Graphic warning labels could reduce people’s meat consumption

The research suggests the use of warning labels on meat options could improve public health and reduce the UK’s carbon footprint. 

Climate, health and pandemics 

Our researchers tested three labels warning people of the damage to either climate, health, or risk of pandemics. They found that all labels were effective at discouraging people from choosing meals with meat.  

All warning labels, which showed a graphic image alongside text, reduced meat meal selections by seven to 10 percent. However, people were most in favour of the climate warning labels which they also found the most credible.  

According to a recent YouGov poll, 72 per cent of the UK population classify themselves as meat eaters. The independent Climate Change Committee, which advises the UK government, recommends a 20 per cent reduction in meat and dairy consumption by 2030.  

Meal choices 

A representative sample of 1,001 meat-eating adults were split into four groups which were shown pictures of hot meals you might buy in a canteen which contained either a health warning label, climate warning label, pandemic warning label, or no label. 

They were asked to make 20 separate decisions on different meal choices and the team also asked how anxiety provoking and believable they found the labels.  

Future intentions to buy and eat the meal options, as well as how appealing the meals appeared, was measured. Participants also indicated how supportive they would be of the different labels if they were implemented as policy. 

Find out more 

• You can read the research paper in Appetite
• The study was conducted by PhD student, Jack Hughes, with his supervisors, Dr Milica Vasiljevic and Professor Mario Weick
• Milica Vasiljevic is an Associate Member of FUSE, the Centre for Translational Research in Public Health
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