Research from two separate studies has highlighted how promotional packaging and social media content can make cannabis-infused products more appealing to teens, prompting calls for more effective regulations.
Bright colours, fruit imagery, and labels like “locally made” or “vegan” when used on packaging for cannabis edibles can send misleading messages, and make these products seem more appealing to teens, according to a new study.
Researchers at Washington State University examined how adolescents perceive the packaging of cannabis-infused products such as gummies, chocolates and sodas. The research, conducted in collaboration with Public Health – Seattle & King County, is part of a broader effort to reduce accidental cannabis exposure among teens.
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.
“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 flavours, 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, colourful 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.”
The study also showed that teens with greater familiarity with cannabis, either through personal use or family exposure, were more likely to notice warning labels and dosage information. Those with less knowledge often overlooked health warnings or didn’t recognise cannabis symbols at all.
The researchers have recommended 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,” said Sarah Ross-Viles, youth cannabis prevention manager with King County and study co-author. “If we’re serious about making cannabis packaging less appealing to youth, we need to use their insights to guide smarter, more effective regulations.”
Social media posts linked to increased likelihood of cannabis use
It comes as two large-scale surveys of California high school students found that teens who saw social media posts showing cannabis and e-cigarette content, including from friends and influencers, were more likely to start using those substances or to have used them in the past month.
The study, conducted by researchers at Keck School of Medicine of USC and funded by the National Institutes of Health, is published in the journal JAMA Network Open.
The research team surveyed more than 7,600 teens across two studies, including a longitudinal study to understand whether viewing cannabis or e-cigarette posts on TikTok, Instagram and YouTube relates to a teen’s later choice to start using either substance or both.
A second survey looked at whether an association exists between the source of the content— friends, influencers, celebrities or brands—and substance use.
In the first survey, which included 4,232 students, 22.9% reported frequently seeing e-cigarette posts on TikTok, Instagram or YouTube, meaning they saw at least one post per week. A smaller portion—12%—frequently saw cannabis posts.
One year later, researchers followed up with the students. Teens who had frequently seen cannabis posts—but had never tried cannabis or e-cigarettes—were more likely to have started using e-cigarettes, cannabis or both.
In the second survey, researchers asked 3,380 students whether they saw cannabis or e-cigarette posts from brands, friends, celebrities, or influencers with 10,000 to 100,000 followers.
Teens who saw e-cigarette or cannabis posts from influencers were more likely than their peers to have used cannabis in the past month. Those who saw cannabis posts from friends were more likely to have used cannabis in the past month or to have been dual users of cannabis and e-cigarettes. Teens who had frequently seen e-cigarette posts on TikTok were more likely to have started using cannabis or started dual use of both cannabis and e-cigarettes. No such pattern was found for Instagram or YouTube.
“While the rate of e-cigarette use is declining, our study shows that exposure to e-cigarette content on social media still contributes to the risk of using e-cigarettes with other substances, like cannabis,” said Julia Vassey, MPH, a health behavior researcher in the Department of Population and Public Health Sciences at the Keck School of Medicine.
“Answering these questions can help federal regulators and social media platforms create guidelines geared toward preventing youth substance use.”
Most social media platforms already ban paid promotion of cannabis and tobacco products, including e-cigarettes. Some researchers say those bans should be extended to cover additional influencer content. Others want platforms to partner with regulators to find a comprehensive solution.
“So far, it’s a grey area, and nobody has provided a clear answer on how we should act and when,” Vassey said.
In future studies, Vassey plans to further explore cannabis influencer marketing, including whether changes to social media guidelines impact what teens see and how they respond.
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