EXCLUSIVE: Why Teens Are Confused By Cannabis Products And How Parents Can Help

Cannabis legalization has flooded the market with a variety of products like sodas, gummies, chocolates, oils and more. But for teens, these products are more than just tempting, they're often confusing and potentially dangerous.

Jessica Willoughby and Stacey Hust, researchers and professors at Washington State University, have spent years studying how young people understand cannabis. Their findings suggest there's a lot of work to be done.

See Also: Sharp Drop In Teen Marijuana Use: Legalization And Demographics Examined

"Young people in particular are not very aware of cannabis products, the packaging, and how to navigate that if they're choosing to use or learning more about it," Willoughby said, in an exclusive interview with Benzinga. This lack of knowledge often leads to misuse, especially when products look just like everyday snacks or drinks.

Looks Can Be Deceiving

The way cannabis products are packaged is a big part of the problem. Gummies and chocolates often resemble popular candy brands and cannabis-infused sodas can look like any other soft drink.

"It looks like a Starburst package," Willoughby said. "To them, it looks like something you could sit down and eat five or six of—but one of those is going to impact you very differently."

Serving sizes add another layer of confusion. Cannabis sodas, for instance, typically contain multiple servings in a single bottle.

Yet, Hust told Benzinga, "Adolescents we spoke to were unaware of that. The majority of them perceived that you should drink it like you would a Coca-Cola or a root beer."

Some U.S. states are trying to address this issue. Washington has banned certain design features, like bubble fonts and cartoon characters, on cannabis packaging. Other states, like California, have considered banning fruit imagery to make products less appealing to kids. But the risks remain, especially when teens don't know what to look for.

Social Media Is Changing The Game

Cannabis exposure isn't just happening in stores or through friends and peers, it's all over social media. Teens see cannabis products on platforms like Meta Platforms Inc’s META Instagram and TikTok where they're often shared in posts by friends or influencers. "They're also generating and sharing social media content about it," Hust said.

Even outside the digital world, cannabis is hard to ignore. Nearly 38% of teens reported seeing cannabis ads on their way to or from school; a third noticed them near parks or movie theaters. For many teens, these products are becoming just another part of the landscape.

Talking To Teens: What Parents Need To Know

Willoughby and Hust insist education is the best tool for parents. Simply telling teens to avoid cannabis often isn't enough. Instead, they suggest having open, informed conversations to help teens navigate these challenges.

Here's their advice for parents:

1. Assume Your Teen Will Encounter Cannabis
   Hust urged parents to face reality. "Even if you think your child isn't hanging out with kids who use cannabis, assume they'll come into contact with it."
2. Talk About Why Abstinence Matters
   "Help them understand that until their brain fully develops, cannabis will have a different effect on them." Hust noted that many parents who use cannabis themselves still prefer their teens not to, according to her findings.
3. Teach Them to Be Savvy
   Willoughby stressed the importance of teaching teens how to assess products. "If you're thinking about using—and again, we would encourage you not to—it's essential to understand packaging and serving sizes."
4. Model Responsible Behavior
   If parents use cannabis, they need to store it securely. "These products look just like snacks," Willoughby added, which makes accidental ingestion by children a real concern.
5. Foster Open Communication
   "Teens are more aware than you think," Willoughby said. "Have open conversations and make sure they feel comfortable asking questions."

A New Way To Educate

To help young adults navigate the world of cannabis, Willoughby and Hust developed an intervention program aimed at providing practical education. The program is narrated by a former cannabis marketer who understands the industry and can speak authentically about its risks and realities.

"We didn't want to stigmatize cannabis use," Hust said. "For adults over 21, it's a choice. But we want them to be informed consumers."

The program covers topics like reading product labels, understanding potency and avoiding harmful combinations such as mixing cannabis with alcohol. Early trials with college students have shown that the program increases knowledge and confidence when it comes to making informed decisions.

The researchers are now piloting the program in Washington, Illinois and New York with plans to expand nationwide if the initial rollout is successful.

Why Teens Need A Voice In Policy

Both researchers say teens themselves need to be included in cannabis policy discussions. "Adults often think they know what's appealing to teens, but they don't," Willoughby said.

Washington State is one example of involving youth perspectives. Washington’s Liquor and Cannabis Board has funded research to better understand how teens perceive cannabis products, a move Hust views as critical.

"If you don't talk to the target audience, you're going to have a hard time making policies that actually protect youth," she said.

"Parents, policymakers, and educators all have a role to play," Hust continued. "If we're not preparing the next generation, we're leaving them vulnerable in a world where cannabis is as visible as any other product."

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Cover image made with AI.