[PRESS RELEASE] – LAKELAND, Fla., Sept. 29, 2026 – Metrc, a leading provider of regulatory track-and-trace systems for highly regulated industries, announced findings from a new independent study showing strong patient and consumer support for state-issued QR codes that provide direct access to verified cannabis product information, lab testing results, compliance data and consumer safety resources. The research found that these digital transparency tools are associated with greater consumer trust and confidence in regulated cannabis markets and may also play a role in encouraging consumers who purchase from illicit sources to consider buying legal products.
The study, Transparency as Value: Past-Month Cannabis Consumer & Patient Responses to QR Code-Enabled Cannabis Product Information, was conducted by Cannabis Public Policy Consulting (CPPC) and surveyed more than 3,000 recent cannabis consumers and patients across 33 legal U.S. jurisdictions with a form of legal cannabis access. Respondents were shown a cannabis product featuring an interactive state-issued QR code linked to detailed product, testing and licensing information, then asked about their perceptions of the information itself and the value of access to the information.
Among the study's most notable findings, 100% of respondents reported that the state-issued QR code system made them feel more protected by their state cannabis regulator. Ninety-one percent reported it helped them better understand consumer safeguards and standards, while nearly 89% reported it increased their confidence in their state's legal cannabis market.
Consumers also placed significant value on QR-accessible information. Ninety-one percent reported valuing state confirmation that a product is compliant, 89% reported valuing lab testing results, 88% reported valuing recall notifications, and 86% reported valuing detailed product information, including licensing details and cannabinoid and terpene profiles.
The study also suggests that transparency tools may influence sourcing behavior. Eighty-eight percent of respondents reported that having access to the information would help them distinguish regulated products from unregulated alternatives, and nearly 90% reported that having access to the QR code functionality would make them more likely to purchase from a licensed dispensary rather than an illicit source.
“What stood out to us is that consumers and patients appear to value more than simply having access to expanded product information; they value knowing that the information comes from a trusted regulatory source,” said Mackenzie Slade, MPH, Principal Investigator at Cannabis Public Policy Consulting. “In a market where regulated and unregulated products can be difficult for consumers to distinguish, a state-issued QR code provides an immediately recognizable signal that a product is part of the regulated system. Our findings are consistent with current literature on signaling theory, suggesting that consumers value both sides of that transparency: access to information about the product itself and greater visibility into the regulatory system behind it.”
The study also found broad support for making state-issued QR code transparency a standard feature across regulated cannabis products. More than 95% of respondents agreed that the same level of information should be available to consumers regardless of product type, indicating a preference for consistent, regulator-backed transparency across the marketplace. The findings build on growing interest among regulators and industry stakeholders in digital transparency tools that can provide consumers with information that is difficult or impossible to communicate through traditional cannabis packaging and labeling alone.
“The legal cannabis industry has invested heavily in systems designed to ensure accountability, safety and compliance throughout the supply chain,” Metrc CEO Michael Johnson said. “This research shows consumers place real value on being able to verify a product's testing, compliance and regulatory oversight. When that information is easy to access, it builds trust, supports smart purchasing decisions and strengthens confidence in regulated cannabis markets.”
Recommendations for regulators and industry
Based on the findings, the study concludes that regulators and industry stakeholders should consider standardizing state-issued QR code-enabled transparency systems across all regulated cannabis products, paired with consumer education campaigns to build awareness of the system's laboratory verification, licensing, recall notification and public health resource features. The report also recommends that systems maintain visible state regulatory branding to maximize perceived legitimacy and trust.
About the study
The research was conducted as a cross-sectional online survey administered via Qualtrics™ and Cint Global Marketplace Community Research Panels among 3,061 recent cannabis consumers and registered medical patients across 33 U.S. jurisdictions with operational medical and/or adult-use cannabis markets. The study was reviewed and approved under Exempt Status by an Institutional Review Board in accordance with federal law. Full methodology, limitations and statistical findings are available in the complete report.
