As cannabis use becomes more widespread, public awareness of associated risks is diminishing, with many users underestimating potential harms including addiction, cognitive impairment, impaired driving, and mental health issues. This trend is exacerbated by extensive cannabis marketing that emphasizes benefits while downplaying risks. Although legalized states mandate warning labels on cannabis products, current warnings are largely ineffective due to poor placement, small fonts, excessive length, and interstate inconsistencies. Given the limited research on optimal warning design and content effectiveness, the present study aims to expand upon previous cannabis warning label research by examining how cannabis users perceive existing warnings, describe product risks, and react to novel warning labels.
The study conducted six online focus groups (7-7 participants each, lasting 58-78 minutes) with a total of 36 adults aged 21 and older who resided in U.S. states where cannabis has been legalized and reported cannabis use within the past 30 days. The researchers collected images of existing cannabis product packaging and warning labels, and created four novel cannabis product packages under the fictitious brand “Carrboro Farms” to present to participants. The focus group discussed reason for cannabis use, risk perceptions, and cognitive and affective reactions to warning labels, and the transcribed content was analyzed by four researchers who derived themes through inductive and deductive coding approaches.
According to the findings, participants expressed that the purpose of warning labels should be to educate and inform about safe usage, while discouraging use among certain populations (minors, pregnant individuals). Most participants could not recall existing warning labels and criticized them for having small fonts and lengthy text that failed to capture attention, while responding positively to novel warning labels featuring large fonts, colors, and concise text placed on the front of packages. Additionally, participants recognized both benefits of cannabis use (improved sleep, pain relief, reduced anxiety) and risks (mental health concerns), generally viewing cannabis as relatively safer than tobacco or alcohol. These findings suggest that cannabis warning labels can be improved by using large, concise text on package fronts, incorporating icons and colors to increase attention, and providing evidence-based information that guides safer use rather than deterring product use.
Takeaway: Cannabis warning labels can be significantly improved through better content, design, and placement strategies that focus on educating users about safe usage rather than deterring consumption, which would be more effective and better received by cannabis users.