Food ChoicesNCT07214805
Perceptions of and Reactions to Ultra-Processed Menu Label Designs
A study testing Ultra-Processed, Red, Icon-plus-text Labels, Contains Food Additives, Red, Icon-plus-text Labels and Warning Ultra-Processed, Red, Icon-plus-text Labels in people with Food Choices, run by Johns Hopkins Bloomberg School of Public Health at 1 site in United States.
Trial summary
The primary objective of this study is to explore perceptions and understanding of different menu label designs related to ultra-processed foods (UPF). Participants will be randomized to view a fast-food online menu excerpt featuring one of sixteen labeling conditions and then will answer questions about the… Read more about this study
- Who is it for?
- Ages 18 years and olderHealthy volunteers can take part
- Conditions the study is for
- Food Choices
- What is being tested?
- Ultra-Processed, Red, Icon-plus-text Labels, Contains Food Additives, Red, Icon-plus-text Labels and Warning Ultra-Processed, Red, Icon-plus-text Labels
- Type of treatment
- Lifestyle or therapy programme
- Could I receive a placebo?
- No, everyone receives an active treatment
- How many people
- 14,720 participants
- Where
- 1 siteUnited States
- Study dates
- 9 Oct 2025to 2 Nov 2025
- Phase
- Interventional
- Are there results?
- None posted in the registry
Key requirements
Who can take part, as listed by the sponsor. Only the study team can confirm whether you are eligible, so take this list to your doctor.
- Ages 18 years and older
- All sexes
- Healthy volunteers accepted
- Adult, Older adult
Who may be able to join
- - 18 years of age or older
- Member of the CloudResearch panel
- Residing in the United States
Who cannot join
- <18 years of age
- 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
Trial locations and contacts
1 site in 1 country.
United States1 site
Johns Hopkins Bloomberg School of Public Health
Baltimore, Maryland, 21205
About this study
Official title: Understanding Perceptions of and Reactions to Ultra-processed Food Label Designs
The primary objective of this study is to explore perceptions and understanding of different menu label designs related to ultra-processed foods (UPF). Participants will be randomized to view a fast-food online menu excerpt featuring one of sixteen labeling conditions and then will answer questions about the participant's reactions to and interpretations of the label, perceived label effectiveness, the intention to purchase a menu item with the label, as well as the participant's perceptions of fast-food menu items with and without the label.
Read the detailed description
This survey will explore the perceptions and understanding of different hypothetical UPF menu label designs. The survey research firm CloudResearch will recruit a sample of ~12,400 adults aged 18 years and older who reside in the United States.
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
- Food Choices
- Being tested
- Ultra-Processed, Red, Icon-plus-text Labels, Contains Food Additives, Red, Icon-plus-text Labels, Warning Ultra-Processed, Red, Icon-plus-text Labels, Warning UPF, Red, Icon-plus-text Labels, Ultra-Processed, Yellow, Icon-plus-text Labels
- Keywords
- food labeling, ultra-processed foods
What participants receive
What participants receive. In a randomised study each person is assigned to one group by chance.
Ultra-Processed, Red, Icon-plus-text LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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 LabelsBehavioural
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.
