Unlike cigarettes or alcohol, cannabis products are often sold as gummies, chocolates, candies and other snack-like items that can closely resemble products found in grocery stores. A new study from Washington State University suggests that some of these products may continue to attract the attention of underage consumers despite complying with existing cannabis packaging regulations. Although cannabis products are sold only through licensed retailers where minors are prohibited, young people may still encounter product packaging through family members, friends, social media and other channels.

Published in the International Journal of Drug Policy, the study examined how adolescents and young adults perceive the packaging of legally approved cannabis edibles in Washington state. Researchers surveyed 454 participants, including 149 teens aged 13 to 17 and 305 young adults aged 18 to 20. More than 80% of respondents reported that at least some of the cannabis gummy and candy products shown to them would likely appeal to individuals under the age of 21. Seattle & King County Public Health and the Washington State Liquor and Cannabis Board supported the project.

The research builds on earlier findings showing that adolescents often view cannabis edibles favourably because they resemble familiar snacks and health foods. In this study, participants were shown images of five cannabis edible products currently available for legal sale, including gummies, candy, chocolate, pretzels and a cannabis-infused soda. Those who believed a product would appeal to underage consumers used a hotspot analysis tool to identify the specific package features they found most attractive.

Across all product categories, participants consistently highlighted colourful logos, brand names, bold typography and images that resembled familiar foods and snacks. By contrast, warning labels, ingredient information and nutritional details received far less attention. One notable finding involved branding elements that complied with state regulations but attracted young viewers. For example, many respondents identified a turtle logo on a cannabis chocolate package as one of the most attention-grabbing features despite the logo meeting all regulatory requirements.

According to lead author Stacey J.T. Hust, professor in Washington State University’s Edward R. Murrow College of Communication, the study helped identify the specific design features that resonate with young people. Co-author Jessica Fitts Willoughby noted that adolescents may not distinguish between package design and brand identity, often viewing logos, colours and symbols as appealing product features. The findings suggest that young consumers may interpret branding elements differently than regulators anticipate when crafting packaging rules.

The researchers say the results raise important questions about whether current regulations fully address how young people perceive cannabis products. Washington already prohibits packaging that uses cartoons or bubble lettering, yet participants still identified colourful logos, playful fonts and other branding features as appealing. Hust noted that similar concerns emerged decades ago in the tobacco industry, where cartoon mascots were eventually removed because of their appeal to children. The researchers argue that adolescent perspectives should play a greater role in future discussions about cannabis packaging regulations, helping policymakers better understand which design features may continue to attract underage audiences while balancing legal access for adults.

More information: Stacey J.T. Hust et al, Not just a label: Teens’ perceptions of what elements of cannabis product packaging appeal to underage individuals, International Journal of Drug Policy. DOI: 10.1016/j.drugpo.2026.105355

Journal information: International Journal of Drug Policy Provided by Washington State University