HMN 2025: How Colorful, ‘wholesome’ branding makes hashish edibles ‘interesting’ to teenagers, study finds

Bright colours, fruit imagery, and labels like “domestically made” or “vegan” might sound innocent—however when used on hashish edibles, they’ll ship deceptive messages to teenagers.

That’s based on a brand new Washington State University-led study analyzing how adolescents understand the packaging of cannabis-infused merchandise comparable to gummies, candies and sodas. Despite laws barring packaging that targets youth, many teenagers within the study discovered these merchandise interesting—usually likening them to on a regular basis snacks or well being meals.

The analysis, performed in collaboration with Public Health—Seattle & King County, is a part of a broader effort to cut back unintentional hashish publicity amongst teenagers. The findings might assist form new guidelines geared toward limiting underage enchantment.

“What stunned us was how usually these merchandise had been interpreted as wholesome or pure,” stated Jessica Willoughby, affiliate professor in WSU’s Murrow College of Communication and co-author of the review, revealed within the Journal of Health Communication. “When you mix that with vibrant packaging and acquainted fruit flavors, it is simple to see how this stuff begin to seem like snacks—not one thing doubtlessly dangerous or unlawful for teenagers.”

Researchers performed digital focus teams and interviews with 28 Washington teenagers, ages 13 to 17, utilizing actual product photographs from shops to immediate dialogue. With parental permission, members shared which packaging components caught their eye and why.

The teenagers constantly pointed to vivid, colourful designs and packaging that resembled wholesome snacks as significantly interesting. Some stated they’d show the packaging of their rooms or use it in social media posts. Others stated phrases like “domestically made” and “vegan” made the merchandise really feel extra aligned with their private values—even when they knew the gadgets contained hashish.

“Our findings recommend that teenagers are drawn not simply to the look of those packages, however to what the design represents,” stated Stacey Hust, a professor in WSU’s Murrow College and the review’s lead creator. “They noticed these merchandise as fashionable, pure and aspirational—qualities that resonate with their identities and beliefs.”

The study additionally confirmed that teenagers with better familiarity with hashish—both by way of private use or household publicity—had been extra more likely to discover warning labels and dosage info. Those with much less data usually missed well being warnings or did not acknowledge hashish symbols in any respect.

The outcomes increase issues for well being educators and policymakers as hashish edibles develop into extra prevalent. The researchers suggest incorporating teen views into regulatory discussions and growing hashish literacy by way of focused schooling efforts.

“Teens are telling us what speaks to them—and typically it is not what adults anticipate,” stated Sarah Ross-Viles, youth hashish prevention supervisor with King County and study co-author. “If we’re severe about making hashish packaging much less interesting to youth, we have to use their insights to information smarter, simpler laws.”

The WSU workforce not too long ago labored with Public Health—Seattle & King County well being officers and the Washington State Liquor & Cannabis Board to conduct a follow-up quantitative study exploring how packaging components correlate with perceived teen enchantment and intent to make use of.

While broad adjustments like plain packaging could finally be troublesome to implement, the researchers say sensible updates—comparable to clearer warnings and limiting branding that mimics well being meals—might assist scale back youth attraction.

“We’re not calling for a advertising and marketing ban,” Hust stated. “We’re asking for considerate laws that steadiness the rights of grownup customers with the necessity to defend children.”

Ross-Viles agreed: “This is about making certain hashish packaging serves its actual function—informing grownup customers—with out complicated or engaging teenagers. And now, for the primary time, we’re getting direct suggestions from Washington youth to assist make that doable.”