| Study group | Role | What they receive |
|---|---|---|
| Ultra-Processed, Red, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Ultra-Processed, Red, Icon-plus-text Labels |
| Contains Food Additives, Red, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Contains Food Additives, Red, Icon-plus-text Labels |
| Warning Ultra-Processed, Red, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Warning Ultra-Processed, Red, Icon-plus-text Labels |
| Warning UPF, Red, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Warning UPF, Red, Icon-plus-text Labels |
| Ultra-Processed, Yellow, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Ultra-Processed, Yellow, Icon-plus-text Labels |
| Contains Food Additives, Yellow, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Contains Food Additives, Yellow, Icon-plus-text Labels |
| Warning Ultra-Processed, Yellow, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Warning Ultra-Processed, Yellow, Icon-plus-text Labels |
| Warning UPF, Yellow, Icon-plus-text Labels | Experimental | 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. Receives: Behavioral: Warning UPF, Yellow, Icon-plus-text Labels |
| Ultra-Processed, Red, Text-only Labels | Experimental | A red text-only label that reads "ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items. Receives: Behavioral: Ultra-Processed, Red, Text-only Labels |
| Contains Food Additives, Red, Text-only Labels | Experimental | A red text-only label that reads "CONTAINS FOOD ADDITIVES" in white text will be placed beneath ultra-processed menu items. Receives: Behavioral: Contains Food Additives, Red, Text-only Labels |
| Warning Ultra-Processed, Red, Text-only Labels | Experimental | A red text-only label that reads "WARNING: ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items. Receives: Behavioral: Warning Ultra-Processed, Red, Text-only Labels |
| Warning UPF, Red, Text-only Labels | Experimental | A red text-only label that reads "WARNING: UPF" in white text will be placed beneath ultra-processed menu items. Receives: Behavioral: Warning UPF, Red, Text-only Labels |
| Ultra-Processed, Yellow, Text-only Labels | Experimental | A yellow text-only label that reads "ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items. Receives: Behavioral: Ultra-Processed, Yellow, Text-only Labels |
| Contains Food Additives, Yellow, Text-only Labels | Experimental | A yellow text-only label that reads "CONTAINS FOOD ADDITIVES" in black text will be placed beneath ultra-processed menu items. Receives: Behavioral: Contains Food Additives, Yellow, Text-only Labels |
| Warning Ultra-Processed, Yellow, Text-only Labels | Experimental | A red text-only label that reads "WARNING: ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items. Receives: Behavioral: Warning Ultra-Processed, Yellow, Text-only Labels |
| Warning UPF, Yellow, Text-only Labels | Experimental | A yellow text-only label that reads "WARNING: UPF" in black text will be placed beneath ultra-processed menu items. Receives: Behavioral: Warning UPF, Yellow, Text-only Labels |
What is being measured
The primary outcome is the main question the study is designed to answer.
Intention to purchase
Intention to purchase is measured with the survey question: "How likely would you be to purchase a menu item with this label?" Response options are a 5-point Likert scale: 1=Very unlikely, 2=Unlikely, 3=Somewhat unlikely, 4=Neither likely nor unlikely, 5=Somewhat likely, 6=Likely, 7=Very likely. A higher rating is better.
Measured: Immediately after viewing the menu excerpt and label image
Secondary outcomes (6)
Label interpretation
Label interpretation is assessed with the survey question: "Imagine that you are in a fast-food restaurant (such as Dunkin') to order for yourself. Next, is a question about the label, as displayed on the menu example. If you saw this label next to an item on the menu, what would you think the label indicates about the item? [check all that apply]". Response options provided are a range of statements about the menu item, including 1="This menu item is unhealthy", 2="This menu item contains artificial ingredients", 3="This menu item used a lot of natural resources to produce", 4="This menu item will keep you full for a long time", 5="This menu item is bad for the environment, 6="This menu item costs more", 7="This menu item was made using industrial processing techniques", "This menu item is high in (8) sugar (9) sodium, (10) saturated fat, (11) calories". Also included are "I don't know" and an "Other" option with open-text entry.
Measured: Immediately after viewing the menu excerpt and label
Perceived label understandability
After viewing the label, participants will be asked how much the participant agrees or disagrees with the following statement: "This label is easy to understand". Response options are a unipolar 5-point Likert scale: 1=Not at all, 2=A little bit, 3=Somewhat, 4=Quite a bit, 5=A great deal. A higher ranking is better.
Measured: Immediately after viewing the menu excerpt and label image
Perceived label believability
After viewing the label, participants will be asked how much the participant agrees or disagrees with the following statement: "This label is believable to me". Response options are a unipolar 5-point Likert scale: 1=Not at all, 2=A little bit, 3=Somewhat, 4=Quite a bit, 5=A great deal. A higher ranking is better.
