Visibilización de las estrategias de rebranding y captura corporativa de la salud pública por la industria del cannabis

  1. Manuel Isorna Folgara
  2. Víctor J. Villanueva-Blasco
Revista:
Revista española de drogodependencias

ISSN: 0213-7615

Ano de publicación: 2022

Título do exemplar: Abordaje y actualización sobre el consumo de cannabis en la población española

Número: 47

Páxinas: 17-36

Tipo: Artigo

Outras publicacións en: Revista española de drogodependencias

Resumo

Cuando las políticas afectan a los determinantes comerciales de la salud, como el alcohol, el tabaco y el cannabis se conoce como captura corporativa de la salud pública. El objetivo del estudio fue visibilizar las estrategias promotoras del cultivo, consumo y regulación del cannabis orientadas hacia una regulación conveniente para la industria, en detrimento de la salud pública. Se siguió un diseño exploratorio cualitativo utilizando un muestro intencional a partir de los diversos canales de información utilizados por la industria del cannabis. Las estrategias de rebranding y captura corporativa halladas se fundamentan en: a) argumentos de desarrollo económico en los que justificar su expansión y una regulación laxa; b) fomento de una imagen positiva del cannabis asociando su consumo a fines de salud y bienestar; c) fomento de una imagen social más aceptable del consumidor, del autocultivador e, incluso, del vendedor; d) la captación y fidelización de consumidores a través de productos derivados del cine, la televisión o los videojuegos, y de manera especial a través de influencers; e) los regalos publicitarios y de patrocinio de eventos dirigidos al “tarjet” de los potenciales consumidores; f) la difusión de fake news que sugieren que el cannabis cura enfermedades; y, g) procesos distorsionadores que afectan a la investigación sobre el cannabis, cuando la financiación proviene de la industria del cannabis. Estos hallazgos ponen de manifiesto las acciones de captura corporativa de la industria del cannabis, orientadas a bloquear o retrasar lasmedidas de salud pública que son contrarias a sus intereses económicos

