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Testing Ultra-processed Warning Labels and Not-Ultra-processed Labels in United States
Sponsor: Johns Hopkins Bloomberg School of Public Health
Summary
This randomized controlled online experiment will test whether adding an ultra-processed food (UPF) warning label or a positive not-ultra-processed (Not-UPF) label, to the FDA's proposed Nutrition Information Box (NIB) changes consumer perceptions of UPFs among U.S. adults. Participants will be randomized to one of four label conditions and will evaluate UPF and Not-UPF products with different nutritional profiles of 3 food categories: yogurts, cereals, and sliced breads. The primary outcome is shelf choice and the secondary outcomes are correct identification of UPF products, perceived healthfulness, perceived usefulness, and perceived message effectiveness. This experiment aims to answer the following questions: Do UPF warning labels and Not-UPF labels shift shelf choice toward Not-UPF products compared to the NIB alone? Is a UPF warning label more effective than a Not-UPF label at shifting shelf choice, decreasing perceived healthfulness, improving correct identification of UPFs, and increasing perceived usefulness and perceived message effectiveness? Researchers will compare outcomes across the four randomized arms to estimate the independent effect of adding a UPF warning label versus a Not-UPF label beyond nutrient disclosure in the NIB alone.
Official title: Testing Adding Ultra-processed Warning Labels and Not-Ultra-Processed Labels in the FDA Nutrition Info Box, a Randomized Online Experiment in Adults in the United States
Key Details
Gender
All
Age Range
18 Years - Any
Study Type
INTERVENTIONAL
Enrollment
12400
Start Date
2026-10
Completion Date
2026-11-11
Last Updated
2026-10-08
Healthy Volunteers
Yes
Conditions
Interventions
NIB: Label exposure in mock-up UPF and Not-UPF products
This intervention consists of exposure to the FDA Nutrition Information Box (NIB) alone. Participants view mock-ups of UPF and Not-UPF products in 3 food categories (yogurts, cereals, and sliced breads), each displaying the NIB. This condition serves as the comparator for estimating how adding a UPF warning label or a Not-UPF label, independent of nutrient content, alters shelf choice, identification of UPF, perceived healthfulness, perceived usefulness, and perceived message effectiveness.
NIB+UPFWL: Label exposure in mock-up UPF and Not-UPF products
This intervention consists of exposure to a UPF warning label embedded within the NIB. Participants view mock-ups of UPF and Not-UPF products in 3 food categories (yogurts, cereals, and sliced breads), each displaying the NIB+UPFWL. This intervention tests a processing-based warning label, providing evidence on how a UPF warning label, independent of nutrient content, can alter shelf choice, identification of UPF, perceived healthfulness, perceived usefulness, and perceived message effectiveness.
NIB+Not-UPF Black: Label exposure in mock-up UPF and Not-UPF products
This intervention consists of exposure to a black Not-UPF label embedded NIB. Participants view mock-ups of UPF and Not-UPF products in 3 food categories (yogurts, cereals, and sliced breads), each displaying the NIB+Not UPF Black. This intervention tests a positive processing-based label, providing evidence on how a Not-UPF label, independent of nutrient content, can alter shelf choice, identification of UPF, perceived healthfulness, perceived usefulness, and perceived message effectiveness, compared with a UPF warning label and the NIB alone.
NIB+Not-UPF Green: Label exposure in mock-up UPF and Not-UPF products
This intervention consists of exposure to a green Not-UPF label embedded NIB. Participants view mock-ups of UPF and Not-UPF products in 3 food categories (yogurts, cereals, and sliced breads), each displaying the NIB+Not UPF Green. This intervention tests a positive processing-based label, providing evidence on how a Not-UPF label, independent of nutrient content, can alter shelf choice, identification of UPF, perceived healthfulness, perceived usefulness, and perceived message effectiveness, compared with a UPF warning label and the NIB alone.
Locations (1)
Johns Hopkins Bloomberg School of Public Health
Baltimore, Maryland, United States