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.
Cannabis regulators, public health officials, and researchers studying packaging effects on health behavior.
47% increase in warning recall with plain packaging
What the researchers 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.
Why it 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 numbers in context
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 the study worked
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.
What this study cannot 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.
How to read the evidence
Large sample, robust factorial design across 23+ jurisdictions with both users and non-users, though limited to online experimental setting.
When this study was published
2025 publication with 2023 data
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.
Questions still open
- 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?
Common questions
How much did plain packaging improve warning recall?
Did health claims on packaging affect appeal?
Read the original research
Packaging of Cannabis Edibles, Health Warning Recall, and Perceptions Among Young Adults.
JAMA network open, 8(4), e253117
Citation
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