"What surprised us was how often these products were interpreted as healthy or natural," said co-author of the study, Jessica Willoughby, associate professor in Washington State University's Murrow College of Communication, in a press release.
"When you combine that with vibrant packaging and familiar fruit flavors, it's easy to see how these items start to look like snacks—not something potentially harmful or illegal for teens," she added.
In the current study, researchers conducted small online focus groups and in-depth interviews with 28 teens aged 13 to 17 years old in Washington. The teens shared their perceptions of various cannabis edible product packages, including gummies and pretzels.
Thematic analysis revealed that the teens consistently found bright, colorful designs and packaging appealing. Some noted that terms like 'locally made' and 'vegan' made the products seem more in line with their values, even if they knew the products contained cannabis.
The study further showed that teens who were more familiar with cannabis, whether through personal use or family exposure, were more likely to notice warning labels and dosing information. Those less knowledgeable often overlooked health warnings and didn't recognize cannabis symbols.
"Our findings have implications for health educators and policymakers. Efforts to include teen perspectives in the regulatory process could be beneficial, and prevention specialists may want to focus efforts on improving teens' cannabis knowledge and product literacy to empower them to be more critical of cannabis product packaging," wrote the researchers in their study.
Although the researchers acknowledged that changes such as plain packaging may be difficult to put into practice, they noted that updates like clearer warnings and limiting branding that resembles health food could help reduce the attractiveness of these products.
Sources: Journal of Health Communication, EurekAlert
