In a move that seems more like a relic from the “Just Say No” era than a contemporary public health initiative, the Drug Enforcement Administration (DEA) is backing an “Anti-420 Day” campaign aimed at recruiting high school and college students to produce anti-cannabis content for Instagram. This initiative, which also aims to address drug abuse among high school and college students by highlighting its impact on education and behavior, is spearheaded by the anti-cannabis nonprofit Johnny’s Ambassadors. It offers modest incentives—$25 to $50 Amazon gift cards—for videos warning peers about the purported dangers of THC use.

A Disconnect from Current Drug Policy Realities

At a time when more than 23 states have embraced full cannabis legalization and public opinion has shifted significantly in favor of reform, the DEA’s endorsement of this campaign appears tone-deaf and regressive. The agency’s attempt to “flood” social media with anti-THC messages not only disregards the evolving legal landscape but also undermines efforts toward normalization and informed discourse surrounding cannabis use. A multifaceted approach to drug abuse prevention, which includes increased resources for prevention and rehabilitation, is necessary to address the complexities of drug addiction. This contrasts sharply with the DEA's current strategies that emphasize law enforcement and interdiction over public health-focused measures.