Cannabis marketing in Canada and the USA, a scoping review

Purpose – This scoping review aims to synthesize existing literature on cannabis marketing in these regions. Design/methodology/approach – A systematic search strategy was used using ProQuest Search Services and Web of Science, yielding 52 relevant studies after screening. Findings – The reviewed articles documented the marketing practices of cannabis advertisers, including billboards, discounts and social media advertising. In some cases, regulatory violations were observed, including making false health claims, providing incentives and perceived targeting of youth. Research limitations/implications – The research is limited to the period and geography (Canada and the USA) where cannabis sales have been decriminalized or legalized. Practical implications – This paper develops an inventory of existing research on cannabis marketing. It provides a summary of the existing literature that researchers can further build on to develop new literature on cannabis marketing. Originality/value – To the best of the authors’ knowledge, this is the only literature review on cannabis marketing in Canada and the USA, and it is a significant study for those seeking to understand the marketing practices of cannabis retailers.