Measured: Immediately after viewing the menu excerpt and label image
Perception that label grabbed attention
After viewing the label, participants will be asked how much the participant agrees or disagrees with the following statement: "This label grabs my attention". Response options are a unipolar 5-point Likert scale: 1=Not at all, 2=A little bit, 3=Somewhat, 4=Quite a bit, 5=A great deal. A higher ranking is better.
Measured: Immediately after viewing the menu excerpt and label image
Perceived message effectiveness (PME) as assessed by the University of North Carolina (UNC)-PME scale
Perceived message effectiveness (PME) is measured using the unipolar 3-item University of North Carolina (UNC)-PME scale. Participants will be asked how much each label discourages consumption of or evokes concern of unpleasantness about consumption of foods with the label. After viewing the label, participants will be asked how much the participant agrees or disagrees with the following statements: "This label discourages me from wanting to eat foods with this label", "This label makes foods with this label seem unpleasant", and "This label makes me concerned about the health effects of eating menu items with this label". Response options are a 5-point Likert scale: 1=Not at all, 2=A little bit, 3=Somewhat, 4=Quite a bit, 5=A great deal. A higher ranking is better.
Measured: Immediately after viewing the menu excerpt and label image
Perceived label helpfulness
Perceived label helpfulness is measured with the survey question: "How helpful would you find this label when deciding what to order at a fast-food restaurant?" Response options are a 7-point Likert scale: 1=Very unhelpful, 2=Unhelpful, 3=Somewhat unhelpful, 4=Neither helpful nor unhelpful, 5=Somewhat helpful, 6=Helpful, 7=Very helpful. A higher ranking is better.
Measured: Immediately after viewing the menu excerpt and label image
Timeline
From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.
- First posted9 Oct 2025
- Study start9 Oct 2025
- Primary completion2 Nov 2025
- Study completion2 Nov 2025
Resources
- Official record on ClinicalTrials.govThe registry entry this page is built from, with its full change history.
- Other trials for Food ChoicesStudies of the same condition, open and under way.
- More trials run by Johns Hopkins Bloomberg School of Public HealthThe sponsor's other registered studies.
- What the trial phases meanHow a treatment moves from first tests in people to approval.
More details
For doctors and researchers: how the study is designed, who runs it, and its registry IDs.
Study design
- Study type
- Interventional
- Phase
- Phase N/A
- Primary purpose
- Prevention
- Allocation
- Randomised
- Intervention model
- Parallel groups
- Model description
- Participants will be randomized to view a fast-food online ordering menu 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 with white text vs. yellow with black text), and type (icon-plus-text vs. text-only). Participants will be asked about a hypothetical intention to purchase a menu item with the label to which the participants were randomized.
- Masking
- None (open label)
- Enrolment
- 14,720 participants (actual)
Sponsor and investigators
- Lead sponsor
- Johns Hopkins Bloomberg School of Public Health
- Sponsor type
- University, hospital or other
- Responsible party
- Sponsor
- Investigators
- Julia Wolfson, PhD, MPP, Principal investigator, Johns Hopkins Bloomberg School of Public Health
IDs, dates and publications
- ClinicalTrials.gov ID
- NCT07214805
- Sponsor's protocol ID
- IRB00034378-2
- Other IDs
- 5R01DK139327-02
- Status last verified
- Dec 2025
- First submitted
- 6 Oct 2025
- Last updated
- 11 Dec 2025
- Results posted
- No
- Data monitoring committee
- No
- FDA-regulated drug
- No
- FDA-regulated device
- No
- Individual data sharing
- Yes: The investigators will share anonymous individual level data with members of the research team and with other interested researchers upon request. After results have been published the investigators will make study data available on Open Science Framework consistent with the Data Sharing and Management Plan.
Study at a glance
From the registry record, last updated by the sponsor on 11 Dec 2025. Recruitment status is as the sponsor reported it: confirm with the study team.
