A new study from Washington State University suggests that some cannabis products, despite complying with state packaging regulations, may attract the attention of underage consumers. Published in the International Journal of Drug Policy and announced on June 16, the research surveyed 454 teens and young adults about their perceptions of various cannabis edible products available for legal sale in Washington.
The study found that more than 80% of participants said certain cannabis gummies and candy products would appeal to people under 21. While these products are only sold in licensed stores that minors cannot legally enter, young people may still encounter them through family members, friends, social media or other sources.
Researchers surveyed 149 teens aged 13–17 and 305 young adults aged 18–20. Participants viewed photos of five different cannabis edibles—including gummies, candy, chocolate, pretzels and a cannabis-infused soda—and used hotspot analysis to identify appealing elements on the packaging. The results showed that colorful logos, brand names, bold typography and images resembling familiar foods were frequently selected as attractive features by participants. Warning labels and nutritional information drew less attention.
Jessica Fitts Willoughby, a professor at the Murrow College and co-author of the study, said, "I think it really speaks to the role branding can play. Teens aren't necessarily making distinctions between what's a package design element and what's part of a company's brand identity. They see logos, colors and icons as features that could appeal to underage audiences."
The findings raise questions about whether current regulations fully address how youth perceive these products. Although Washington prohibits cartoons and bubble lettering on packaging for cannabis products, participants still identified colorful logos and playful fonts as appealing even when they complied with existing rules.
Willoughby added, "We have language in Washington's regulations that products should not be especially appealing to youth. To understand what that means, we need to continue talking with teens and young adults about what they see and how they're interpreting these products."
