Colorful Branding Makes Cannabis Edibles 'Appealing' to Teens, Study Finds

(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."

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