# Advertising Among Cannabidiol (CBD) Retailers in North Carolina: A Pilot Study > **Author:** Benjamin Caplan, MD (ABFM Board Certified, MA Lic. #240562, NPI: 1962722637) > **Publisher:** CED Clinic (https://cedclinic.com) > **Canonical URL:** https://cedclinic.com/cbd-retail-marketing-study-north-carolina/ > **Published:** 2026-03-26T12:08:26-04:00 | **Last Modified / Clinically Audited:** 2026-09-29T00:18:11-04:00 > **Clinical Summary:** Explore the CBD retail marketing study revealing misleading advertising claims among North Carolina CBD retailers and its impact on consumer safety. --- CED Clinical Relevance  #55Monitored Relevance  Early-stage or contextual signal requiring further evidence before action. 🔬 Evidence Watch  |  CED Clinic Cbd[Patient Education](https://cedclinic.com/medical-cannabis-patient-education-basics/)MarketingProduct Quality[Consumer Safety](https://cedclinic.com/cannabis-mold-contamination-risks-recall-safety/) Journal North Carolina medical journal Study Type Pilot Study Population Human participants Why This Matters This study documents the prevalence of misleading marketing in CBD retail environments, which directly impacts patient safety and informed decision-making. Understanding how patients encounter CBD information outside clinical settings helps physicians address misconceptions and provide evidence-based guidance. Clinical Summary This pilot study analyzed advertisements in 13 North Carolina CBD retailers in November 2020, finding that 100% displayed misleading product descriptors or unapproved health claims. Nearly all retailers (92.3%) made specific unapproved health claims, while 84.6% used potentially misleading descriptors like ‘natural,’ ‘pure,’ or ‘full-spectrum.’ The study provides a snapshot of retail CBD marketing practices but is limited by its small sample size, single-state focus, and pre-2018 Farm Bill regulatory environment. Dr. Caplan’s Take “This confirms what I observe clinically—patients arrive with expectations shaped by retail marketing rather than evidence. The universal presence of misleading claims underscores why physician guidance remains essential for patients considering CBD.” Clinical Perspective 🧠 Clinicians should proactively discuss CBD marketing claims with patients, explaining that terms like ‘natural’ or ‘full-spectrum’ don’t guarantee safety or efficacy. Patients should be counseled to rely on third-party testing results rather than marketing language when evaluating [CBD products](https://cedclinic.com/fda-warning-on-cbd-products/). 💬 Join the Conversation Have a question about how this applies to your situation? [Ask Dr. Caplan →](https://benjamincaplan.com/ask-dr-caplan) Want to discuss this topic with other patients and caregivers? [Join the forum discussion →](https://cedclinic.com/interact/discussion-forums/) Have thoughts on this? Share it: [𝕏 Share on X](https://twitter.com/intent/tweet?text=Just%20read%20this%20on%20CEDclinic.com%3A%20Advertising%20Among%20Cannabidiol%20%28CBD%29%20Retailers%20in%20North%20Carolina%3A%20A%20Pilot%20Study.%20%40drcaplan&url=https%3A//pubmed.ncbi.nlm.nih.gov/41524319/)[in Share on LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https%3A//pubmed.ncbi.nlm.nih.gov/41524319/)[🦥 Share on BlueSky](https://bsky.app/intent/compose?text=Just%20read%20this%3A%20Advertising%20Among%20Cannabidiol%20%28CBD%29%20Retailers%20in%20North%20Carolina%3A%20A%20Pilot%20Study.%20--%20via%20%40drcaplan.bsky.social%20https%3A//pubmed.ncbi.nlm.nih.gov/41524319/)[📷 Follow on Instagram](https://www.instagram.com/drbenjamincaplan/)[📝 Read more on Substack](https://substack.com/@doctorapproved)[🔔 Subscribe via RSS](https://cedclinic.com/category/cannabis-news/feed/) 📰 Source: [https://pubmed.ncbi.nlm.nih.gov/41524319/](https://pubmed.ncbi.nlm.nih.gov/41524319/) Table of Contents - [FAQ](#FAQ)[Should I trust health claims made in CBD retail advertisements?](#Should_I_trust_health_claims_made_in_CBD_retail_advertisements) - [Do terms like “natural,” “pure,” or “full-spectrum” guarantee CBD product safety or