Referencias bibliográficas

  • Abuhasira, R., Shbiro, L. y Landschaft, Y. (2018). Medical use of cannabis and cannabinoids containing products–regulations in Europe and North America. European Journal of Internal Medicine, 49, 2-6. https://doi.org/10.1016/j. ejim.2018.01.001
  • Abu-Sawwa, R., Scutt, B. y Park, Y. (2020). Emerging use of epidiolex (cannabidiol) in epilepsy. The Journal of Pediatric Pharmacology and Therapeutics, 25(6), 485-499. https://doi.org/10.5863/1551-6776- 25.6.485
  • Acheson, D. (1988). Public health in England: the report of the Committee of Inquiry into the Future Development of the Public Health Function. The Stationary Office, 23-34.
  • Adams, P. J. (2007). Assessing whether to receive funding support from tobacco, alcohol, gambling and other dangerous consumption industries. Addiction, 102(7), 1027-1033. https://doi. org/10.1111/j.1360-0443.2007.01829.x Adams, P. J., Rychert, M. y Wilkins, C. (2021). Policy influence and the legalized cannabis industry: learnings from other addictive consumption industries. Addic- tion, 116(11), 2839-2946. https://doi. org/10.1111/add.15483
  • Andréasson, S. y McCambridge, J. (2016). Alcohol researchers should not accept funding from the alcohol industry: perspectives from brief interventions research. Journal of studies on alcohol and drugs, 77(4), 537-540. https://doi. org/10.15288/jsad.2016.77.537
  • Austen, I. (2017). Ready or Not, Recreational Marijuana Use Is Coming to Canada. The New York Times. https://www.nytimes. com/2017/11/04/world/canada/canada-marijuana-legal-justin-trudeau.html
  • Ayers, J. W., Caputi, T. L. y Leas, E. C. (2019). The need for federal regulation of marijuana marketing. JAMA, 321(22), 2163-2164. https://doi.org/10.1001/jama.2019.4432
  • Barrientos-Gutiérrez, T., Barrientos-Gutiérrez, I., Reynales-Shigematsu, L. M., Thrasher, J. F. y Lazcano-Ponce, E. (2012). Aiming for the adolescent market: internet and video games, the new strategies of the tobacco industry. Salud pública de Mexico, 54(3), 303-314.
  • Barry, R. A. y Glantz, S. A. (2018). Marijuana regulatory frameworks in four us states: an analysis against a public health standard. American journal of public health, 108(7), 914-923. https://doi. org/10.2105/AJPH.2018.304401.
  • Becoña, E. (2021). La Prevención Ambiental en el Consumo de Drogas. ¿Qué medidas podemos aplicar? Ministerio de Sanidad. Delegación del Gobierno para el Plan Nacional sobre Drogas, 272 p.
  • Brownell, K. D. y Warner, K. E. (2009). The perils of ignoring history: Big Tobacco played dirty and millions died. How similar is Big Food? The Milbank Quarterly, 87(1), 259-294.
  • Burillo-Putze, G., Hernández-Ramos, I. y Isorna-Folgar, M. (2021). Hiperemesis por cannabis vs vómitos cíclicos. Adicciones, 33(4), 377-378.
  • Calafat, A., Juan, M., Becoña, E., Fernández, C., Gil, E. y Llopis, J. (2000). Estrategias y organización de la cultura pro-cannabis. Adicciones, 12(5), 231-273. https:// doi.org/10.20882/adicciones.683
  • Caulkins, J. (2016). The real dangers of marijuana. National Affairs, (Winter 2016) https://www.nationalaffairs.com/publications/detail/the-real-dangers-ofmarijuana
  • Chapman, S. y Shatenstein, S. (2001). The ethics of the cash register: taking tobacco research dollars. Tobacco Control, 10(1), 1-2. http://doi.org/10.1136/ tc.10.1.1
  • Chung, C., Salottolo, K., Tanner, A., Carrick, M. M., Madayag, R., Berg, G., Lieser, M. y Bar-Or, D. (2019). The impact of recreational marijuana commercialization on traumatic injury. Injury Epidemiology, 6(1), 1-8. https://doi.org/10.1186/s40621- 019-0180-4
  • Civantos, D. (30 de agosto de 2018). Los influencers más destacados del negocio de la marihuana. Recuperado el 10 julio de 2022 de https://www.dinafem.org/es/ blog/influencers-destacados-negociomarihuana/
  • Davies, R. (2 de marzo de 2019). Sweet smell of success? Big businesses bet on a marijuana boom. The Guardian. https:// www.theguardian.com/business/2019/ mar/02/legal-medicinal-recreationalcannabis-industry-investors
