Canadian researchers have released a landmark study examining how often major influencers expose children and teenagers to adult-oriented products such as cannabis, vapes, and alcohol. Over a full year — from June 2021 to May 2022 — the team analyzed 2,400 posts published by influencers whose audiences include large numbers of users under 18.
The findings were both surprising and revealing.
Zero cannabis promotion — a striking result
According to the data, researchers found no posts at all promoting cannabis or cannabis-derived products to children or teenagers. Not a single influencer attempted to market or normalize cannabis for younger audiences.
This absence, the authors note, highlights two important patterns:
- Influencers tend to treat cannabis responsibly, recognizing that it is a product intended strictly for adults.
- Social platforms enforce strict regulation around cannabis-related content reaching minors.
In short, Canadian children and teens appear well protected from cannabis-related promotion.
Alcohol — a very different picture
Alcohol, however, proved far more prevalent. Researchers identified:
- 25 alcohol-related posts from influencers popular among children aged 10–12
- 9 posts from influencers popular among teens aged 13–17
What types of alcohol appear most often?
Children (10–12):
- Beer — 47%
- Spirits — 35%
- Wine — 18%
Teens (13–17):
- Spirits — 75%
- Beer — 13%
- Wine — 13%
The heavy presence of spirits among teens is flagged as particularly concerning, given the higher risks of binge drinking and injury associated with hard liquor.
Where do kids encounter alcohol content?
- YouTube — the dominant source for children (72%)
- Instagram — the primary platform for teens (78%)
- TikTok — 0%
Which influencers appear most often in alcohol-related posts?
Among children:
- SSSniperWolf — 64% of all child-targeted alcohol posts
- Justin Bieber, Charli D’Amelio, Michou
Among teens:
- Justin Bieber — 44%
- Charli D’Amelio, PewDiePie, Addison Rae
What marketing techniques are used?
For children:
- Product visible on-screen — 85%
- Music or songs — 37%
- Appeals to “coolness” — 33%
For teens:
- “Fun/cool” framing — 56%
- Viral elements (trends, challenges) — 29%
- Athlete involvement — 29%
Conclusion
While cannabis promotion is effectively absent from content directed at young audiences, alcohol remains embedded in the digital environment children and teens consume daily. The study underscores a need for clearer guidelines, stronger platform enforcement, and heightened responsibility from influencers whose actions shape youth culture and behavior.
Further Reading on TheCannex
Explore more of our science-backed reporting on cannabis, health, and behavior:
- Why people really use cannabis: https://thecannex.com/cannabis-use-multiple-motives-study/
- How cannabis affects romantic satisfaction — and why gender matters: https://thecannex.com/cannabis-relationship-satisfaction-gender-differences/
- Can cannabis beverages help reduce alcohol consumption?: https://thecannex.com/cannabis-drinks-reduce-alcohol-use-study/
- The best weed strains of 2025 — expert-reviewed: https://thecannex.com/best-weed-strains-2025/
FAQ
What is an “influencer”?
An influencer is a social media personality with a large audience whose opinions and behavior can shape trends, purchasing decisions, and public perception — especially among younger users.
What counts as “alcohol-related content”?
Any post where alcohol is shown, discussed, consumed, or used as a visual prop, regardless of whether it is part of a paid advertisement.
What is meant by “spirits”?
Spirits refer to distilled alcoholic beverages such as vodka, gin, whiskey, rum, and tequila — typically containing higher alcohol by volume (ABV) than beer or wine.
What are “viral elements”?
Viral elements include trends, challenges, memes, or formats designed to circulate widely across social platforms because they are entertaining or easily replicated.
