Researchers: Orly Tamir¹

Background: Studies to evaluate the judgmental labeling of food products in Israel show positive impact on purchasing and consumption habits. However, little is known about its potential negative aspects.

Objectives: 1. To review food labeling regulations in other countries and to describe means to overcome unintended negative effects.
2. To Identify negative effects of the judgmental labeling of food products regulation, estimate their magnitude and extent.
3. To define means to reduce the negative effects by subgroup and effect type.

Method: A descriptive cross-sectional study using an online self-report questionnaire. Data were collected from 3,292 Israeli Jewish and Arab adults. Findings were discussed with health promotion advocates and policy makers.

Findings: Survey results from the Israeli sample revealed five major adverse effects: 1. Decrease in purchase of products with a green label due to a misconception that they are more expensive. 2. Confusion regarding recommended foods due to misunderstanding of labels and their absence on certain products. 3. Negative feelings/aversion regarding red labeled products. 4. Disregard of labels due to lack confidence in their scientific basis. 5. Negative eating behaviors and feelings due to labels. Consistency was found in some of the effects among the sub-populations in the study. Differences were mainly associated with socio-demographic parameters.

Conclusions: The regulation has several unintended negative effects on the public mainly due to gaps in knowledge and understanding.
Recommendations/policy implications:

Recommendations: Proactive education is needed regarding the rationale for the food labelling regulation, the professional definitions according to which the labels were determined, the meaning of each label, and the meaning of their absence. These issues should be publicly addressed using various means and methods tailored to the specific characteristics of each population group, with particular focus on those who are more likely to be negatively influenced by the regulation.

Research end date: 12/2023