Perceptions of and Reactions to Ultra-Processed Menu Label Designs
NCT ID: NCT07214805
Last Updated: 2025-11-10
Study Results
The study team has not published outcome measurements, participant flow, or safety data for this trial yet. Check back later for updates.
Basic Information
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RECRUITING
NA
12400 participants
INTERVENTIONAL
2025-10-09
2025-11-30
Brief Summary
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Detailed Description
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This exploratory study will use a factorial experiment to assess different UPF label designs. Participants will be randomized to view a fast-food menu excerpt with one of sixteen labeling schemes, varying by message ("Ultra-Processed" vs. "Contains Food Additives" vs. "Warning: Ultra-Processed" vs. "Warning: UPF"), background and text color (red background with white text vs. yellow background with black text), and type (icon-plus-text vs. text-only). All menus will consist of a selection of food and beverage items, and select items will have the UPF label.
Participants will be shown the menu and the label in isolation and will then be asked about the participant's interpretations of the label, reactions to the label, perceived message effectiveness (PME) of the label, how helpful the participant finds the label to be, and the participant's intention to purchase a menu item with the label. The participants will also be shown two different individual fast-food items with the label to which the participant was randomized in random order and asked about the perceived appeal and healthfulness of the menu items.
The primary outcome will be intention to purchase a hypothetical menu item with the label. Secondary outcomes include label interpretation, perceived label understandability, perceived label believability, perception that the label grabbed attention, perceived message effectiveness (PME) of the label, perceived helpfulness of the label. Other outcomes include perceived level of appeal of menu items, and perceived level of healthfulness of menu items.
Conditions
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Keywords
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Study Design
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RANDOMIZED
PARALLEL
PREVENTION
NONE
Study Groups
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Warning UPF, Yellow, Text-only Labels
A yellow text-only label that reads "WARNING: UPF" in black text will be placed beneath ultra-processed menu items.
Warning UPF, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Ultra-Processed, Red, Icon-plus-text Labels
A red icon-plus-text label that reads "ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Ultra-Processed, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Red, Icon-plus-text Labels
A red icon-plus-text label that reads "CONTAINS FOOD ADDITIVES" in white text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Contains Food Additives, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Red, Icon-plus-text Labels
A red icon-plus-text label that reads "WARNING: ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Warning Ultra-Processed, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning UPF, Red, Icon-plus-text Labels
A red icon-plus-text label that reads "WARNING: UPF" in white text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Warning UPF, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Ultra-Processed, Yellow, Icon-plus-text Labels
A yellow icon-plus-text label that reads "ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Ultra-Processed, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Yellow, Icon-plus-text Labels
A yellow icon-plus-text label that reads "CONTAINS FOOD ADDITIVES" in black text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Contains Food Additives, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Yellow, Icon-plus-text Labels
A yellow icon-plus-text label that reads "WARNING: ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Warning Ultra-Processed, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning UPF, Yellow, Icon-plus-text Labels
A yellow icon-plus-text label that reads "WARNING: UPF" in black text will be placed beneath ultra-processed menu items. Labels will include a triangle icon with an exclamation point directly preceding the label text.
Warning UPF, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Ultra-Processed, Red, Text-only Labels
A red text-only label that reads "ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items.
Ultra-Processed, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Red, Text-only Labels
A red text-only label that reads "CONTAINS FOOD ADDITIVES" in white text will be placed beneath ultra-processed menu items.
Contains Food Additives, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Red, Text-only Labels
A red text-only label that reads "WARNING: ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items.
Warning Ultra-Processed, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning UPF, Red, Text-only Labels
A red text-only label that reads "WARNING: UPF" in white text will be placed beneath ultra-processed menu items.
Warning UPF, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Ultra-Processed, Yellow, Text-only Labels
A yellow text-only label that reads "ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items.
Ultra-Processed, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Yellow, Text-only Labels
A yellow text-only label that reads "CONTAINS FOOD ADDITIVES" in black text will be placed beneath ultra-processed menu items.
Contains Food Additives, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Yellow, Text-only Labels
A red text-only label that reads "WARNING: ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items.
Warning Ultra-Processed, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Interventions
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Ultra-Processed, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning UPF, Red, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Red, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Ultra-Processed, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning UPF, Yellow, Icon-plus-text Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Yellow, Icon-plus-text labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Ultra-Processed, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning UPF, Red, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Red, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Ultra-Processed, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Ultra-Processed, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Contains Food Additives, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Contains Food Additives, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning Ultra-Processed, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning Ultra-Processed, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Warning UPF, Yellow, Text-only Labels
Participants will view a fast-food restaurant menu excerpt. Each menu item will be displayed with an image of the item, name, price, and total calories. The Warning UPF, Yellow, Text-only labels will be displayed next to items that are ultra-processed. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.
Eligibility Criteria
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Inclusion Criteria
* Member of the CloudResearch panel
* Residing in the United States
Exclusion Criteria
* Not residing in the United States
* Completed the survey implausibly quickly based on the distribution of the time to complete the survey among all participants
* Failed the built-in Qualtrics survey fraud detection measures
* Failed attention check question included in the survey
18 Years
ALL
Yes
Sponsors
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National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
NIH
Johns Hopkins Bloomberg School of Public Health
OTHER
Responsible Party
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Principal Investigators
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Julia Wolfson, PhD, MPP
Role: PRINCIPAL_INVESTIGATOR
Johns Hopkins Bloomberg School of Public Health
Locations
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Johns Hopkins Bloomberg School of Public Health
Baltimore, Maryland, United States
Countries
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Central Contacts
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Other Identifiers
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IRB00034378-2
Identifier Type: -
Identifier Source: org_study_id