Obesity or heart health warning labels on energy drinks? Comparing their relative effect on intentions to consume, and support for potential policy

Abstract

The growing popularity of caffeinated energy drinks (EDs) parallels the increasing concern regarding their adverse health effects. There is evidence that warning labels on sugar-sweetened beverages (SSBs) may impact intentions to consume, however little research has focused on EDs which are distinct from SSBs given the additional health risks associated with their high caffeine and stimulant content. This online randomised trial investigated whether a cardiac or obesity warning label was more effective in reducing intentions to consume EDs, and if so, whether the relationship was explained by perceived health threat and self-efficacy, as per the health belief model. Perceived label effectiveness and support for policy involving warning labels were also explored. Australian ED consumers aged 18 to 39 years (N=435) were randomly allocated to one of two warning label conditions: obesity, or cardiac. Overall the warning labels were found to be similarly effective, however the cardiac label produced greater intentions to reduce consumption for some subgroups. There was moderate support for policy involving ED warning labels. This study provides preliminary insights for the development of ED warning labels and suggests how with future research they may be an effective component of a multifaceted approach to curb excess ED consumption.