- Official title
- Understanding Perceptions of and Reactions to Ultra-processed Food Label Designs
- ClinicalTrials.gov ID
- NCT07214805
- Acronym / sponsor ID
- IRB00034378-2
- Conditions
- Food Choices
- Keywords
- food labeling, ultra-processed foods
- Study type
- Interventional
- Recruitment status
- Completed
- Enrolment
- 14,720 participants (actual)
- Lead sponsor
- Johns Hopkins Bloomberg School of Public HealthUniversity, hospital or other
- Collaborators
- National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
- Study start
- 9 Oct 2025 (actual)
- Primary completion
- 2 Nov 2025 (actual)
- Study completion
- 2 Nov 2025 (actual)
- First posted
- 9 Oct 2025 (actual)
- Results
- Not posted in the source record
Clinical summary
The research question as the sponsor registered it. This describes what the study plans to test, not what it found.
The primary objective of this study is to explore perceptions and understanding of different menu label designs related to ultra-processed foods (UPF). Participants will be randomized to view a fast-food online menu excerpt featuring one of sixteen labeling conditions and then will answer questions about the participant's reactions to and interpretations of the label, perceived label effectiveness, the intention to purchase a menu item with the label, as well as the participant's perceptions of fast-food menu items with and without the label.
Detailed description
This survey will explore the perceptions and understanding of different hypothetical UPF menu label designs. The survey research firm CloudResearch will recruit a sample of ~12,400 adults aged 18 years and older who reside in the United States.
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.
Study design
- Primary purpose
- Prevention
- Allocation
- Randomised
- Intervention model
- Parallel groups
- Masking
- None (open label)
- Number of arms
- 16
- Model description
- Participants will be randomized to view a fast-food online ordering menu 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 with white text vs. yellow with black text), and type (icon-plus-text vs. text-only). Participants will be asked about a hypothetical intention to purchase a menu item with the label to which the participants were randomized.
| Arm | Type | Receives |
|---|---|---|
| Ultra-Processed, Red, Icon-plus-text Labels | Experimental | Behavioral: Ultra-Processed, Red, Icon-plus-text LabelsA 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. |
| Contains Food Additives, Red, Icon-plus-text Labels | Experimental | Behavioral: Contains Food Additives, Red, Icon-plus-text LabelsA 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. |
| Warning Ultra-Processed, Red, Icon-plus-text Labels | Experimental | Behavioral: Warning Ultra-Processed, Red, Icon-plus-text LabelsA 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 UPF, Red, Icon-plus-text Labels | Experimental | Behavioral: Warning UPF, Red, Icon-plus-text LabelsA 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. |
| Ultra-Processed, Yellow, Icon-plus-text Labels | Experimental | Behavioral: Ultra-Processed, Yellow, Icon-plus-text LabelsA 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. |
| Contains Food Additives, Yellow, Icon-plus-text Labels | Experimental | Behavioral: Contains Food Additives, Yellow, Icon-plus-text LabelsA 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. |
| Warning Ultra-Processed, Yellow, Icon-plus-text Labels | Experimental | Behavioral: Warning Ultra-Processed, Yellow, Icon-plus-text LabelsA 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 UPF, Yellow, Icon-plus-text Labels | Experimental | Behavioral: Warning UPF, Yellow, Icon-plus-text LabelsA 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. |
| Ultra-Processed, Red, Text-only Labels | Experimental | Behavioral: Ultra-Processed, Red, Text-only LabelsA red text-only label that reads "ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items. |
| Contains Food Additives, Red, Text-only Labels | Experimental | Behavioral: Contains Food Additives, Red, Text-only LabelsA red text-only label that reads "CONTAINS FOOD ADDITIVES" in white text will be placed beneath ultra-processed menu items. |
| Warning Ultra-Processed, Red, Text-only Labels | Experimental | Behavioral: Warning Ultra-Processed, Red, Text-only LabelsA red text-only label that reads "WARNING: ULTRA-PROCESSED" in white text will be placed beneath ultra-processed menu items. |
| Warning UPF, Red, Text-only Labels | Experimental | Behavioral: Warning UPF, Red, Text-only LabelsA red text-only label that reads "WARNING: UPF" in white text will be placed beneath ultra-processed menu items. |
