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The Regulatory and Marketing Environment Surrounding the Legalization of Retail Marijuana and the Impact on Youth
Journal of Public Policy & Marketing  (IF4.5),  Pub Date : 2020-05-05, DOI: 10.1177/0743915620911632
Kathleen Kelly, Christopher Berry, Maria Leonora G. Comello, Heather Bowen Ray

This paper explores the intersections of emerging recreational marijuana policy and large-scale contemporary marketing practices. The authors examine the evolution of current policies and the overall regulatory environment related to the legalization and marketing of recreational marijuana in the United States, exploring current and possible effects of marijuana legalization on adolescent uptake. Although the federal government still classifies marijuana as a Schedule I drug and prohibits possession and sale of the drug for both medical and recreational purposes, states are moving toward legalization. Implications of legalization are explored from the perspectives of regulation, harm reduction, and risk perception. The authors make recommendations and develop propositions regarding future research needed to evaluate the marketing implications and regulatory efforts aimed at U.S. adolescents.