In an experiment with 523 at-risk young adults, cannabis warning labels with pictures improved recall accuracy and perceived effectiveness compared to current text-only California labels.
Public health officials designing cannabis labels, regulators, and prevention researchers.
Pictorial labels improved recall 97% more than text-only enhancements
What the researchers found
Pictorially enhanced cannabis warning labels significantly improved recall accuracy (b = 0.59, p < 0.001) and perceived message effectiveness (b = 0.31, p = 0.008) compared to current California labels. Text-only enhanced labels also improved recall (b = 0.30, p = 0.011) but did not improve perceived effectiveness. The effectiveness of pictorial labels was mediated by negative emotions rather than information recall.
Why it matters
Current cannabis warning labels may be ineffective at communicating health risks. This study provides evidence that relatively simple design changes, particularly adding pictures, could significantly improve public health messaging.
The numbers in context
523 at-risk young adults ages 18-26. Pictorial labels: recall b = 0.59, effectiveness b = 0.31. Text-only enhanced: recall b = 0.30, effectiveness NS. Pictorial outperformed text-only for recall (b = 0.28, p = 0.019).
How the study worked
Online national experiment with 523 young adults (18-26) at risk for cannabis use, randomly assigned to view current California cannabis warning labels or enhanced versions with varying textual and pictorial components. Linear regression compared outcomes.
What this study cannot tell us
Online experiment may not reflect real-world label viewing. Single exposure; cumulative effects unknown. At-risk young adults may not represent all cannabis consumers. California labels used as the comparison; other states may differ.
How to read the evidence
Randomized experiment with appropriate controls and large sample, though online setting limits ecological validity.
When this study was published
Published in 2022, experiment conducted October 2020.
The bigger picture
Tobacco warning labels with graphic images have been highly effective. This study suggests a similar approach could work for cannabis, especially as the industry expands and harm perception continues to decline among young people.
Questions still open
- Would pictorial cannabis warnings reduce actual cannabis use, as tobacco warnings reduced smoking? Would the cannabis industry resist mandatory pictorial labels as the tobacco industry did?
Common questions
Do cannabis warning labels work?
Should cannabis labels have pictures like cigarette packages?
Read the original research
Textual and pictorial enhancement of cannabis warning labels: An Online experiment among at-risk U.S. young adults.
Drug and alcohol dependence, 237, 109520
Citation
Kim, Sang Jung; Minich, Matt; Tveleneva, Arina; Liu, Jiaying; Padon, Alisa A; Silver, Lynn D; Yang, Sijia. (2022). Textual and pictorial enhancement of cannabis warning labels: An Online experiment among at-risk U.S. young adults.. Drug and alcohol dependence, 237, 109520. https://doi.org/10.1016/j.drugalcdep.2022.109520
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