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

Sofia E Olsson, Vishaldeep K Sekhon, Cassidy R Loparco, R Andrew Yockey, Kaylin M Greene, Doug Henry, Matthew E Rossheim

Substance Use & Misuse 2025 DOI: 10.1080/10826084.2025.2454651 (opens in new tab)

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Study at a glance

AI-extracted from the abstract
Characteristics Qualitative study Peer reviewed
Sample size 47
Population YouTube videos about Delta-8 THC
Topics Cannabis
Keywords Delta-8 THC Youtube Hemp-derived cannabinoids Novel psychoactive substances User-generated content
Key findings YouTube content creators promoted Delta-8 THC for its alleged federal legality, easy accessibility, and milder psychoactive effects compared to traditional cannabis, with few videos age-restricted.

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.

Comparable studies

Other qualitative studies on cannabis, most cited first.

Study Year Design Participants
Psychoactive substances as a last resort—a qualitative study of self-treatment of migraine and cluster headaches Users of online forums discussing cluster headache and migraine treatments 2017 Qualitative thematic analysis
Psychoactive drug or mystical incense? Overview of the online available information on Spice products Web pages related to Spice products 2009 Qualitative study n = 200
Patterns, Trends, and Meanings of Drug Use by Dance-drug Users in Edinburgh, Scotland Clubbers in clubs and pre-club bars 2004 Cross-sectional survey with focus groups n = 124
Fascination and Social Togetherness-Discussions about Spice Smoking on a Swedish Internet Forum. Swedish internet forum users who posted reports about Spice intoxication 2013 Qualitative study n = 40
Cannabis as entheogen: survey and interview data on the spiritual use of cannabis. Participants recruited from seven online communities, median age 33, 81% male 2020 Mixed methods (qualitative interviews and quantitative survey) n = 319

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