Pullman, Wash. – bright colors, fruit imagery and labels like “locally made” or “vegan” may seem harmless – but when used on edible cannabis products, they can send misleading messages to adolescents.
It is according to a new study led by the University of the State of Washington examining how adolescents perceive the packaging of infused cannabis products such as gummies, chocolates and sodas. Despite the regulations prohibiting the packaging that targets young people, many teenagers of the study have found these attractive products – often comparing them with daily snacks or natural foods.
Research, carried out in collaboration with public health – Seattle and King County, is part of a wider effort to reduce accidental cannabis exposure among adolescents. The results could help shape new rules aimed at limiting the call for minors.
“What surprised us is how often these products have been interpreted as healthy or natural,” said Jessica Willoughby, an associate professor at the Murrow College of Communication in WSU and co-author of the study, published in the WSU Journal of Health Communication. “When you combine this with vibrant packaging and familiar fruit flavors, it is easy to see how these items are starting to look like snacks – not something potentially harmful or illegal for adolescents.”
The researchers conducted virtual discussion groups and interviews with 28 Washington teenagers, aged 13 to 17, using real photos of store products to get a discussion. With parental authorization, the participants shared which packaging elements caught their attention and why.
The teenagers constantly indicate shiny and colorful designs and packaging that looked like healthy and particularly attractive snacks. Some have said they would display the packaging in their rooms or use it in publications on social networks. Others said that terms like “locally” and “vegan” made the products more aligned on their personal values - even if they knew that the articles contained cannabis.
“Our results suggest that adolescents are attracted not only to the appearance of these packages, but what the design represents,” said Stacey Hust, professor at the Murrow College of WSU and the main study of the study. “They considered these products as trendy, natural and ambitious qualities – which resonate with their identities and their beliefs.”
The study also showed that adolescents with greater familiarity with cannabis – either by personal use or family exposure – were more likely to notice warning labels and dosage information. Those who have less knowledge have often ignored health warnings or did not recognize cannabis symbols at all.
The results raise concerns for health educators and political decision -makers as edible cannabis products become more widespread. Researchers recommend that adolescent prospects in regulatory discussions and increase the literacy of cannabis through targeted education efforts.
“Teenagers tell us what’s talking to them-and sometimes that’s not what adults expect,” said Sarah Ross-Viles, director of cannabis prevention for young people with King County and study co-author. “If we are serious about making cannabis packaging less attractive to young people, we must use their ideas to guide more intelligent and more effective regulations.”
The WSU team recently worked with public health – Health managers of the county of Seattle and King and the Washington State Liquor & Cannabis Board to lead a follow up Quantitative study exploring how the elements of the packaging are correlated with the attraction and intention of adolescents perceived.
Although general changes such as plaster packaging can ultimately be difficult to implement, researchers say that practical updates – such as lighter warnings and brand limitation that imitates health food – could help reduce the attraction of young people.
“We are not calling for a marketing ban,” said Hust. “We are asking for thoughtful regulations that balance adult consumer rights that need to protect children.”
Ross -Viles agreed: “It is a question of ensuring that cannabis packaging serves its real objective – inform adult consumers – without confusion or attractive adolescents. And now, for the first time, we receive direct comments from Washington Youth to help make this possible. ”