  • Degenhardt, L., Whiteford, H. A., Ferrari, A. J., Baxter, A. J., Charlson, F. J., Hall, W. D.,… Engell, R. E. (2013). Global burden of disease attributable to illicit drug use and dependence: Findings from the global burden of disease study 2010. The Lancet, 382, 1564-1574. https://doi. org/10.1016/S0140-6736(13)61530-5
  • Di Forti, M., Sallis, H., Allegri, F., Trotta, A., Ferraro, L., Stilo, S. A., Marconi, A., La Cascia, C., Reis Marques, T., Pariante, C., Dazzan, P., Mondelli, V., Paparelli, A., Kolliakou, A., Prata, D., Gaughran, F., David, A. S., Morgan, C., Stahl, D., Khondoker, M., … Murray, R. M. (2014). Daily use, especially of high-potency cannabis, drives the earlier onset of psychosis in cannabis users. Schizophrenia bulletin, 40(6), 1509–1517. https://doi.org/10.1093/schbul/sbt181
  • Evans, E. A., Goldwater, E., Stanek, E. J., Brierley-Bowers, P., Buchanan, D. & Whitehill, J. M. (2020). Prevalence and correlates of cannabis use in Massachusetts after cannabis legalization and before retail sales. Journal of psychoactive drugs, 53(2), 158–167. https://doi.org/10.1080/027 91072.2020.1850945
  • Fallin, A., Grana, R. y Glantz, S. A. (2014). ‘To quarterback behind the scenes, thirdparty efforts’: the tobacco industry and the Tea Party. Tobacco Control, 23(4), 322-331. https://doi.org/10.1136/tobaccocontrol-2012-050815
  • Felson, J., Adamczyk, A. y Thomas, C. (2019). How and why have attitudes about cannabis legalization changed so much? Social Science Research, 78, 12-27. https://doi. org/10.1016/j. ssresearch.2018.12.011
  • Gamella, J. F. y Jiménez, M. L. (2004). La cultura cannábica en España: La construcción de una tradición ultramoderna. Monografías humanitas, 5, 23-54.
  • Gilmore, A. B., Savell, E. y Collin, J. (2011). Public health, corporations and the New Responsibility Deal: promoting partner ships with vectors of disease. Journal of Public Health, 33(1), 2-4. https://doi. org/10.1093/pubmed/fdr008
  • Government of Canada. (2021). Canadian cannabis survey 2020: Summary. Recuperado de https://www.canada.ca/en/ health-canada/services/drugs-medication/cannabis/research-data/canadiancannabis-survey-2020-summary.html#a2
  • Hall, W. y Lynskey, M. (2020). Assessing the public health impacts of legalizing recreational cannabis use: the US experience. World Psychiatry, 19(2), 179-186. https://doi.org/10.1002/wps.20735
  • Hall, W., Stjepanović, D., Caulkins, J., Lynskey, M., Leung, J., Campbell, G. y Degenhardt, L. (2019). Public health implications of legalising the production and sale of cannabis for medicinal and recreational use. The Lancet, 394(10208), 1580-1590. https://doi. org/10.1016/S0140-6736(19)31789-1
  • Hernández-Aguado, I. y Chilet-Rosell, E. (2019). Investigación en salud pública: independencia y libertad académica. Revista De Bioética Y Derecho, (45), 59-71.
  • Hew, J. J. (2017). Hall of fame for mobile commerce and its applications: a bibliometric evaluation of a decade and a half (2000–2015). Telematics and Informatics, 34(1), 43-66.
  • Hindley, G., Beck, K., Borgan, F., Ginestet, C. E., McCutcheon, R., Kleinloog, D., ... y Howes, O. D. (2020). Psychiatric symptoms caused by cannabis constituents: a systematic review and meta-analysis. The Lancet Psychiatry, 7(4), 344-353.
  • Isorna, M., Burillo, G. y Villanueva, V.J. (2022a). Captura corporativa, fake news pro-cannabis y posición de los consumidores ante su regulación. Global Health Promotion, 17579759221107604.
  • Isorna, M., Cruz-Amorós, E. y Villanueva, V. J. (2020b). La violencia tabáquica: papel de los medios audiovisuales, influencers y las think tanks. Revista Española de Drogodependendencias, 45(1), 101-110.
  • Isorna, M., Figueiredo, M. J. y Gutiérrez, L. (2019). Cómo pueden las fake news o las falsas creencias contribuir al consumo de cannabis. En M. Isorna y A. Rial (Coords.), El consumo de cannabis y sus derivados: Mitos, posverdades y desafíos (pp. 161-176). Dykinson.
  • Isorna, M., Pascual, F., Aso, E. y Arias, F. (2022b). Impacto de la legalización del consumo recreativo del cannabis. Adicciones (en prensa). https://doi. org/10.20882/adicciones.1694
  • Iversen, L. L. (2001). The science of marijuana. Oxford University Press.
  • Kickbusch, I., Allen, L. y Franz, C. (2016). The commercial determinants of health. The Lancet Global Health, 4(12), e895-e896.
