Plain packaging and health warnings make cannabis products less appealing, especially edible gummies to youth
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.
Quick Facts
What This Study 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.
Key Numbers
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 They Did This
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).
Why This Research 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 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.
What This Study Doesn't 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.
Questions This Raises
- ?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?
Trust & Context
- Key Stat:
- 27,000+ people: plain packaging and health warnings significantly reduced cannabis product appeal
- Evidence Grade:
- Strong: large randomized experimental design across three jurisdictions with factorial design.
- Study Age:
- Published in 2019.
- Original Title:
- The impact of plain packaging and health warnings on consumer appeal of cannabis products.
- Published In:
- Drug and alcohol dependence, 205, 107633 (2019)
- Authors:
- Goodman, Samantha(6), Leos-Toro, Cesar(3), Hammond, David(36)
- Database ID:
- RTHC-02050
Evidence Hierarchy
Participants are randomly assigned to treatment or placebo groups to test cause and effect.
What do these levels mean? →Frequently Asked 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.
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Cite This Study
https://rethinkthc.com/research/RTHC-02050APA
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
MLA
Goodman, Samantha, et al. "The impact of plain packaging and health warnings on consumer appeal of cannabis products.." Drug and alcohol dependence, 2019. https://doi.org/10.1016/j.drugalcdep.2019.107633
RethinkTHC
RethinkTHC Research Database. "The impact of plain packaging and health warnings on consume..." RTHC-02050. Retrieved from https://rethinkthc.com/research/goodman-2019-the-impact-of-plain
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.