| Ultra-Processed, Yellow, Text-only Labels | Experimental | Behavioral: Ultra-Processed, Yellow, Text-only LabelsA yellow text-only label that reads "ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items. |
| Contains Food Additives, Yellow, Text-only Labels | Experimental | Behavioral: Contains Food Additives, Yellow, Text-only LabelsA yellow text-only label that reads "CONTAINS FOOD ADDITIVES" in black text will be placed beneath ultra-processed menu items. |
| Warning Ultra-Processed, Yellow, Text-only Labels | Experimental | Behavioral: Warning Ultra-Processed, Yellow, Text-only LabelsA red text-only label that reads "WARNING: ULTRA-PROCESSED" in black text will be placed beneath ultra-processed menu items. |
| Warning UPF, Yellow, Text-only Labels | Experimental | Behavioral: Warning UPF, Yellow, Text-only LabelsA yellow text-only label that reads "WARNING: UPF" in black text will be placed beneath ultra-processed menu items. |
Who may qualify
- Ages
- 18 years and older
- Sex
- All
- Healthy volunteers
- Accepted
- Age groups
- Adult, Older adult
Key inclusion criteria (3 listed)
- - 18 years of age or older
- Member of the CloudResearch panel
- Residing in the United States
Key exclusion criteria (5 listed)
- <18 years of age
- 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
Eligibility is decided by the study team after screening; this overview does not establish that a patient qualifies. Full inclusion and exclusion criteria.
Interventions
| Intervention | Type | Arms |
|---|---|---|
| Ultra-Processed, Red, Icon-plus-text LabelsParticipants 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. | Behavioural | Ultra-Processed, Red, Icon-plus-text Labels |
| Contains Food Additives, Red, Icon-plus-text LabelsParticipants 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. | Behavioural | Contains Food Additives, Red, Icon-plus-text Labels |
| Warning Ultra-Processed, Red, Icon-plus-text LabelsParticipants 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. | Behavioural | Warning Ultra-Processed, Red, Icon-plus-text Labels |
| Warning UPF, Red, Icon-plus-text LabelsParticipants 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. | Behavioural | Warning UPF, Red, Icon-plus-text Labels |
| Ultra-Processed, Yellow, Icon-plus-text LabelsParticipants 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. | Behavioural | Ultra-Processed, Yellow, Icon-plus-text Labels |
| Contains Food Additives, Yellow, Icon-plus-text LabelsParticipants 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. | Behavioural | Contains Food Additives, Yellow, Icon-plus-text Labels |
| Warning Ultra-Processed, Yellow, Icon-plus-text LabelsParticipants 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. | Behavioural | Warning Ultra-Processed, Yellow, Icon-plus-text Labels |
| Warning UPF, Yellow, Icon-plus-text LabelsParticipants 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. | Behavioural | Warning UPF, Yellow, Icon-plus-text Labels |
| Ultra-Processed, Red, Text-only LabelsParticipants 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. | Behavioural | Ultra-Processed, Red, Text-only Labels |
| Contains Food Additives, Red, Text-only LabelsParticipants 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. | Behavioural | Contains Food Additives, Red, Text-only Labels |
| Warning Ultra-Processed, Red, Text-only LabelsParticipants 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. | Behavioural | Warning Ultra-Processed, Red, Text-only Labels |
| Warning UPF, Red, Text-only LabelsParticipants 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. | Behavioural | Warning UPF, Red, Text-only Labels |
| Ultra-Processed, Yellow, Text-only LabelsParticipants 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. | Behavioural | Ultra-Processed, Yellow, Text-only Labels |
| Contains Food Additives, Yellow, Text-only LabelsParticipants 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. | Behavioural | Contains Food Additives, Yellow, Text-only Labels |
| Warning Ultra-Processed, Yellow, Text-only LabelsParticipants 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. | Behavioural | Warning Ultra-Processed, Yellow, Text-only Labels |
| Warning UPF, Yellow, Text-only LabelsParticipants 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. | Behavioural | Warning UPF, Yellow, Text-only Labels |
Primary outcome
Intention to purchase
Time frame: Immediately after viewing the menu excerpt and label image
Intention to purchase is measured with the survey question: "How likely would you be to purchase a menu item with this label?" Response options are a 5-point Likert scale: 1=Very unlikely, 2=Unlikely, 3=Somewhat unlikely, 4=Neither likely nor unlikely, 5=Somewhat likely, 6=Likely, 7=Very likely. A higher rating is better.
