Plain packaging and health warnings make cannabis products less appealing, especially edible gummies to youth | Research

The takeaway

In an experiment with over 27,000 participants, plain packaging reduced cannabis product appeal, health warnings made products less attractive, and edible gummies were perceived as significantly more youth-oriented than joints or oils.

Policymakers, public health advocates, and anyone interested in how cannabis packaging regulation affects appeal, especially to young people.

27,000+ people: plain packaging and health warnings significantly reduced cannabis product appeal

What the researchers found

Full branding was more appealing and more youth-oriented than plain packaging (p<0.001). Health warnings reduced appeal (p<0.001). Edible gummies were more appealing and more youth-oriented than pre-rolled joints or cannabis oil (p<0.001). Gummies were rated significantly more appealing by 16-35 year olds than older adults.

Why it matters

Canada implemented plain packaging and health warnings for cannabis upon legalization. This provides the first large-scale experimental evidence that these tobacco-style regulations work for cannabis too, especially for reducing youth appeal.

The numbers in context

27,045 participants across US and Canada. Full branding > brand logo > plain packaging in appeal (p<0.001). Health warnings reduced appeal (p<0.001). Edible gummies most appealing and most youth-oriented (p<0.001). 16-18 and 19-35 year olds rated gummies more appealing than older adults (p<0.02).

How the study worked

Randomized experimental task within the International Cannabis Policy Study. 27,045 participants (Canada n=9,987, legal US states n=7,376, illegal US states n=9,682) aged 16-65 were randomly assigned to view one of 18 cannabis product images in a 3x2x3 factorial design (branding x warnings x product type).

What this study cannot tell us

Online experimental setting may not fully predict real-world purchasing behavior. Participants viewed images, not physical products. Short-term appeal measurement may not predict long-term consumer behavior. US states with legal cannabis may have different cultural attitudes.

How to read the evidence

Strong: large randomized experimental design across three jurisdictions with factorial design.

When this study was published

Published in 2019.

The bigger picture

As more jurisdictions legalize cannabis, packaging regulation decisions will have long-term consequences. This evidence supports Canada's approach of plain packaging and health warnings, and raises particular concerns about edible products in states that allow branded, candy-like packaging.

Questions still open

Would plain packaging reduce actual cannabis sales or just shift to other purchase channels? Should edible gummies specifically face stricter packaging rules than other cannabis products? Do health warnings lose effectiveness over time as with tobacco?

Common questions

Do plain packaging rules work for cannabis?

This experiment found plain packaging significantly reduced the appeal of cannabis products compared to fully branded or logo-only packages. Health warning labels further reduced appeal. These effects parallel findings from tobacco research.

Why are edible gummies a concern for youth?

Gummies were rated as significantly more appealing and more likely to be youth-oriented than joints or cannabis oil. Young people aged 16-35 found gummies particularly appealing compared to older adults, raising concerns about candy-like cannabis products.

Read the original research

The impact of plain packaging and health warnings on consumer appeal of cannabis products.

Drug and alcohol dependence, 205, 107633

View on PubMed ↗Publisher’s paper ↗

Citation

Goodman, Samantha; Leos-Toro, Cesar; Hammond, David. (2019). The impact of plain packaging and health warnings on consumer appeal of cannabis products.. Drug and alcohol dependence, 205, 107633. https://doi.org/10.1016/j.drugalcdep.2019.107633