Just when you thought it was safe to enjoy a hamburger, a new study from Durham University in the U.K. suggests that cigarette-style graphic warning labels depicting the worst effects of so-called climate change might encourage citizens to consume less meat, which the researchers claim will “improve public health and reduce the UK’s carbon footprint.”

The study, “Impact of pictorial warning labels on meat meal selection: A randomised experimental study with UK meat consumers,” can be read in Appetite, a scientific journal that looks at normal and disordered eating and drinking in animals and humans.