Brand imagery on cannabis packaging increased appeal among young people
An experimental survey of 870 young Canadians found that branded cannabis packaging was rated more appealing than plain packaging, while health warnings reduced appeal.
Quick Facts
What This Study 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.
Key Numbers
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 They Did This
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.
Why This Research 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 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.
What This Study Doesn't 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.
Questions This Raises
- ?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?
Trust & Context
- Key Stat:
- Brand imagery significantly increased appeal (P = 0.027) among 16-30 year olds
- Evidence Grade:
- Well-designed experimental survey with a solid sample size, though online setting and pre-legalization timing introduce some limitations.
- Study Age:
- Published in 2021 using data from October 2017.
- Original Title:
- The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults.
- Published In:
- Drug and alcohol review, 40(4), 637-646 (2021)
- Authors:
- Leos-Toro, Cesar(3), Fong, Geoffrey T(2), Hammond, David(36)
- Database ID:
- RTHC-03287
Evidence Hierarchy
A snapshot of a population at one point in time.
What do these levels mean? →Frequently Asked 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.
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Cite This Study
https://rethinkthc.com/research/RTHC-03287APA
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
MLA
Leos-Toro, Cesar, et al. "The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults.." Drug and alcohol review, 2021. https://doi.org/10.1111/dar.13240
RethinkTHC
RethinkTHC Research Database. "The efficacy of health warnings and package branding on perc..." RTHC-03287. Retrieved from https://rethinkthc.com/research/leos-toro-2021-the-efficacy-of-health
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.