6 secondary outcomes
Label interpretation
Time frame: Immediately after viewing the menu excerpt and label
Perceived label understandability
Time frame: Immediately after viewing the menu excerpt and label image
Perceived label believability
Time frame: Immediately after viewing the menu excerpt and label image
Perception that label grabbed attention
Time frame: Immediately after viewing the menu excerpt and label image
Perceived message effectiveness (PME) as assessed by the University of North Carolina (UNC)-PME scale
Time frame: Immediately after viewing the menu excerpt and label image
Perceived label helpfulness
Time frame: Immediately after viewing the menu excerpt and label image
Results and safety
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
Research links
- Official record on ClinicalTrials.govLast updated by the sponsor 11 Dec 2025.
- Individual participant dataSharing planned: Yes. The investigators will share anonymous individual level data with members of the research team and with other interested researchers upon request. After results have been published the investigators will make study data available on Open Science Framework consistent with the Data Sharing and Management Plan.
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Referral and contact
AzTrials does not enrol participants or take referrals. Contact the study team or a site listed below; they decide who can take part. This study is not recruiting at the moment.
Julia Wolfson, PhD, MPP principal investigator
Johns Hopkins Bloomberg School of Public Health
1 site in 1 country: see every site and its status.
Questions about this trial
What is this clinical trial studying?
A study testing Ultra-Processed, Red, Icon-plus-text Labels, Contains Food Additives, Red, Icon-plus-text Labels and Warning Ultra-Processed, Red, Icon-plus-text Labels in people with Food Choices, run by Johns Hopkins Bloomberg School of Public Health at 1 site in United States.
The full registered description is in the About this study section and the official record.
Who may be eligible to take part?
The sponsor lists 3 inclusion and 5 exclusion criteria. Eligibility is decided by the study team after screening, so read the full criteria and contact a listed site.
Is this clinical trial currently recruiting?
The record says: finished, as of the sponsor's last update on 11 Dec 2025. Status can change between updates, so confirm with the study contact before making plans.
Where is the study taking place?
The record lists 1 site in United States. Whether a site is taking part right now should be confirmed with that site. See every site.
What are the possible benefits and risks?
They depend on the study and the treatment, and no study can promise a benefit. The study team explains the known risks during informed consent, before anyone joins; the record itself does not list them.
Are results available for this study?
The study is completed, but results are not available in the source record. That does not mean the treatment did or did not work.
How can a doctor refer a patient or contact the research team?
The record lists no contact. The official record names the sponsor, who can be asked directly. AzTrials does not enrol participants or take referrals.
What does the primary outcome measure?
Intention to purchase (time frame: Immediately after viewing the menu excerpt and label image). It is what the study was designed to measure, not a finding.
Where can I read the original study information?
Does a listing mean the treatment is approved or proven to work?
No. A listing means the study is registered. It does not show that the treatment is safe, works, or is approved by a regulator.
How often is this information updated?
AzTrials copies changed records from ClinicalTrials.gov every night and reloads the whole registry every week. The sponsor last updated this record on 11 Dec 2025.