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A UK government agency document encouraging plant-based diets has been swiftly removed right after publication.
The Net Zero: principles for successful behavior change initiatives paper was uploaded by the Behavioural Insights Team and commissioned by the Department for Business.
Government plan deleted
Within the paper, recommendations are exhibited to help the country reach net-zero emission targets by 2050.
In order to meet these targets, a âsignificantâ change in behavior is required, it reads, and this canât be put down to individual choice. Rather, it says, the government plays the âbiggest roleâ in driving these changes.
Additionally, the Behavioural Insights Team itself was set up by the government to improve public services. Also called the Nudge Unit, it is a social purpose organization, known for its part in establishing the sugar levy.
The document it published was spotted by the BBC, who obtained a copy before it was reportedly replaced with a note saying it had been uploaded by mistake.
Plant-based recommendations
It states: âFood consumption is a largely automatic, habit-based behavior, strongly driven by cues in our physical, social, and price environment.
âEvidence shows that altering this choice environment is more effective than prompting or imploring people to adopt sustainable diet choices.â
Additionally, nods are made to the sugar levy amongst calls for producers to âincentivizeâ a âreformulationâ of carbon-heavy products.
Further, it suggests an environmental rating for supermarkets and states that low-carbon choices should be made âeasierâ for consumers.
This is demonstrated by drawing comparisons to e-cigarettes and plant-based meat alternatives.
âIncreased availability of plant-based or lab-grown substitues can reduce demand for ruminant products â by increasing choice, not restricting it.â
Net Zero: principles for successful behavior change initiatives
Sustainable choices shouldnât be more expensive, it adds. And changes canât come soon enough amid the âlack of progressâ in obesity rates over the past three decades.
Despite this, it accepts that calling on people to eat less meat and dairy is a âmajor political challengeâ â though âsmaller asksâ could make it possible.
The document release comes after the government has been repeatedly put under fire for being close-mouthed on advocating plant-based diets â ahead of COP26, in particular.
Source: Plantbasednews.org