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

The experiment amongst UK meat consumers provides evidence for policymakers to consider regarding the use of pictorial warning labels on meat-based meals (Image credit: Durham University).

01 Nov 2023 --- A new study from Durham University, UK, indicates that graphic warning labels on meat products, similar to the ones found on cigarette packets, could not only influence consumer behavior toward healthier choices but also contribute positively to the planet’s health.

The study, 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%.

Jack Hughes, a PhD candidate who led the Durham study, says: “High meat intake is linked to lots of health issues, and the way that we currently farm, or certainly some of the most common ways of farming, are also very heavily linked to the potential of pandemic outbreaks, it becomes clear that there are multiple reasons why the current way that we eat meat is maybe not the best way to do it.”

Research insights on warning labels
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.

Meat is a popular food product and dissuading people from consuming meat has proven difficult.Global trends in meat consumption
According to the UK’s National Food Surveys, the country has already reached “peak meat” status and last year, consumers ate less meat than at any point since 1974.

This year, the Agriculture Outlook from the Organization for Economic Cooperation and Development and FAO jointly reveals that while many developed nations like the UK are decreasing their appetite for meat, middle-income countries are expected to sustain the growth in meat consumption.

According to the report, there is a growing trend among consumers globally to become increasingly sensitive to animal welfare, environmental and health concerns. Introducing warning labels on meat products as a national policy could be a step toward this goal.

“Our study only sampled UK meat consumers, so at present, we are unable to say what the impact of warning labels on meat products and meals would be across diverse cultural samples. This is a very interesting question that should be explored in future studies,” says Vasiljevic.

By Sichong Wang

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