Adherence
Consumers exhibit significantly higher skepticism toward food advertisements than toward food labels, yet remain generally skeptical of both, including the Nutrition Facts Panel (NFP).
Do not assume that seeing a Nutrition Facts Panel or a government-regulated label automatically means a consumer will trust or use it. Consumers are skeptical of both ads and labels, though they trust labels slightly more. To improve adherence, labels must be designed to overcome this inherent skepticism, perhaps by being clearer and less misleading, rather than relying on the assumption that regulation alone builds trust.
Consumers, while skeptical of both food ads and food labels, are more skeptical of ads than of labels... respondents in our study were generally skeptical of the government’s role in ensuring the veracity of claims made both in food ads and on labels.
Why this rating
Replication study with large sample sizes (n>900 per survey) across multiple surveys, showing consistent results.
Source
Scepticism of food labelling versus food advertising: a replication and extension
Debra Jones Ringold · Journal of Marketing Management · 2021
This is one finding among thousands. Every one is graded and traced to its source, so you can see what the evidence actually supports. Browse the research →