Portrayal of Delta-8 Tetrahydrocannabinol (THC) on YouTube.

After the 2018 U.S. farm bill, retailers sold intoxicating Delta-8 THC products as legal hemp. A qualitative analysis of 47 YouTube videos posted in 2022 identified four themes: reasons to use, how to use, effects, and safety/harm reduction. Creators promoted Delta-8 for its claimed federal legality, easy access, and a milder, euphoric high than traditional cannabis. Product quality varied by purchase location, with online sources preferred over gas stations. Few videos were age-restricted. The findings suggest a need for media campaigns to correct misinformation and for prevention efforts.

Study at a glance

Abstract

Following the United States (U.S.) Federal Agriculture Improvement Act of 2018, many retailers began selling intoxicating cannabis products, including Delta-8 tetrahydrocannabinol (THC) as "hemp," claiming that it provided a legal loophole to do so. This qualitative study assessed Delta-8 THC messaging on YouTube, the world's second-most visited website. In 2022, two researchers searched the terms "Delta 8" and "Delta-8" on YouTube; 47 unique videos were identified. A combination of inductive and deductive coding was used. The larger team discussed the coding after every ten videos and reached a consensus. Four overarching themes were identified related to Delta-8 THC: reasons to use, how to use, effects of using, and safety/harm reduction. Content creators used Delta-8 THC for its alleged federal legality, easy accessibility, and the psychoactive effects which they described as a more mild, euphoric high than 'traditional' cannabis. Some mentioned that the quality of the Delta-8 THC products may vary based on the purchase location, with online typically being favored over gas stations. Few videos were age-restricted. This study provides an overview of public attitudes and beliefs regarding Delta-8 THC, as discussed on YouTube. Findings suggest media campaigns to correct misinformation and other prevention efforts are important.