Newswise — PULLMAN, Wash. — Concise evidence-supported alerts regarding the health hazards of utilizing cannabis during pregnancy might prove effective in deterring the perilous pattern.
In a recent study featured in Psychology of Addictive Behaviors, Washington State University scholars discovered that presenting straightforward, scientific information about the detrimental effects of THC on a developing fetus corresponded with decreased intentions to use cannabis during pregnancy. This effect remained consistent across messaging tailored for a cohort of women, aged 18-40, in either a narrative or non-narrative format, both emphasizing factual content.
Moreover, the investigators observed that concise and uncomplicated communications aimed at enhancing media literacy, which refers to the skill of distinguishing factual sources of information from non-factual ones, likewise led to decreased intentions to use cannabis during pregnancy.
As cannabis usage continues to grow in popularity nationwide, this research could serve as a valuable resource for establishing effective guidelines on how to communicate the adverse consequences of drug use to pregnant individuals.
"Although there are existing messages regarding the risks of cannabis use during pregnancy, to our knowledge, there has been no systematic evaluation of these messages or testing to determine the most effective types of messaging," explained Jessica Willoughby, the study's lead author and an associate professor of communication at WSU. "This has become a significant concern as cannabis use continues to gain popularity, and misinformation about the drug is becoming increasingly prevalent."
The study of cannabis use during pregnancy has been relatively limited, yet available research indicates potential adverse effects on newborns, including lower birth weight, increased rates of admission to neonatal intensive care units, and a heightened risk of stillbirth.
Surprisingly, a 2015 study revealed that a staggering 70% of pregnant and non-pregnant women held the belief that using cannabis once or twice a week during pregnancy posed little to no risk of harm.
Previous research conducted by Professor Celestina Barbosa-Leiker, a co-author of the study and a professor at the WSU College of Nursing, highlights that a significant number of women obtain information about the health risks associated with cannabis use during pregnancy from budtenders and other non-expert sources.
In her study, Professor Celestina Barbosa-Leiker interviewed pregnant and postpartum women regarding their cannabis use for health-related purposes. The participants mentioned that their healthcare providers frequently exhibited a lack of knowledge about the potential effects of cannabis use on their babies or provided inconsistent messages about the possible consequences of such use.
In the present study, the researchers from WSU developed scientific and media literacy messages using both narrative and non-narrative formats. The narrative formats incorporated snippets from real-life stories to create messages that would deeply connect with the target audience. The non-narrative messages, on the other hand, straightforwardly conveyed factual information, such as highlighting that THC, the compound responsible for the "high" feeling, can cross the placenta and reach the developing baby. The messaging emphasized the importance of refraining from marijuana use during pregnancy to prevent the exposure of THC to the baby.
Stacey Hust, a co-author of the study and a professor of communication at WSU, emphasized the careful consideration required to avoid stigmatizing cannabis use or specific user populations during the messaging design phase. The researchers went to great lengths, even surveying pregnant individuals on factors like color schemes and the inclusion of faces in the messaging visuals, to ensure sensitivity and inclusivity in their approach.
Following the messaging interventions, the researchers proceeded to survey 429 women to gauge the impact of various forms of messaging on their decisions regarding cannabis use. The analysis revealed that clear and factual non-narrative messages, emphasizing scientific information about cannabis use during pregnancy, proved to be the most effective approach. Although the narrative messages were effective in terms of science communication, they did not demonstrate the same effectiveness in educating individuals about media literacy.
Jessica Willoughby commented on the findings, stating that the complexity and ambiguity of more intricate messaging could potentially hinder its effectiveness, particularly in the context of social media. The study results suggest that concise Instagram stories can effectively communicate factual information but may not allow sufficient room to explore complex storylines adequately.
Looking ahead, Willoughby, Hust, and Barbosa-Leiker expressed their aspiration for the research findings to be utilized in disseminating factual information about cannabis use during pregnancy in various settings, including doctor's offices, cannabis shops, and schools. Their hope is that these findings will contribute to better-informed discussions and guidance regarding the risks associated with cannabis use during pregnancy.
Hust suggested that the targeted messaging could be directed towards medical providers, budtenders, and cannabis stores to effectively reach individuals. However, she emphasized the importance of providing this information well in advance of individuals legally using cannabis. Hust believes that discussions about reproductive issues and the process of conception should start early, possibly during high school, to ensure young women are well-informed about the potential risks of cannabis use during pregnancy.
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