Plain cannabis packaging improved health warning recall and reduced product appeal among young adults
In an experiment with 4,500 young adults, plain cannabis packaging increased warning recall by 47%, decreased appeal, and increased perceived harm compared to branded packaging, while health claims on packages boosted appeal.
Quick Facts
What This Study Found
Plain packaging increased correct warning recall (52.9%, OR 1.47), decreased appeal ratings (OR 0.70), and increased perceived harm (OR 1.48) compared to branded packaging. Youth-appealing packaging increased appeal, especially among 18-20 year olds. Pain relief and sleep aid claims increased appeal, particularly among past-year non-users.
Key Numbers
N = 4,500 (3,000 cannabis users, 1,500 non-users). Plain packaging: 52.9% correct warning recall (OR 1.47), decreased appeal (OR 0.70), increased perceived harm (OR 1.48). Youth-appealing packaging increased appeal (OR 1.40), especially for ages 18-20. Health claims increased appeal (pain relief OR 1.31, sleep aid OR 1.36).
How They Did This
Cross-sectional randomized online experiment with 4,500 young adults (18-29) across 23 legalized states plus DC. Full-factorial design: 3 packaging styles x 3 health claims x 7 warning themes. Outcomes: warning recall, appeal, perceived harm, adult-oriented appearance, target age.
Why This Research Matters
Cannabis packaging regulations vary widely across legalized states. This study provides evidence that specific packaging features, particularly plain packaging and the absence of health claims, meaningfully affect how young adults perceive cannabis products and process safety warnings.
The Bigger Picture
These findings parallel decades of tobacco packaging research showing plain packaging reduces appeal and improves warning processing. As cannabis markets mature, evidence-based packaging regulations could become as important for cannabis as they have been for tobacco.
What This Study Doesn't Tell Us
Online experiment with hypothetical purchasing. Measured perceptions and recall, not actual behavior. Short-term exposure may not reflect cumulative effects of real-world packaging encounters.
Questions This Raises
- ?Would implementing plain packaging at the state level measurably reduce youth cannabis initiation?
- ?How should health claims on cannabis products be regulated given their impact on appeal?
Trust & Context
- Key Stat:
- 47% increase in warning recall with plain packaging
- Evidence Grade:
- Large sample, robust factorial design across 23+ jurisdictions with both users and non-users, though limited to online experimental setting.
- Study Age:
- 2025 publication with 2023 data
- Original Title:
- Packaging of Cannabis Edibles, Health Warning Recall, and Perceptions Among Young Adults.
- Published In:
- JAMA network open, 8(4), e253117 (2025)
- Authors:
- Cooper, Michael(5), Shi, Yuyan(18)
- Database ID:
- RTHC-06252
Evidence Hierarchy
Participants are randomly assigned to treatment or placebo groups to test cause and effect.
What do these levels mean? →Frequently Asked Questions
How much did plain packaging improve warning recall?
Plain packaging was associated with a 47% increase in the odds of correctly recalling health warnings compared to normal branded packaging, along with decreased appeal and increased perceived harm.
Did health claims on packaging affect appeal?
Yes. Both pain relief and sleep aid claims significantly increased appeal ratings, with the effect being particularly strong among past-year non-users, suggesting health claims could attract new users.
Read More on RethinkTHC
Cite This Study
https://rethinkthc.com/research/RTHC-06252APA
Cooper, Michael; Shi, Yuyan. (2025). Packaging of Cannabis Edibles, Health Warning Recall, and Perceptions Among Young Adults.. JAMA network open, 8(4), e253117. https://doi.org/10.1001/jamanetworkopen.2025.3117
MLA
Cooper, Michael, et al. "Packaging of Cannabis Edibles, Health Warning Recall, and Perceptions Among Young Adults.." JAMA network open, 2025. https://doi.org/10.1001/jamanetworkopen.2025.3117
RethinkTHC
RethinkTHC Research Database. "Packaging of Cannabis Edibles, Health Warning Recall, and Pe..." RTHC-06252. Retrieved from https://rethinkthc.com/research/cooper-2025-packaging-of-cannabis-edibles
Access the Original Study
Study data sourced from PubMed, a service of the U.S. National Library of Medicine, National Institutes of Health.
This study breakdown was produced by the RethinkTHC research team. We analyze and report published research findings without making health recommendations. All interpretations are based solely on the published abstract and study data.