(P22-39-26) Testing Front-of-Package Labels on Packaged Food for Adult & Adolescent Population in Bangladesh

Objectives: This study aimed to evaluate the impact of four Front-of-pack Labelling (FOPL), including Warning Labels (WLs) Health Star Rating (HSR), Multiple Traffic Light (MTL), and Guideline Daily Amount (GDA), on consumers’ ability to identify foods high in nutrients of concern and their intent to purchase these products.

Methods: A nationally representative randomized controlled trial was conducted across all eight divisions of Bangladesh among adolescents (10–18 years) and adults (19–60 years). Participants were randomly assigned to one of five arms (control, WL, HSR, MTL, or GDA) and evaluated using mock packaged foods. Primary outcomes included correct identification of foods high in sugar, sodium, saturated fat, or calories, and intention to purchase these products. Secondary outcomes included perceived unhealthiness, perceived message effectiveness (PME), and cognitive elaboration. Tertiary outcomes assessed reactions to FOPL formats, including perceived understanding, learning, truthfulness, support for implementation, attention, unpleasantness, and health concern.

Results: All labels demonstrated significant improvements; however, WLs had the greatest impact on correct product identification among both adolescents and adults. Compared with the control (14–15%), correct identification was significantly higher with WLs (68–73%) and MTL labels (62–65%) (p < 0.001). WLs were the most effective at reducing adults’ purchase intentions, whereas both WLs and MTLs were most effective among adolescents. All FOPL formats improved psychological responses versus control. WLs, followed by MTL, had the strongest effects on perceived unhealthiness, health concern, PME, and cognitive elaboration. WLs and MTLs also enhanced perceived understanding, learning, credibility, and support for labeling, with WLs most strongly discouraging consumption and increasing health concern.

Conclusions: Interpretive FOPL systems outperform non-interpretive labels in supporting consumer understanding, with WLs emerging as the most effective format. These findings provide strong, locally generated evidence to support the introduction of mandatory WLs as an evidence-based FOPL policy in Bangladesh to promote healthier food choices and reduce diet-related NCDs.

Funding Sources: This research was supported by Bloomberg Philanthropies.