About a third of Quebecers say they have been exposed to advertising or promotion for cannabis in the past year, even though these practices are heavily regulated and even prohibited in several cases in Quebec.
This is one of the findings of the Quebec Institute of Statistics’ (ISQ) annual survey on cannabis use. The report, published Tuesday, complements data released last fall, confirming a downward trend in consumption.
Among the approximately 15,100 people aged 15 and over interviewed for this study, 34 per cent reported having seen or heard advertisements or commercial promotions (discounts, new products or infomercials) for cannabis in the past 12 months.
The highest exposure was noted among 15-17 year olds and 18-20 year olds, in proportions of 52 per cent and 49 per cent respectively.
Cannabis advertising messages were most frequently seen on social media (18.2 per cent). This proportion was also higher among 15-17 year olds and 18-20 year olds (39 per cent and 36 per cent respectively).
The second most cited context is stores selling cannabis or accessories (14 per cent), followed by television or radio (12.4 per cent) and websites (10.7 per cent).
The ISQ specifies that, in the case of television, “there is a possibility that some people” may have confused prevention messages with advertising messages, “because it is a message broadcast on television during a commercial break.” The organization notes that this confusion could also have occurred in other exposure contexts.
A call for “in-depth reflection”
The Cannabis Act includes provisions regarding advertising and promotion, and in most situations in Quebec, a ban applies, notes the ISQ.
However, the institute concludes that “advertising or commercial promotions for cannabis reach the Quebec population more broadly than intended by law.”
The institute emphasizes, in particular, “that there are real challenges regarding the application of restrictions on online promotion.” In 2021, the report on the implementation of legislation governing cannabis stated that “current inspection capabilities only allow for limited monitoring of promotional activities taking place online,” cites the ISQ.
According to him, the results of his survey “certainly call for in-depth reflection on the subject,” given that the effectiveness of marketing influence on substance consumption has been proven.
Moreover, the ISQ survey indicates that “people who have used cannabis in the past year are proportionally more likely (44 per cent) to have seen or heard advertising messages than people who have never used it (33 per cent) or those who have used it in their lifetime, but not in the last 12 months (32 per cent).”
This proportion rises to 51 per cent among people who say they have used cannabis daily in the past year, compared to 41 per cent for those who have used it occasionally.
The report published Tuesday follows the release of certain figures last October. The ISQ revealed, in particular, that cannabis consumption in Quebec has been trending downward since 2021.
By 2025, 17 per cent of Quebecers had used cannabis. This rate is still higher than the pre-legalization rate of 14 per cent in 2018.
The survey also shows an increase in cannabis vaping among 15- to 20-year-olds since 2019. This method was used by 64 per cent of these young consumers, compared to 24 per cent in 2019.
Smoking cannabis remains the most widespread method among all users of this substance, accounting for 79 per cent, while the proportion for vaping is nearly 28 per cent.
–This report by La Presse Canadienne was translated by CityNews