  • Lyness, S. M. y McCambridge, J. (2014). The alcohol industry, charities and policy influence in the UK. The European Journal of Public Health, 24(4), 557-561. https:// doi.org/10.1093/eurpub/cku076
  • Marijuana Business Daily (2020, 1 Mayo). Constellation ups stake in marijuana producer Canopy Growth to 38%. https:// mjbizdaily.com/constellationups-stakein-canopygrowth-to-38/
  • Matthews, P. (2002). La cultura del cannabis. Ed. Alianza.
  • McCambridge, J., Hawkins, B. y Holden, C. (2014). Vested interests in addiction research and policy. The challenge corporate lobbying poses to reducing society’s alcohol problems: Insights from UK evidence on minimum unit pri cing. Addiction, 109, 199–205. https:// doi.org/10.1111/add.12380
  • McKee, M. y Stuckler, D. (2018). Revisiting the corporate and commercial determinants of health. American Journal of Public Health, 108(9), 1167-1170.
  • Meier, M. H., Caspi, A., Ambler, A., Harrington, H., Houts, R., Keefe, R. S., … Moffitt, T. E. (2012). Persistent cannabis users show neuropsychological decline from childhood to midlife. Proceedings of the Nacional Academy of Sciences of the United States of America, 109, E2657-E2664. https://doi:10.1073/pnas.1206820109
  • Millar, J. S. (2013). The corporate determinants of health: how big business affects our health, and the need for government action! Canadian Journal of Public Health, 104(4), e327-e329.
  • Mindell, J. S., Reynolds, L., Cohen, D. L. y McKee, M. (2012). All in this together: the corporate capture of public health. Bmj, 345, e8082.
  • Miroff, N. (2017). In Uruguay’s marijuana experiment, the government is your pot dealer. https://www.washingtonpost. com/world/the_americas/in-uruguaysmarijuana-experiment-the-governmentis-your-pot-dealer/2017/07/07/6212 360c-5a88-11e7-aa69-3964a7d55207_ story.html?utm_term=.870987e95d47
  • Mitchell, G., Lesch, M. y McCambridge, J. (2020). Alcohol industry involvement in the moderate alcohol and cardiovascular health trial. American Journal of Public Health, 110(4), 485-488.
  • Morell, M. E., Martínez, C. y Quintana, J. L. (2009). Disease mongering, el lucrativo negocio de la promoción de enfermedades. Pediatría Atención Primaria, 11(43), 491-512.
  • National Academies of Sciences, Engineering and Medicine. (2017). The health effects of cannabis and cannabinoids: the current state of evidence and recommendations for research. National Academies Press.
  • Noticias de la UBC. (2018, 23/11). Professor of Cannabis Science announced to research the role of cannabis in opioid overdose treatment . https://news.ubc. ca/2018/11/23/professor-of-cannabisscience-announced-to-research-the-role-ofcannabis-in-opioid-overdose-treatment/
  • Observatorio europeo del consumo y cultivo de cannabis. Alianzas y redes. https://observatoriocannabis.com/
  • OECD (2017). Preventing Policy Capture: Integrity in Public Decision Making. OECD Public Governance Reviews. OECD Publishing.
  • Oreja-Guevara, C., Montalban, X., de Andrés, C., Casanova-Estruch, B., MuñozGarcía, D., García, I. y Fernández, Ó. (2013). Documento de consenso sobre la espasticidad en pacientes con esclerosis múltiple. Rev Neurol, 57(8), 359-373.
  • Osakwe, O. (2016). Pharmaceutical regulation: the role of government in the business of drug discovery. Academic Press.
  • Pascual, F., Isorna, M., Carvalho, N., Carvalho, F. y Arias, F. (2020). Cannabis terapéutico y COVID-19: entre el oportunismo y la infoxicación. Adicciones, 32(3), 167-172. https://doi.org/10.20882/ adicciones.32.3
  • Policy Surveillance Program Staff (2021). Recreational Marijuana Laws. http://lawatlas. org/datasets/recreational-marijuana-laws
  • Roberts, B. A. (2019). Legalized cannabis in Colorado emergency departments: A cautionary review of negative health and safety effects. Western Journal of Emergency Medicine, 20, 557. https://doi. org/10.5811/westjem.2019.4.39935
  • Royo-Bordonada, M. (2019). Captura corporativa de la salud pública. Revista De Bioética Y Derecho, (45), 25-41.