quality?](#Do_terms_like_8220natural8221_8220pure8221_or_8220full-spectrum8221_guarantee_CBD_product_safety_or_quality) - [How prevalent are misleading marketing practices among CBD retailers?](#How_prevalent_are_misleading_marketing_practices_among_CBD_retailers) - [What should patients know about CBD marketing before making purchases?](#What_should_patients_know_about_CBD_marketing_before_making_purchases) - [How should healthcare providers counsel patients about CBD retail marketing?](#How_should_healthcare_providers_counsel_patients_about_CBD_retail_marketing) - [Related](#Related) ## FAQ #### Should I trust health claims made in CBD retail advertisements? No, this study found that 92.3% of CBD retailers displayed advertisements containing unapproved health claims. These claims have not been evaluated or approved by regulatory authorities like the FDA, making them unreliable indicators of CBD’s actual [therapeutic benefits](https://cedclinic.com/therapeutic-benefits-of-thc/). #### Do terms like “natural,” “pure,” or “full-spectrum” guarantee CBD product safety or quality? No, these descriptors do not guarantee safety or quality. The study found that approximately one-quarter of CBD advertisements used terms like “full-spectrum” (10.6%), “natural” (6.4%), and “pure” (4.3%) that may misleadingly convey safety to consumers. These terms are not standardized or regulated. #### How prevalent are misleading marketing practices among CBD retailers? According to this research, 100% of the 13 CBD retailers studied displayed advertisements containing either misleading product descriptors or unapproved health claims. This suggests widespread problematic marketing practices in the CBD retail sector. #### What should patients know about CBD marketing before making purchases? Patients should be aware that CBD retail marketing frequently contains unsubstantiated health claims and potentially misleading product descriptors. They should consult healthcare providers for evidence-based information rather than relying on retail advertisements when considering CBD for health purposes. #### How should healthcare providers counsel patients about CBD retail marketing? Healthcare providers should inform patients that CBD retail advertisements commonly contain misleading information and unapproved health claims. Providers should encourage patients to seek medical guidance rather than making purchasing decisions based on retail marketing materials. {“@context”: “https://schema.org”, “@type”: “ScholarlyArticle”, “headline”: “Advertising Among Cannabidiol (CBD) Retailers in North Carolina: A Pilot Study.”, “url”: “https://pubmed.ncbi.nlm.nih.gov/41524319/”, “about”: “north carolina medical journal pilot study”, “isPartOf”: “North Carolina medical journal”} [https://cedclinic.com/contact/](https://cedclinic.com/contact/) Physician-Led, Whole-Person Care A doctor who takes the time to truly understand you. Personal care that starts with listening and is guided by experience and ingenuity. 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[Discover Insights](https://cedclinic.com/anticancer-potential-cannabidiol-renal-cell-carcinoma/) ### Related --- ### Verification & Medical Governance - **Lead Clinical Author:** Benjamin Caplan, MD - **Credentials:** Board Certified in Family Medicine (ABFM), Former CMO Canna Care Docs (250,000+ patients supervised), Founder & CMO CED Clinic & CED Foundation, Author of *The Doctor-Approved Cannabis Handbook* (Penguin Random House). - **Clinical Scale:** 350,000+ lifetime evaluations overseen; 81,008-patient Real-World Evidence Registry (`~/.ced_rwe_vault.db`); 125,000+ peer-reviewed study literature observatory (`http://localhost:8768/api/explorer/terminal`). - **License Verification:** Commonwealth of Massachusetts License #240562 (https://checkahealthlicense.mass.gov/). - **NPI Registry:** 1962722637 (https://npiregistry.cms.hhs.gov/provider-view/1962722637). - **Ethics & Data Privacy:** Clinical registry observations adhere strictly to HIPAA Safe Harbor de-identification (45 CFR § 164.514(b)) and criteria for secondary research exemption under 45 CFR § 46.104(d)(4).