Cannabis edibles packaging often contains youth-appealing content like candy knockoffs and cartoon characters | Research

The takeaway

An analysis of 256 cannabis edibles packages found 15% resembled candy knockoffs, 23% featured cartoon-like creatures, and 91% included flavor text, with less-regulated states having the most youth-appealing content.

Parents, cannabis regulators, public health officials, and cannabis companies seeking responsible packaging practices.

38% of packages in least-regulated states resembled candy knockoffs

What the researchers found

15% of packages resembled product knockoffs (e.g., candy brands), 23% contained human/non-human creatures, 35% had flavor images, and 91% had flavor text. States with limited cannabis legalization had significantly more youth-appealing content than states with full legalization.

Why it matters

Cannabis edibles are a leading cause of pediatric cannabis exposures. Packaging that looks like candy directly increases the risk that children will mistake these products for food.

The numbers in context

256 packages from 25 states. Product knockoffs: 11% (legal states), 26% (medical only), 38% (limited legalization). Creatures: 19%, 33%, 63% respectively. Flavor text: 91% overall. Median colors: 5 (legal/medical) vs 10 (limited legalization). All comparisons significant.

How the study worked

Analysis of 256 photos of cannabis edibles packaging collected from adults in 25 states, DC, and Puerto Rico between May 2020 and August 2021. Coded for knockoffs, creatures, flavor imagery, flavor text, and color count. Compared across legalization status.

What this study cannot tell us

Convenience sample of photos from adult consumers, not a systematic market survey. Photos were self-submitted and may not represent the full market. Coding was based on visual characteristics, not consumer research with youth.

How to read the evidence

Moderate: multi-state sample with systematic coding, but convenience sampling and no direct youth perception data.

When this study was published

Published in 2022.

The bigger picture

The finding that less-regulated markets have more youth-appealing packaging suggests that regulation works. States with comprehensive cannabis laws appear better able to restrict harmful marketing practices.

Questions still open

Do children actually find these packages more appealing? Would federal packaging standards reduce pediatric exposures? Are companies intentionally mimicking candy brands, or is it coincidental?

Common questions

What types of youth-appealing content were most common?

Flavor text was nearly universal (91%). About a third had flavor images, a quarter had cartoon-like creatures, and 15% resembled knockoffs of existing candy or food brands.

Did regulation make a difference?

Yes. States with full cannabis legalization (medical and recreational) had significantly less youth-appealing content than states with only medical or limited legalization, suggesting regulatory frameworks help.

Why is edibles packaging a safety concern?

Cannabis edibles that look like candy or snacks can be mistaken by children for regular food, leading to accidental ingestion. Pediatric cannabis exposures from edibles have risen sharply in recent years.

Read the original research

Presence of Content Appealing to Youth on Cannabis-Infused Edibles Packaging.

Substance use & misuse, 57(8), 1215-1219

View on PubMed ↗Publisher’s paper ↗

Citation

Tan, Andy S L; Weinreich, Erica; Padon, Alisa; Sanchez, Mirtala; Snyder, Kyle M; Vasilyeva, Anna; Sandh, Simon; Goldmann, Emily; Goodman, Melody; Ompad, Danielle C. (2022). Presence of Content Appealing to Youth on Cannabis-Infused Edibles Packaging.. Substance use & misuse, 57(8), 1215-1219. https://doi.org/10.1080/10826084.2022.2069268