Did someone say cookies?—The effect of health warning labels on the intention to consume cookies

Abstract Aim The global rise in obesity and related diseases imposes significant burdens on health systems and economies. Governments need effective strategies to curb unhealthy eating habits. Health Warning Labels (HWLs) emerge as a cost-effective intervention. This study examines how different HWLs (text/image, text-only, and Nutri-Score) influence consumer intentions regarding sugar-added food consumption and explores their implications for public health policies and brand strategies. Subject and methods A randomized experimental study (N = 439) used a 3 (text/image vs. text only vs. control) × 2 (Nutri-Score vs. No Nutri-Score) between-subjects design to evaluate HWLs' effects on consumption intention. Results HWLs reduce the intention to consume cookies, with text/image labels exerting the strongest deterrent effect. Nutri-Scores had minimal impact unless paired with text-only labels. Perceived behavioral control significantly lowered consumption intention, while subjective norms increased it. Health consciousness did not directly alter consumption intention. Conclusion HWLs that incorporate images have the strongest impact on consumption intention. This reinforces their potential as public health tool and highlights their role in shaping consumer behavior and policy frameworks.