Young adults were significantly less likely to correctly identify cannabis content on copycat packages | Research

The takeaway

In an experiment with 2,523 young adults, copycat cannabis edible packages that mimic popular food brands were associated with 65% lower odds of correctly identifying cannabis content, raising accidental ingestion risks.

Cannabis regulators, public health officials, and packaging policy researchers.

65% lower odds of correct identification

What the researchers found

Copycat cannabis packages were associated with 65% lower odds of correct identification of cannabis content compared to non-copycat branded packages. When participants did correctly identify cannabis content, they rated those packages as less appealing, suggesting that clearly identifiable cannabis packaging reduces product appeal.

Why it matters

Copycat cannabis edible packaging that mimics popular snack brands is common in states with legal recreational cannabis. Misidentification creates real risk of accidental ingestion, particularly concerning for children and young adults.

The numbers in context

N = 2,523 young adults aged 18-29. Copycat packages: OR = 0.35 for correct identification (65% lower odds). Correct identification was associated with lower appeal ratings (OR = 0.75).

How the study worked

Online experiment with a representative sample of 2,523 young adults aged 18-29. Participants completed timed trials identifying whether packages contained cannabis. Regression analysis tested associations between package type, identification accuracy, and appeal ratings.

What this study cannot tell us

Online experiment may not perfectly replicate real-world purchasing conditions. Only young adults (18-29) were tested; children may be even more susceptible. Did not assess actual ingestion outcomes.

How to read the evidence

Well-designed randomized experiment with adequate sample size and representative sampling, though limited to online setting.

When this study was published

2025 publication

The bigger picture

This study provides experimental evidence supporting regulations that ban copycat packaging. The inverse relationship between identifiability and appeal underscores the tension between public safety and marketing in the cannabis industry.

Questions still open

How effective are existing regulations at preventing copycat packaging in legal markets? Would standardized packaging requirements (similar to tobacco) reduce misidentification further?

Common questions

What are copycat cannabis packages?

These are cannabis edible packages that mimic the branding and visual design of popular food products (like well-known candy or snack brands), making it difficult to distinguish them from regular food items.

Did recognizing cannabis content affect how appealing the package was?

Yes. When participants correctly identified a package as containing cannabis, they rated it as less appealing. This suggests that clearly identifiable cannabis packaging serves a dual purpose: reducing misidentification and lowering product appeal.

Read the original research

Correct Recognition and Appeal Ratings of Copycat Cannabis Edible Packaging: Evidence from an Online Experiment.

Cannabis and cannabinoid research, 10(3), 420-424

View on PubMed ↗Publisher’s paper ↗

Citation

Cooper, Michael; Shi, Yuyan. (2025). Correct Recognition and Appeal Ratings of Copycat Cannabis Edible Packaging: Evidence from an Online Experiment.. Cannabis and cannabinoid research, 10(3), 420-424. https://doi.org/10.1089/can.2025.0017