How cannabis ads and warnings interact to shape young adults' perceptions

This study examined how 3,581 US young adults aged 18-34 respond to different cannabis vaping advertisements and warning labels. Researchers tested various combinations of advertising messages (emphasizing psychological effects versus flavors) paired with different warnings (none, adult-use only, intoxication risks, or vape-specific warnings) to understand how these communications influence perceptions of addictiveness, harm, cautiousness, appeal, and interest in cannabis vaping products. The research provides crucial insights into how marketing and warning labels interact to shape young adult attitudes toward cannabis products.

The findings reveal interesting differences between cannabis users and non-users. Among non-users and the overall sample, neither the advertising messages nor warnings had significant effects on perceptions. However, among the 40.8% of participants who reported past-month cannabis use, specific combinations mattered. Those exposed to adult-use warnings perceived cannabis as less addictive and reported lower cautiousness, while intoxication warnings were associated with lower perceived harm. Most intriguingly, a significant interaction emerged: cannabis users who saw psychological effects messaging combined with intoxication warnings found the products more appealing, while those who saw flavor-focused ads with intoxication warnings found them less appealing.

These results highlight a critical insight for policymakers and public health advocates: advertising messages and warning labels don't operate in isolation—they interact in complex ways that can either reinforce or undermine intended messages. The finding that warning labels paired with certain advertising approaches can paradoxically increase appeal among users challenges assumptions about warning effectiveness and suggests that regulatory strategies must carefully consider how different messaging components work together. This research strengthens the evidence base for developing more effective cannabis advertising restrictions and warning requirements tailored to different audiences.