New research indicates that the use of cigarette-style graphic warning labels on meat products could potentially lead to a reduction in people’s meat consumption, with positive implications for public health and the environment.
A team from Durham University conducted a study using various warning labels, including climate, health, and pandemic-related warnings, on meat options. The study revealed that all warning labels, featuring graphic images alongside text, successfully discouraged people from choosing meat-based meals. These labels reduced meat meal selections by 7% to 10%, with climate-related warnings being the most favoured and credible among participants.
URGENT NEED TO ADDRESS MEAT CONSUMPTION AND CARBON FOOTPRINT
The study’s findings are particularly significant given that 72% of the UK population identifies as meat eaters. Furthermore, the independent Climate Change Committee, which advises the UK government, recommends a 20% reduction in meat and dairy consumption by 2030 to address carbon footprint and environmental concerns.
WARNING LABELS AS A PATH TO ACHIEVING NET ZERO EMISSIONS
Jack Hughes, who conducted the research as part of his PhD at Durham University’s Department of Psychology, emphasized the potential of warning labels to contribute to national and global efforts to achieve net zero emissions. He noted that warning labels have previously been effective in reducing smoking, sugary drink consumption, and alcohol consumption, making them a viable tool for reducing meat consumption if introduced as national policy.
POSITIVE RESPONSE TO WARNING LABELS AMONG PARTICIPANTS
The study involved a representative sample of 1,001 meat-eating adults who were presented with various warning labels on meal choices. These labels included health, climate, pandemic, and no labels. Participants found the labels to be anxiety-provoking and credible. Additionally, they expressed future intentions to buy and consume labelled meals while supporting the implementation of warning labels as policy.
ADDRESSING HEALTH AND ENVIRONMENTAL CONCERNS
Dr. Milica Vasiljevic, a senior author of the study from Durham University’s Department of Psychology, stressed the known health and environmental risks associated with high meat consumption, especially red and processed meat. Adding warning labels to meat products could potentially mitigate these health and environmental risks, making it a valuable approach to address concerns related to meat consumption.
