University of Calgary research shows current plain-packaging approach may not resonate with the view of young Canadian adults that cannabis is relatively safe

Canada may require plain packaging for edible cannabis products, but that doesn’t mean it sends a clear and consistent message to young adult consumers, suggest findings of a study out of the University of Calgary (U of C).

It could be assumed that Canadian cannabis packages communicate little because of their plain nature, authors write in the study, set to be published in the May 2022 edition of the International Journal of Drug Policy. But that may not be the case.

“We highlight tensions in the meanings of such packaging to young adults — especially around competing ideas related to safety and risk,” investigators point out.

Researchers wanted to find out what young adult consumers think of Canada’s standardized cannabis packaging for edibles, which became legal for sale in October 2019, and how the plain, single-colour packages influence their perceptions of edibles.

Other requirements on edibles packages include limited branded elements, prominent health warning labels, serving size, nutritional information and the amounts of cannabis compounds.

Canada’s Cannabis Act and related rules do not allow a brand element that could associate the cannabis product with tobacco, vaping or alcoholic beverage products, or “create the impression that health or cosmetic benefits may be derived from” its use.

U of C investigators received input from eight focus groups in November 2018, all of which consisted of university students aged 18 to 24.

Students were asked what they thought of the Health-Canada approved packages and to offer their views on how packages should be changed and what information should be included. Their input fell into four general groups: dosage and consumption recommendations, food and nutritional information, concerns for children and health warning labels.

Intended and received messages appear to differ

In general, investigators found that weed packaging, indeed, functions as a communicative way to convey meanings, but that the meanings relayed do not resonate with the view of young adults in Canada that cannabis is relatively safe.

More specifically, “participants suggested improvements for cannabis packaging, including standardized THC units, non-numerical consumption instructions and unit-dose packaging,” study authors write.

Canadian research that was published two years ago seemed to highlight some confusion over cannabis edibles packaging. The study of 870 Canadians aged 16 to 30 found that most participants reading edibles labels still did not know whether the product contained a high or low level of THC.

“We’ve known for many years that people struggle to understand the numbers on the back of food packages and cigarette packages. Consumers seem to have equal or even more difficulty with THC numbers, which are used to indicate the potency of cannabis products,” David Hammond of the University of Waterloo’s School of Public Health and Health Systems said at the time.

‘Just say no’ tack does not resonate with young adults

Although those involved in the U of C study supported standardized packaging, they balked at messages designed to deter consumption outright.

“Participants requested packaging features that promote safe consumption by adults while also protecting children,” the study notes.

Canadian research from September 2021, which looked at cannabis packaging on both sides of the Canada/U.S. border, found that prominent health warnings upped the perceived risk of harm and lowered product appeal.

“Overall, full branding and plain packaging were rated the most and least appealing, respectively,” authors from the University of Waterloo noted in the study published online in Preventive Medicine.

The cannabis products were rated as significantly less harmful when they had a white background with no or limited branding versus a coloured background. Additionally, message recall was significantly higher for Canadian versus U.S. health warnings.

Yet another Canadian study published earlier this year in the Journal of Cannabis Research identified the characteristics that influence cannabis product purchases. The gal was to identify those factors “to help policymakers understand why consumers still purchase illicit market cannabis.”

Carrying out a comprehensive search that included health, business and social science databases, investigators determined price is king.

“While price influences choices, demand is relatively inelastic. This suggests that consumers may be seeking lowest-cost, unregulated cannabis to avoid reducing consumption,” the study authors wrote.

“Perceived quality does appear to impact choice; however, more research is needed due to the lack of a recognized definition for cannabis quality,” they added.