The efficacy of health warnings and package branding on perceptions of cannabis products among youth and young adults

Abstract

Introduction Little empirical evidence exists about the efficacy of labelling and marketing restrictions in a regulated cannabis market. This study examined perceptions of cannabis product packaging designs, health warning labels (HWL) and perceptions of packs displaying brand imagery and leading descriptors on measures of appeal, and perceived consumer attributes. Methods An online experimental survey of Canadian cannabis users and non‐users (n = 870) aged 16–30 years containing eight between‐group experiments was conducted in October 2017. Primary outcomes were appeal and perceived consumer attributes of cannabis product packaging, including the likelihood of being younger, female, fashionable, health conscious and likely to go out and party. Results When cannabis product branding was present, respondents were more likely (P = 0.027) to report greater appeal than when branding was absent. When an HWL was present, respondents were less likely (P = 0.010) to report greater appeal than when absent. The presence of a celebrity sponsor (P < 0.001), music references (P < 0.001) or party references (P < 0.001) increased the likelihood that respondents perceived the product as targeted at someone younger, and a party lifestyle. Differences by cannabis use status were observed across experiments; those who had used were more likely to find branding elements appealing. Discussion and Conclusions The findings demonstrate that brand imagery on cannabis packaging can promote lifestyle associations and increase the appeal of cannabis products among young people. Plain/standardised packs displaying HWLs were perceived as less appealing than packs with branding or without HWLs. Lifestyle associations can be communicated through brand imagery on cannabis packaging.

Plain tobacco packaging: progress, challenges, learning and opportunities

“…In Canada, brand imagery and logos are restricted to a small space (no larger than the cannabis symbol required on packs), and packs can only display one ‘background’ colour selected by the manufacturer 19. This type of packaging has been found to reduce appeal among younger consumers 20 21. In Uruguay, cannabis can only be sold in blue and white packs which display warnings, information about the law and recommendations for use (figure 5).…”

Noticing of cannabis health warning labels in Canada and the US

“…7 Large, comprehensive warnings also have the potential to reduce the appeal of cannabis products, including among young people. [7][8][9] A survey conducted with cannabis consumers in Canada and the US in the year following nonmedical cannabis legalization in Canada showed survey respondents six text-based warnings. 10 One-third of cannabis consumers indicated they would be "happy" to see health warning messages on cannabis products, and each of the warning messages was rated as believable by between half and three-quarters of consumers.…”

Are cannabidiol (CBD) levels in consumer food products well tested?—A review

“…Some studies show that warning signatures are required in the USA, whereas in Canada, some symbols are used in bright colors on the packaging or in a particular distinctive font (Leos‐Toro et al., 2019). Other studies (Table 4) have assessed the negative opinions of consumers that the warning label on the packaging is unattractive (Leos‐Toro et al., 2021).…”