Washington state teens found cannabis edible packaging appealing due to bright colors, product images, and lifestyle branding, but teens with greater cannabis knowledge were more skeptical.
Cannabis regulators, public health advocates, and prevention educators.
Teens with greater cannabis knowledge were more skeptical of edible packaging appeals
What the researchers found
Among 28 Washington teens (ages 13-17), many perceived cannabis edible packages as appealing because of aesthetics (bright colors, pictures) and lifestyle branding. Teens with greater cannabis knowledge and product literacy were more skeptical of packaging claims. Findings suggest current regulations may not fully prevent youth appeal.
Why it matters
Cannabis packaging regulations are intended to prevent youth appeal, but this study suggests they may not be fully effective. Understanding which packaging elements attract teens can inform more effective regulations.
The numbers in context
28 teens aged 13-17 in Washington state. Two main themes: packaging aesthetics and lifestyle appeal attracted teens; cannabis knowledge and product literacy increased skepticism.
How the study worked
Small group online focus groups and in-depth interviews with 28 Washington state teens aged 13-17 about their perceptions of cannabis edible product packages (gummies, pretzels). Data analyzed using thematic analysis.
What this study cannot tell us
Small sample (n=28) from one state. Online format may affect discussion dynamics. Perceptions of packaging may not predict actual use behavior. Washington-specific regulations may not generalize to other states.
How to read the evidence
Small qualitative study from a single state provides useful perspective but cannot establish generalizability or predict behavior.
When this study was published
2025 publication.
The bigger picture
Similar concerns have been raised about tobacco and alcohol packaging. The finding that cannabis product literacy serves as a protective factor suggests education-based prevention strategies could complement packaging regulations.
Questions still open
- Would plain packaging requirements (similar to tobacco) reduce youth appeal of cannabis products?
- Can cannabis product literacy programs be integrated into existing drug education curricula?
Read the original research
Washington State Teens' Perceptions of Cannabis-Infused Product Packaging: A Qualitative Study.
Journal of health communication, 30(7-9), 238-246
Citation
Hust, Stacey J T; Willoughby, J F; Couto, L; Kang, S; Nickerson, C; Price, R; Johnson, O; Ross-Viles, S. (2025). Washington State Teens' Perceptions of Cannabis-Infused Product Packaging: A Qualitative Study.. Journal of health communication, 30(7-9), 238-246. https://doi.org/10.1080/10810730.2025.2514835
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