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The legalisation of cannabis in the Americas (for medical and recreational use) and the development of vaping technologies are some of the most important technological and policy developments in the psychoactive substances space in decades. While they have the potential to improve public health, there is also risk of creating more or new harms, including from new industry actors primarily focused on profit and targeting vulnerable populations, such as M膩ori, Pasifika and youth. Public health researchers working in the tobacco, alcohol, gambling and food sectors have long studied strategies used by commercial actors to shape public policy and create pro-consumption environments (e.g. political lobbying, research partnerships, creative marketing), and have developed theoretical models to explain these mechanisms of influence. To date, no similar conceptual frameworks exist for the digital and social media influence strategies of the new legal cannabis industry and related cannabis vaping sector operating in New Zealand/Aotearoa and increasingly internationally. This research programme will provide a systematic examination of these new industry influence strategies, including their role in co-creating public and policy discourse via social media to promote industry friendly regulation and pro-consumption environments during a time of rapid policy reform. The study will utilize new innovative digital media monitoring tools (i.e., Crowdtangle, MediaCloud, digital ethnography and network mapping of social media posts) along with established research methods used to examine industry influence from other addictive product sectors (i.e., document analysis, key informant interviews). A large-scale online cannabis use survey in New Zealand, with oversampling of M膩ori and Pasifika, will explore consumers鈥� engagement with industry messages and influence and track trends in cannabis vaping (including under the legal medicinal cannabis regime in Aotearoa ).