Unlike tobacco and alcohol, cannabis products are often packaged as colorful gummies, chocolates, candies, and snacks that look very similar to products found in grocery store aisles.
A new study from Washington State University suggests that some of these products may attract the attention of underage consumers. More than 80% of the 454 teens and young adults surveyed said that some cannabis gummy and candy products appeal to people under the age of 21, even if they comply with Washington state cannabis packaging regulations. Although cannabis products are sold only in licensed stores that minors cannot legally enter, young people may still come across the packaging through family, friends, social media, or other sources.
Published in International Pharmaceutical Policy Journalthis study builds on previous WSU research showing that adolescents view many cannabis edibles favorably because they resemble familiar snacks and health foods. Now, researchers, with funding from the Seattle-King County Department of Public Health and the Washington State Liquor and Cannabis Commission, determined which designs of state-approved genuine cannabis products young people believe will attract underage consumers. The findings could inform future discussions about cannabis packaging regulations and youth prevention efforts, as regulators seek to balance legal access for adults with efforts to reduce appeal to youth.
Our previous research showed that teens were attracted to many of these products, but we didn’t know exactly what they were responding to. This research allowed us to pinpoint specific packaging features that stood out across a variety of products. ”
Stacey J.T. Hast, WSU Edward R. Murrow College of Communication Professor and lead author of the study
Researchers surveyed 149 teens ages 13 to 17 and 305 young adults ages 18 to 20 in Washington state. Participants viewed photos of five cannabis edible products currently legally sold in Washington state, including gummies, candies, chocolates, pretzels, and cannabis-infused sodas. If we thought a product would appeal to minors, we used a technique known as hotspot analysis to click on specific parts of the packaging that we thought would be most appealing.
Across products, participants frequently selected colorful logos, brand names, bold typography, and images that resembled familiar foods and snacks. Warning labels, ingredient lists, and nutrition facts received less attention.
One of the study’s most notable findings concerned branding. Participants often emphasized logos and symbols that resonated with young people while adhering to existing regulations. For example, many respondents noted that the turtle logo on the packaging of certain cannabis chocolates was an attention-grabbing feature, even though it met state packaging requirements.
“I think this really speaks to the role that branding can play,” said Jessica Fitz Willoughby, a professor at Murrow College and co-author of the study. “Teens don’t necessarily differentiate between package design elements and parts of a company’s brand identity. They see logos, colors, and icons as features that can appeal to an underage audience.”
The findings raise questions about whether current regulations fully capture how young people perceive cannabis products. Washington state already bans caricatures and bubble lettering on cannabis packaging, but participants frequently noted that colorful logos, playful fonts, and other branding elements were appealing despite adhering to existing rules.
This problem is not unique to cannabis. Hast noted that tobacco companies faced similar scrutiny decades ago, ultimately leading to the removal of animated mascots such as Joe Camel because critics argued they appealed to children. Cannabis regulations already prohibit cartoons, but the new findings suggest that young people may still respond to branding elements outside the regulations.
“What we found is that participants were interpreting some of these design features differently than the regulations anticipated,” Hast said. “If the goal is to make a product less appealing to minors, it is important to understand how they actually perceive what is on the packaging.”
Researchers say youth perspectives should play a bigger role in the debate over cannabis packaging regulations.
“Washington state regulations have language that says products must not be particularly attractive to young people,” Willoughby said. “To understand what that means, we need to continue to talk to teens and young adults about how they view and interpret these products.”
sauce:
washington state university
Reference magazines:
Hust, S.J.T. others. (2026). More than just a label: Teens’ perceptions of which elements of cannabis product packaging appeal to minors. International Journal of Drug Policy. DOI: 10.1016/j.drugpo.2026.105355. https://www.sciencedirect.com/science/article/pii/S0955395926002070#sec0014a
