Colorful, ‘Healthy’ Branding Makes Cannabis Edibles ‘Appealing’ to Teens

The following is excerpted from an online article posted by Phys.org.

Bright colors, fruit imagery, and labels like “locally made” or “vegan” might seem harmless, but when used on cannabis edibles, they can send misleading messages to teens.

That’s according to a new Washington State University-led study examining how adolescents perceive the packaging of cannabis-infused products such as gummies, chocolates, and sodas. Despite regulations barring packaging that targets youth, many teens in the study found these products appealing, often likening them to everyday snacks or health foods.

The research, conducted in collaboration with Public Health—Seattle & King County, is part of a broader effort to reduce accidental cannabis exposure among teens. The findings could help shape new rules aimed at limiting underage appeal.

“What surprised us was how often these products were interpreted as healthy or natural,” said Jessica Willoughby, associate professor in WSU’s Murrow College of Communication and co-author of the study, published in the Journal of Health Communication. “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.”

Researchers conducted virtual focus groups and interviews with 28 Washington teens, ages 13 to 17, using real product photos from stores to prompt discussion. With parental permission, participants shared which packaging elements caught their eye and why.

The teens consistently pointed to bright, colorful designs and packaging that resembled healthy snacks as particularly appealing. Some said they’d display the packaging in their rooms or use it in social media posts. Others said terms like “locally made” and “vegan” made the products feel more aligned with their personal values, even if they knew 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,” said Stacey Hust, a professor in WSU’s Murrow College and the study’s lead author. “They saw these products as trendy, natural, and aspirational—qualities that resonate with their identities and beliefs.”

Source: Phys.org
https://phys.org/news/2025-06-healthy-branding-cannabis-edibles-appealing.html