Emotion and politics have drowned out science in the USA's genetically modified food labelling debate, according to sociologist Dr Carmen Bain.

Space to play or pause, M to mute, left and right arrows to seek, up and down arrows for volume. Listen Duration: 7 minutes 54 seconds 7 m Iowa State University sociologist Carmen Bain explains why scientific arguments are not winning out in the USA's GMO labelling debate ( Clint Jasper ) Download 3.6 MB

The Iowa State University academic studies the consumer and social acceptance of GMOs and describes the issue of labelling as a "wicked problem".

A bill to require GMO labelling on foods recently passed the US House of Representatives.

"Calls for labelling are always political," Dr Bain said.

"There are always social and economic interests at stake.

"If you look at the arguments GMO proponents use, and the arguments that have really resonated with segments of consumers, it has been nothing to do with science."

The most powerful arguments are those that frame the debate as one about consumer rights.

Dr Bain said those pushing for GMO labelling were using the issue as a proxy for their wider concerns about the food system and corporate agriculture.

"The organisations mobilising around the debate are really concerned about the environmental impacts pesticides have and sustainability issues," she said.

"They are using the GMOs because it has been a way they can connect with consumers."

Dr Bain is not betting the US will end up with mandatory labelling laws.

Sociologist Carmen Bain says anti-GMO campaigners use GM as a proxy for their wider concerns about corporate agriculture and the modern food system. ( Asian farmer/ Flickr CC BY-NC-SA )

But, she said, a growing trend of companies deciding to use their own labels could solve the problem with legislation.

Fast food chains like Chipotle and McDonalds and the supermarket chain Whole Foods all are either labelling GMO foods or refusing to carry GMO products.

"They don't really care about the science either, this is a great marketing opportunity," Ms Bain said.

"I have argued that if we see this trend continue it will in fact settle the debate, because most consumers don't care about GMOs.

"There is a small segment of what I call political or ethical consumers, who want non-GMO, organic food.

"If you can satisfy their needs, it will be much harder to mobilise people around a mandatory GMO labelling law."