Do Consumers Think Front-of-Package "High in" Warnings are Harsh or Reduce their Control? A Test of Food Industry Concerns.

Abstract

This study aimed to test the industry claim that "high in" front-of-package (FOP) labeling systems are perceived as harsh and reduce consumers' control over food choices. Respondents aged 16 to 32 years completed a between-group experimental task in an online survey (n = 1,000). Participants viewed a beverage with one of four FOP labels (text-only, octagon, triangle, or health star rating) and rated the label on its "harshness" and whether it made them feel more or less "in control" of their healthy eating decisions. Across all label conditions, at least 88% of respondents indicated the symbols were "about right" or "not harsh enough." At least 93% felt the symbols made them feel "more in control" or "neither less nor more in control." Participants viewing the health star rating were more likely to rate the symbol as "not harsh enough" and less likely to state that the symbol made them feel "more in control." There was no evidence to support industry claims that consumers perceive "high in" FOP symbols as harsh or as restricting their control. Indeed, most participants reported that the symbols were about the right harshness, and that they increased their control, including "stop sign" FOP symbols similar to those implemented in Chile.