The Ethics of Marketing Marijuana to 21+ College Students: A Legal Perspective

Marketing marijuana to college students aged 21 and over raises important ethical and legal considerations. While it is legal in many jurisdictions to sell cannabis to adults, targeting college students—who may be vulnerable to peer pressure, academic stress, and identity formation—demands careful scrutiny. Legally, marketers must comply with state-specific cannabis advertising laws, which often prohibit appealing to minors, making unverified health claims, or placing ads near schools or colleges. However, even within legal bounds, ethical concerns remain. College students, though legally adults, are still in a transitional life stage where decision-making skills are developing. Targeting them with cannabis promotions, especially using tactics that associate marijuana with social success or academic relief, can exploit these vulnerabilities. Responsible marketing should prioritize transparency, include health disclaimers, and avoid glamorizing excessive or recreational use in a way that downplays risks. Additionally, advertising should not encourage consumption as a coping mechanism for stress or anxiety, issues that many students face. Educational institutions may also impose their own restrictions, and marketers must be cautious not to infringe on campus policies or indirectly target underage students in mixed-age environments. While there is a legal right to advertise cannabis to those 21 and over, ethical marketing should balance business interests with public health considerations, especially when engaging a demographic navigating critical personal and academic development. Ultimately, a legal yet ethical approach requires marketers to promote responsible usage and respect the broader impacts their campaigns may have on campus communities.