Would you buy a burger if it looked like this? Researchers propose putting cigarette-style warnings on MEAT so that people eat less

• Scientists at Durham University tested the alerts on 1,000 people
• They forced up to a tenth of volunteers to choose a fish or veggie option instead

Slapping cigarette-style warning labels on food would drive down how much meat people eat, cotrimoxazole au experts say.

Durham University academics tested similar alerts on 1,000 people and found they persuaded up to a tenth of participants to choose a fish or veggie option instead.

Warnings that eating meat ‘contributes to climate change’ or ‘poor health’ were the most effective messages, results showed.

Telling consumers that meat-eating can potentially trigger pandemics was judged to be the least credible of three options tried, despite having a similar effect.

The researchers said eating lots of meat is ‘bad’ for health, with studies showing too much can raise the risk of cancer and heart disease. 

Scientists have also claimed meat production and consumption is fuelling climate change due to the industry emitting a large amount of greenhouse gas.

Durham University academics tested similar alerts on 1,000 people and found they persuaded up to a tenth of participants to choose a fish or veggie option instead. Warnings that eating meat ‘contributes to climate change’ or ‘poor health’ (right) were the most effective messages, results showed

They were shown pictures 20 different hot meals, such as burgers, pasta bakes or pizzas, each of which was available in meat, fish, vegetarian and vegan form. Volunteers were split into four groups, with the meat option either carrying no label or one stating that eating meat contributes to ‘poor health’, ‘climate change’ (pictured) or ‘pandemics’

Warning labels could ‘reduce these risks’ and help the UK ‘reach net zero’ if introduced nationally, they claimed.

The researchers recruited a representative sample of 1,001 people, who were asked to imagine being in a cafeteria.

They were shown pictures 20 different hot meals, such as burgers, pasta bakes or pizzas, each of which was available in meat, fish, vegetarian and vegan form.

Volunteers were split into four groups, with the meat option either carrying no label or one stating that eating meat contributes to ‘poor health’, ‘climate change’ or ‘pandemics’.

Volunteers were asked to pick which meal they would opt for.

They also reported how anxiety-provoking and believable they found the labels, whether they would buy the meals in the future and how appealing the foods were.

How much meat should I eat? 

Around three-quarters of Brit eat meat.

Health chiefs note that it is a good source of protein, vitamins and minerals.

However, they recommend opting for the leanest option, choosing meat without the skin on and grilling rather than frying to cut down on fat. 

UK health chiefs recommend consuming no more than 70g of red meat — such as beef, lamb or pork — or processed meat — such as ham, bacon and salami — a day. 

Studies have indicated a link between red meat consumption and heart disease, cancer and an early grave.

Participants also indicated how supportive they would be of the different labels if they were implemented as policy.

Results, published in the journal Appetite, show that all labels were effective at discouraging people from choosing meals with meat.

Health-related labels reduced meat meal choices by 8.8 per cent, climate labels by 7.4 per cent and pandemic labels by 10 per cent. 

However, the researchers said there was no statistically significant difference between the groups, meaning all would have a similar affect.

Responses also revealed that participants found that the climate warning labels were ‘most credible’. 

While the pandemic labels triggered the most negative emotions, they were also perceived to be ‘less credible’.

Participants were indifferent about introducing climate warning labels on food but opposed the introduction of health and pandemic warning signs, results show. 

They were asked to vote using a seven-point scale on whether they strongly opposed the policy (one point) or whether they strongly agreed (seven points).

Overall, health and pandemic warnings ranked 3.5 and 3.4 points, respectively, while climate warnings scored 3.88, on average. 

Jack Hughes, study author and PhD student in behavioural science at the university, 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.’

Dr Milica Vasiljevic, an associate professor of behavioural science at Durham University and senior study author, said: ‘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.’ 

Around three-quarters of Brit eat meat.

Health chiefs note that it is a good source of protein, vitamins and minerals.

However, they recommend opting for the leanest option, choosing meat without the skin on and grilling rather than frying to cut down on fat. 

And people should eat no more than 70g of red or processed meat per day, as it raises the risk of bowel cancer.

The researchers noted that ‘excessive’ meat consumption is linked with obesity, cardiovascular disease, infertility, diabetes and cancer.

They also pointed to research showing meat production in China has been linked with 90,000 pollution-related deaths, while in the US it has been linked to 13,000.

Meanwhile, meat production, farming and consumption has been linked to zoonotic diseases, such as Covid, they said.

WHAT SHOULD A BALANCED DIET LOOK LIKE?

Meals should be based on potatoes, bread, rice, pasta or other starchy carbohydrates, ideally wholegrain, according to the NHS

• Eat at least 5 portions of a variety of fruit and vegetables every day. All fresh, frozen, dried and canned fruit and vegetables count

• Base meals on potatoes, bread, rice, pasta or other starchy carbohydrates, ideally wholegrain

• 30 grams of fibre a day: This is the same as eating all of the following: 5 portions of fruit and vegetables, 2 whole-wheat cereal biscuits, 2 thick slices of wholemeal bread and large baked potato with the skin on

• Have some dairy or dairy alternatives (such as soya drinks) choosing lower fat and lower sugar options

• Eat some beans, pulses, fish, eggs, meat and other proteins (including 2 portions of fish every week, one of which should be oily)

• Choose unsaturated oils and spreads and consuming in small amounts

• Drink 6-8 cups/glasses of water a day

• Adults should have less than 6g of salt and 20g of saturated fat for women or 30g for men a day

Source: NHS Eatwell Guide 

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