Same Story, Different Seller: Teaching the Public How Cannabis Models Driven by Profit Create the Same Injustices as Prohibition

Abstract

Objective: U.S. cannabis policy has been shaped by racism and produced racist outcomes. The legalization of cannabis for adult use represents an opportunity to end harmful policies and repair some of the damage caused by the War on Drugs. However, this opportunity may be slipping away. Large corporations with histories of exploitation are steering cannabis policy to maximize profits. Parabola Center for Law and Policy created a media campaign to educate the public about these issues and promote cannabis policies that benefit regular people. We conducted an experiment in the context of an online survey to determine whether six videos from the campaign would resonate with U.S. adults and influence beliefs about cannabis policy. Method: In September 2023, we conducted an online survey of 404 U.S. adults. Participants were randomized to view six Parabola Campaign videos featuring cannabis policy experts before or after responding to survey questions. Results: Participants who saw the Parabola Campaign videos had greater agreement that cannabis legalization should not benefit the tobacco industry, the pharmaceutical industry, and alcohol companies (all p < .05). They also had greater agreement that legalization should create space for small businesses, create a sharing community, and benefit people from communities that have been harmed by the Drug War (all p < .05).  Conclusions: Public education can be a powerful tool to promote equity-focused cannabis policy, by raising awareness of corporate influence, promoting community-centered regulatory models, and building support for an equitable approach to federal legalization.