Graphic cigarette-style warnings highlighting the climate and health risks linked to meat products could cut consumption, researchers claim.
A Durham University team designed labels with messages such as “WARNING: Eating meat contributes to climate change” beside a dramatic photo of a deforested area.
Their study found the labels discouraged people from choosing meals containing meat and could reduce their selection by seven to 10 percent.
Study leader Jack Hughes, a PhD student in the 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.”
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Some 1,000 meat-eaters took part in the study. They were shown images of canteen dishes such as pasta bake with meat, fish, vegetarian or vegan options.
The food came unlabelled or with warnings relating to climate change, health or the risk of pandemics, and participants were asked how anxiety-provoking and believable they found the information.
All labels could discourage meal choices but people were most in favour of climate warnings, the researchers reported.
The independent Climate Change Committee, which advises the UK government, has recommended a 20 percent reduction in meat and dairy consumption by 2030.
Dr Milica Vasiljevic, an associate professor in quantitative social psychology at the university, 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.”
However, Christopher Snowdon, head of lifestyle economics at the Institute of Economic Affairs, warned that such interventions could be a slippery slope.
He said: “Now that the government has announced the gradual prohibition of tobacco, we should be wary about any ‘cigarette-style’ policies.
“Graphic warning labels will just be the start of a prolonged campaign against meat by the vegan and environmental lobby. We know how this ends and we should nip it in the bud now.”
Mo Metcalf-Fisher, director of external affairs at the Countryside Alliance, said labels should only be used to promote meat produced by British farmers “which is internationally renowned for having the highest levels of quality and sustainability”.
He added: “There is no justification for demonising a dietary preference enjoyed by the vast bulk of the British public; those wanting to push plant-based alternatives should do so via the free market, not bureaucrats.
“Greenhouse gas emissions from UK beef are around half the global average. Our farmers help combat climate change – not contribute to it – through regenerative farming techniques and the production of renewable energy”.
The findings were published in the journal Appetite.
