Cannabis Consumers Prefer Simple THC Dose Labels Over Percentages | Research

The takeaway

A survey of 575 U.S. cannabis users found most wanted THC content on labels, with 'Standard THC Units' (e.g., 5mg per serving) preferred over percentage-based labeling — regardless of state legalization status.

Cannabis consumers, regulators, dispensary operators, and public health professionals interested in product labeling reform.

What the researchers found

Most respondents considered it important for cannabis products to include THC information. When comparing Standard THC Units, THC concentration (%), or both, Standard THC Units were significantly preferred (p<.001). Preferences did not differ by state cannabis policy, sex, or frequency of use.

Why it matters

THC labeling on cannabis products is inconsistent across states, limiting consumers' ability to make informed choices. Finding that consumers prefer simple dose-based units over percentages supports standardized labeling that could reduce overconsumption and adverse events.

The numbers in context

575 participants from various U.S. states. Past 12-month cannabis users. Standard THC Units preferred over concentration (p<.001). No significant preference differences by state policy, sex, or use frequency. Example unit: 5mg THC per serving.

How the study worked

Online survey of 575 adult cannabis users (past 12 months) recruited via Amazon Mechanical Turk from various U.S. states. Assessed cannabis use patterns, attitudes, and preferences for THC labeling metrics (standard units, concentration, total content). Descriptive and multinomial logistic regression analyses.

What this study cannot tell us

Amazon Mechanical Turk sample not representative. Existing cannabis users may have different preferences than new users. Hypothetical preferences may not translate to real-world behavior. Did not include THC milligrams as a standalone option.

How to read the evidence

Exploratory convenience sample providing initial consumer preference data — needs replication in representative samples.

When this study was published

Published in 2026, addressing a timely regulatory question as more states establish cannabis labeling requirements.

The bigger picture

This parallels the success of standard drink measures for alcohol. A universal 'standard THC unit' could help consumers dose consistently across products, potentially reducing emergency department visits from edible overconsumption and supporting harm reduction.

Questions still open

Would standard THC units actually change consumption behavior? What should the standard unit be (5mg? 10mg)? Could this reduce cannabis-related ER visits from edible overconsumption?

Common questions

How should THC be labeled on cannabis products?

This study found consumers prefer 'Standard THC Units' (like 5mg per serving) over THC percentage or total content. This is similar to how alcohol uses 'standard drinks' and could help consumers dose more accurately.

Why does THC labeling matter?

Inconsistent labeling makes it hard for consumers to predict effects, especially with edibles where overconsumption is common. A universal standard could help people make safer choices regardless of which state or dispensary they buy from.

Read the original research

Exploring THC labelling preferences to communicate the strength of cannabis products: Insights from U.S. consumers.

The International journal on drug policy, 147, 105076

View on PubMed ↗Publisher’s paper ↗

Citation

Dawson, Danielle; Hall, Wayne; Goodwin, Isabella; Carlini, Beatriz H; Lubman, Dan I; Hammond, David; Freeman, Tom P; Lorenzetti, Valentina. (2026). Exploring THC labelling preferences to communicate the strength of cannabis products: Insights from U.S. consumers.. The International journal on drug policy, 147, 105076. https://doi.org/10.1016/j.drugpo.2025.105076