Abstract
BACKGROUND: Despite increased popularity of cannabis edibles, limited research has assessed effects of warnings or advertising emphasizing different characteristics. This study examined effects of different edible advertising messages and warnings on young adults' product perceptions. METHODS: In June-November 2024, US adults ages 18-34 (n = 3579) participated in an online survey-based experiment using a 2 × 4 factorial design (advertising message: psychological effects vs. flavors; warning: none, adult-use, intoxication, edible-specific), then reported perceived addictiveness, harm, cautiousness, appeal, and interest (0 =not at all to 7 =extremely). Multivariable regression assessed advertising message, warning, and message-by-warning interactions in relation to outcomes, overall and by past-month use status. RESULTS: Few experimental effects were identified. The overall model showed: one direct, negative effect for flavors (vs. psychological effects) advertising messaging on interest (B=-0.20, SE=0.07, p = .003), shown in stratified analyses to be attributed to effects among those reporting past-month use (B=-0.28, SE=0.11, p = .003; no effect among participants reporting no past-month use-); and one direct, positive effect of the edible-specific (vs. no) warning on perceived harm (B=0.30, SE=0.10, p = .002), driven by those reporting non-use (B=0.32, SE=0.13; no effect among those reporting use). A significant interaction (B=0.38, SE=0.19, p = .048) indicated that adult-use warning exposure reduced perceived addictiveness among participants reporting non-use but had no effect for those reporting use. Among participants reporting use, an interaction (B=0.66, SE= 0.29, p = .019) indicated flavor (vs. effect) messaging alongside edible-specific warning exposure resulted in higher addictiveness. CONCLUSIONS: Regulations and interventions must consider effects of advertising messages and advertising message/warning combinations, particularly among different subgroups (e.g., those who use).