A new study led by Washington State University finds that colorful and “healthy” branding on cannabis edibles can make these products enticing to teens, often confusing them with everyday snacks or health foods.
Bright colors, fruit imagery and labels such as “locally made” or “vegan” might appear harmless, but when applied to cannabis edibles, they can send misleading signals to adolescents. This is the conclusion of a new study led by Washington State University (WSU), highlighting how teens perceive the packaging of cannabis-infused products like gummies, chocolates and sodas.
Despite regulations designed to prevent marketing that targets young people, the study revealed that many teens found the packaging of these products appealing and often likened them to regular snacks or health foods.
The research, published in the Journal of Health Communication, aims to reduce accidental cannabis exposure among teens and could inform new policies to limit the appeal to underage individuals.
“What surprised us was how often these products were interpreted as healthy or natural,” co-author Jessica Willoughby, an associate professor at WSU’s Murrow College of Communication, said in a news 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.”
The study, conducted in collaboration with Public Health – Seattle & King County, utilized virtual focus groups and interviews with 28 Washington teens, aged 13 to 17, displaying real product photos from stores to spark discussion. With parental consent, participants shared which packaging features drew their attention and why.
Bright, colorful designs and packaging resembling healthy snacks were consistently highlighted as particularly appealing. Some teens mentioned they would display the packaging in their rooms or feature it in social media posts.
Additionally, terms like “locally made” and “vegan” made the products feel more aligned with their personal values — even when they were aware that the items contained cannabis.
“Our findings suggest that teens are drawn not just to the look of these packages, but to what the design represents,” added lead author Stacey Hust, a professor at WSU’s Murrow College. “They saw these products as trendy, natural and aspirational — qualities that resonate with their identities and beliefs.”
The study also found that teens familiar with cannabis, whether through personal use or family exposure, were more likely to notice warning labels and dosage information. Those with less knowledge often missed health warnings or failed to recognize cannabis symbols altogether.
These results are concerning for health educators and policymakers as cannabis edibles become more widespread. The research team recommends incorporating teen perspectives into regulatory discussions and increasing cannabis literacy through targeted education efforts.
“Teens are telling us what speaks to them — and sometimes it’s not what adults expect,” added co-author Sarah Ross-Viles, a youth cannabis prevention manager with King County. “If we’re serious about making cannabis packaging less appealing to youth, we need to use their insights to guide smarter, more effective regulations.”
Moving forward, WSU researchers, along with Public Health – Seattle & King County and the Washington State Liquor & Cannabis Board, are conducting a follow-up quantitative study exploring how packaging elements correlate with perceived teen appeal and the intent to use.
Recognizing the potential difficulty of implementing extensive changes like plain packaging, the researchers recommend focusing on practical steps, like making warnings clearer and curbing branding that resembles health food, as a way to decrease youth attraction.
“We’re not calling for a marketing ban,” Hust said. “We’re asking for thoughtful regulations that balance the rights of adult consumers with the need to protect kids.”
Source: Washington State University