Smoke signals: Prominent health warnings on cannabis packaging essential in mitigating risks, say researchers

21 Sep 2021 --- Reducing brand imagery on cannabis packaging and displaying prominent health warnings are key to discouraging use among youth, according to new research conducted by the University of Waterloo, Canada. 

The study authors found the amount of advertising and promotion provided on packages changes how people perceive the product – whether they find it appealing to use or harmful. Coloring was also found to play an important role. 

Legislators in Canada and the US are facing increasing pressure over labeling standards amid concerns child-friendly logos and branding could entice younger consumers and threaten public health. 

“Brand imagery on packaging helps to promote a product by sending signals about whether it’s a ‘cool’ product, what kind of lifestyle it projects and whether its product for men or women – all of which are associated with greater interest and appeal among youth,” says professor David Hammond of Waterloo’s School of Public Health Sciences. 

“If jurisdictions that legalize cannabis are interested in protecting youth, our data suggest packaging restrictions and comprehensive health warnings are effective ways of doing that.” 

Simpler branding, clearer warnings 
The research team conducted online experimental surveys with 45,378 participants from Canada and the US. 

The participants were randomized to view different cannabis packages, ranging from no brand imagery and uniform colors to full brand imagery. Participants were also asked to assess how the products’ appeal differed based on perceived harm and how easy it is to remember warning messages, which addressed pregnancy, adolescent risk and impaired driving.Clearer warning signs combined with less branding imagery were less appealing to young people, the research found. 

Results show products with limited branding on a white background were rated significantly less harmful than products with a colored background. 

Products in plain packaging – white background with no branding – were also rated less harmful than those with a colored background. Products with Canadian warnings were rated significantly more harmful than those with a US warning or no warning, as were products with a US warning versus no warning.

“Canada’s warning messages on cannabis products are more salient and easier to recall than in the US,” Hammond asserts. “Overall, our findings suggest that Canada’s comprehensive regulations appear to be achieving their goal, which is to inform consumers about risks and reduce appeal, including among young people.” 

Appealing to minors 
The study results come at a time when numerous US market products are under fire for labeling designs critics deem deliberately appealing to minors. 

Last month, the Michigan Marijuana Regulatory Agency issued a warning to producers following a spate of hospitalizations, which saw 15 Virginian children sent to hospital after ingesting THC products. Five of them had to be admitted to critical care units. 

With products such as Whiz Edibles Strawberry Gummies, Neon Sour Bears, Mini Brownies and Doobie Doo Cookies, critics claim many industry players are not taking the influence of packaging design seriously. 

Designing to protect 
Some packaging manufacturers, like PakTech, have taken it upon themselves to produce packaging that actively prevents minors from accessing THC products. 

Recently, the company released PakLock, a cap made from 100% recycled high-density polyethylene (rHDPE). The solution has been third-party certified to meet the child-resistant criteria set forth by 16 CFR Part 1700.20 – a legal testing procedure required for adult products such as cannabis-infused beverages. 

Edited 

By Louis Gore-Langton