Brand imagery on cannabis packaging increased appeal among young people | Research

The takeaway

An experimental survey of 870 young Canadians found that branded cannabis packaging was rated more appealing than plain packaging, while health warnings reduced appeal.

Policy makers, public health advocates, and anyone interested in how cannabis marketing regulations affect youth perceptions.

Brand imagery significantly increased appeal (P = 0.027) among 16-30 year olds

What the researchers found

Presence of brand imagery on cannabis packaging significantly increased appeal ratings among 16-30 year olds, while health warning labels significantly decreased appeal. Celebrity sponsors, music references, and party references all increased perceptions that the product targeted younger consumers.

Why it matters

As cannabis legalization expands, packaging regulations matter. This study provides evidence that marketing restrictions and plain packaging requirements could reduce the appeal of cannabis products to young people, similar to what has been observed with tobacco.

The numbers in context

870 participants aged 16-30; brand presence increased appeal (P = 0.027); health warnings decreased appeal (P = 0.010); celebrity/music/party references all P < 0.001 for targeting younger consumers

How the study worked

Researchers conducted an online experimental survey of 870 Canadian cannabis users and non-users aged 16-30, with eight between-group experiments comparing different packaging designs, brand imagery, and health warning labels.

What this study cannot tell us

Online experimental design may not fully capture real-world purchasing decisions. Data collected in 2017, before Canadian legalization. Self-reported perceptions may differ from actual behavior.

How to read the evidence

Well-designed experimental survey with a solid sample size, though online setting and pre-legalization timing introduce some limitations.

When this study was published

Published in 2021 using data from October 2017.

The bigger picture

These findings parallel decades of tobacco marketing research and suggest that cannabis packaging regulations could meaningfully influence how young people perceive these products.

Questions still open

Have post-legalization plain packaging requirements in Canada actually reduced youth appeal? Do these effects persist over time as consumers become accustomed to plain packaging? How do online and social media marketing circumvent packaging restrictions?

Common questions

Did health warnings actually work?

Yes. When health warning labels were present on cannabis packaging, respondents rated the products as significantly less appealing.

Did it matter if someone already used cannabis?

Yes. People who had used cannabis were more likely to find branding elements appealing than non-users.

Read the original research

The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults.

Drug and alcohol review, 40(4), 637-646

View on PubMed ↗Publisher’s paper ↗

Citation

Leos-Toro, Cesar; Fong, Geoffrey T; Hammond, David. (2021). The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults.. Drug and alcohol review, 40(4), 637-646. https://doi.org/10.1111/dar.13240