  • RTTNews (2019, Marz 8,). Altria group completes acquisition of 45% stake in Cronos Group. Markets Insider. https://markets. businessinsider.com/news/stocks/altriagroup-completes-acquisition-of-45-stakein-cronos-group-quick-facts-1028015633
  • Ruíz de Gauna, P. (2016). La venta legal de marihuana: el mejor ejemplo de rebranding. Recuperado de https://www.marketingdirecto.com/marketing-general/ tendencias/la-venta-legal-de-marihuanael-mejor-ejemplo-de-rebranding
  • Russo, E. y Guy, G. W. (2006). A tale of two cannabinoids: the therapeutic rationale for combining tetrahydrocannabinol and cannabidiol. Medical Hypotheses, 66(2), 234-246. https://doi.org/10.1016/j. mehy.2005.08.026
  • Rychert, M. y Wilkins, C. (2021). Why did New Zealand’s referendum to legalise recreational cannabis fail? Drug and Alcohol Review, 40(6), 877-881.
  • Sepúlveda, J. y Murray, C. (2014). The state of global health in 2014. Science, 345(6202), 1275- 1278. https://doi:10.1126/science.1257099
  • Shi, S., Brant, A. R., Sabolch, A., y Pollom, E. (2019). False news of a cannabis cancer cure. Cureus, 11(1). https://doi. org/10.7759/cureus.3918
  • Smith, A. (2018). La industria de la marihuana legal en Estados Unidos está en auge. https:// cnnespanol.cnn.com/2018/02/01/ marihuana-legal-estados-unidos-industriaauge/
  • Snowdon, C. (2018). Joint venture: estimating the size and potential of the UK cannabis market. Institute of Economic Affairs (IEA).
  • Soneji, S., Yang, J., Knutzen, K. E., Moran, M. B., Tan, A. S., Sargent, J. y Choi, K. (2018). Online tobacco marketing and subsequent tobacco use. Pediatrics, 141(2). https:// doi.org/10.1542/peds.2017-2927
  • Spillane, T. E., Wong, B. A. y Giovenco, D. P. (2021). Content analysis of Instagram posts by leading cannabis vaporizer brands. Drug and Alcohol Dependence, 218, 108353. https://doi. org/10.1016/j.drugalcdep.2020.108353
  • Stanaway, J. D., Afshin, A., Gakidou, E., Lim, S. S., Abate, D., Abate, K. H., Abbafati, C., Abbasi, N., Abbastabar, H. y Abd-Allah, F. (2018). Global, regional, and national comparative risk assessment of 84 behavioural, environmental and occupational, and metabolic risks or clusters of risks for 195 countries and territories, 1990–2017: a systematic analysis for the Global Burden of Disease Study 2017. The Lancet, 392(10159), 1923-1994. https://doi. org/10.1016/S0140-6736(18)32225-6
  • The NORML Foundation (2021). A voice for responsible marijuana consumers. Recuperado de https://norml.org/about-norml/
  • Unger, J. B. y Bartsch, L. (2018). Exposure to tobacco websites: associations with cigarette and e-cigarette use and susceptibility among adolescents. Addictive behaviors, 78, 120-123. https://doi. org/10.1016/j.addbeh.2017.11.012
  • Van der Eijk, Y., Bero, L. A. y Malone, R. E. (2019). Philip Morris International-funded ‘Foundation for a Smoke-Free World’: analysing its claims of independence. Tobacco control, 28(6), 712-718. http://doi. org/10.1136/tobaccocontrol-2018-054278
  • Vemuri, V. K. & Makriyannis, A. (2015). Medicinal chemistry of cannabinoids. Clinical Pharmacology & Therapeutics, 97(6), 553- 558.
  • Villalbí, J. R. (2017). Licencia para matar: una historia del tabaco en España. Gaceta Sanitaria, 31(1), 74.
  • Wang, G., Davies, S., Halmo, L., Sass, A. y Mistry, R. (2018). Impact of marijuana legalization in Colorado on adolescent emergency and urgent care visits. Journal of Adolescent Health, 63, 239-241. https://doi. org/10.1016/j.jadohealth.2017.12.010
  • White, J. y Bero, L. A. (2010). Corporate manipulation of research: strategies are similar across five industries. Stan.L.& Pol’Y Rev., 21, 105.
  • Wiist, W. H. (2011). The corporate play book, health, and democracy: the snack food and beverage industry’s tactics in context. En D. Stuckler y K. Siegel (Eds.), Sick Societies: Responding to the Global Challenge of Chronic Disease (pp. 204–21). Oxford University Press.
  • World Health Organization. (2016). Health and Social Effects of Nonmedical Cannabis Use (The). World Health Organization. https://www.who.int/substance_abuse/publications/msbcannabis.pdf
  • Yeoh, P. (2020). Legal challenges for the cannabis industry. Journal of Money Laundering Control, 23(2), 327-340. https://doi. org/10.1108/JMLC-06-2019-0049