Supermarket Labelling and Taxation Study
The Effect of Nutrient Warning vs. Traffic Light Labels and Taxation on Food Purchasing Behaviour Among UK Consumers: a Randomised Controlled Trial
University of Liverpool
600 participants
Feb 2, 2026
INTERVENTIONAL
Conditions
Summary
Participants will be assigned to one of four conditions: (i) nutrient warning labelling and no taxation, (ii) nutrient warning labelling and taxation, (iii) current traffic light labelling and taxation or (iv) a control condition (current traffic light labelling and no taxation). Participants will complete a food ordering task using a simulated online supermarket resembling a major UK retailer (Tesco), before purchasing their selected items for delivery/collection via the retailer. Food choices will be recorded, and participants will self-report intake of purchased food items.
Eligibility
Inclusion Criteria9
- Are a UK resident
- Are aged 18 years and above
- Are fluent in English
- Have access to a laptop/desktop computer with internet access
- Are willing to order, pay for, and eat a ready meal from Tesco for an evening meal
- Can access Home Delivery/Whoosh/Click \& Collect from Tesco
- Do not have any major dietary restrictions (e.g., vegetarian, vegan, gluten-free)
- Are not on any medication which affects appetite
- Do not have a current or past eating disorder diagnosis
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Interventions
Participants are shown food products displaying front-of pack nutrition labels (nutrient warning labels on products high in calories, saturated fat, salt, and/or sugar/traffic light labels) during a hypothetical food choice task.
Food prices displayed in the hypothetical food choice task include a 20% added tax on products high in calories, saturated fat, salt, and/or sugar.
Locations(1)
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NCT07339982