspondence Analysis of Patterns of CBD Use in Hemp and Marijuana Users. [2021]

10. United States pubmed.ncbi.nlm.nih.gov

Comparison of CBD and Cannabis Use Motives. [2023]