Graphic tobacco-style warning labels on meat could cut consumption by 10%, study finds

The study involving 1,001 meat-eating adults, published in the journal Appetite, found that the presence of these labels, including a graphic image similar to the warnings of impotence, heart disease or lung cancer on tobacco products, could reduce the selection of meat-containing meals by 7%-10%.

The study involved 1,001 meat-eating adults shown various canteen-style meals, including hot meat, fish, vegetarian and vegan options, with either tagged with different types of warning labels relating to health, climate, pandemic or no label at all.

Dr. Milica Vasiljevic from Durham University’s Department of Psychology tells Food Ingredients First about the result: “There were no statistically significant differences between the effectiveness of the pandemic, health and climate warning labels. In other words, they all performed equally at lowering meat meal selections.”

“But climate warning labels were seen to be the most credible,” she adds.

The UN’s Food and Agricultural Organization (FAO) states that about 14% of all emissions come from meat and dairy production. Other than changing the labels, other strategies have also been introduced to help the planet, including simply eating more fresh vegetables and alternative proteins.

In terms of the reaction from different demographics, Vasiljevic shares their discovery: “There were main effects of gender where females were less likely to choose meat meals regardless of which label they saw.”

The researchers believe their findings have implications for future policies and practices. Hughes drew parallels to the effectiveness of warning labels in reducing smoking, sugary drink consumption and alcohol consumption, proposing that introducing warning labels on meat-containing products as a national policy could contribute to the reduction of meat consumption.

Food Ingredients First