Increasing food labelling awareness through a massive open online course (MOOC)

Abstract To choose a balanced diet, consumers need to understand what is in the food they buy. However, studies indicate that food labels may be misunderstood or not used. Understanding food labels , a massive open online course (MOOC), using concise, factual and engaging information, aimed to increase consumers' awareness around food labelling information. Course engagement and participation were assessed by the end of course feedback, learning metrics and course completion rates. A pre‐ and post‐course survey was integrated into the MOOC to assess changes in food label use frequency and understanding. Furthermore, use and understanding of nutrition labels were explored by text analysis of one of the discussion forums. The initial course run attracted 2046 Joiners, of whom 65% (1320/2046) became Learners, 44% (905/2046) became Active Learners (those who marked at least one step as complete in a course) and 31% (281/905) of Active Learners completed at least 90% of course steps. The number of learners who fully completed the course was 281 of 1320 (21%). Those who completed the MOOC reported reading food labels more frequently at food purchasing ( p < 0.05), specifically reading the nutrition information more regularly ( p < 0.05) and reading labels more frequently when preparing food at home than before the MOOC. In addition, after completing the course, learners reported that they found food labels easier to understand ( p < 0.05) than before undertaking the course. Increasing consumer awareness, understanding and trust of food labelling could help consumers in their ability to make informed and healthier food choices.