Meat consumption reduction with cigarette-style warning labels

A recent study from Durham University highlights the potential impact of cigarette-style warning labels on meat products. Showing a promise in reducing meat consumption

New research, published on November 1, demonstrates that cigarette-style graphic warning labels on meat products could deter people from consuming meat, with potential benefits for public health and the environment.

Cigarette-style warning labels reduce meat consumptions

A team of researchers from Durham University conducted an experiment involving various warning labels on meat products. These labels highlighted the climate, health, and pandemic risks of meat consumption. The study found that all brands that featured graphic images alongside text decreased meat meal choices by 7% to 10%.

Participants in the study favoured climate warning labels as the most credible and compelling. These labels garnered significant support and could play a crucial role in reducing meat consumption.

Support for meat warning labels grows

In the United Kingdom, 72% of the population identifies as meat eaters. The independent Climate Change Committee advises a 20% reduction in meat and dairy consumption by 2030 to combat climate change.

The study’s lead researcher, Jack Hughes, emphasised the potential of warning labels: “As warning labels have reduced smoking and sugary drink consumption, introducing meat warning labels as national policy could help achieve our net-zero goals.”

Participants react positively to labels

In the experiment, 1,001 meat-eating adults were divided into four groups, each showing images of hot meals with different warning labels: health, climate, pandemic, or no title. Participants made meal choices, assessed label believability, and expressed intentions to purchase labelled meals. The climate warning labels garnered the most support, indicating their potential to drive behaviour change.

Senior author Dr Milica Vasiljevic from Durham University’s Department of Psychology highlighted the study’s significance: “Adding warning labels to meat products could be a strategy to mitigate health and environmental risks associated with meat consumption, particularly red and processed meats.”

This study underscores the potential of cigarette-style warning labels to reduce meat consumption and promote healthier, more sustainable dietary choices.