Graphic warning labels on meat could cut consumption by 10%: study

By Jim Leffman via SWNS

Graphic warning labels on meat similar to those found on cigarettes could slash consumption by 10 percent, a new study reveals.

Labeling meat products could improve public health and reduce the UK’s carbon footprint, scientists believe.

Researchers from Durham University found that labels warning would-be consumers about how meat production worsens climate change were the most effective and perceived as the most credible.

But warnings of the health risks and a rise in pandemics also cut consumption.

Overall, according to the study published in the journal Appetite, the labels reduced uptake of the meals by seven to 10 percent.

According to a recent poll, nearly three-quarters (72%) of the UK population classify themselves as meat eaters.

The independent Climate Change Committee, which advises the UK government, recommends a 20 percent reduction in meat and dairy consumption by 2030.

A group of 1,001 meat-eating adults were split into four 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.

All warning labels, showed a graphic image alongside text.

The climate warning label showing an image of a deforested area with factory smoke in the distance and the warning text - WARNING: Eating meat contributes to climate change (UN Food and Agricultural Organization, 2020).

The group were asked to make 20 separate decisions on different meal choices with researchers asking how anxiety-provoking and believable they found the labels.

They also measured how appealing the meal was and whether the participant would buy it again.

They also had to indicate how supportive they would be of the different labels if they were implemented as policy.

A set of meals they were shown could be a meat pasta bake, fish pasta bake, vegetarian pasta bake and a vegan pasta bake.

Doctoral student Jack Hughes from the University's Department of Psychology said: “Reaching net zero is a priority for the nation and the planet.

"As warning labels have already been shown to reduce smoking as well as drinking of sugary drinks and alcohol, using a warning label on meat-containing products could help us achieve this if introduced as national policy.”

Senior author on the paper, Dr. Milica Vasiljevic added: “We already know that eating a lot of meat, especially red and processed meat, is bad for your health and that it contributes to deaths from pollution and climate change.

"Adding warning labels to meat products could be one way to reduce these risks to health and the environment.”