Digital marketing may increase energy drink usage among teens, study finds

05 Oct 2018 --- The digital marketing of energy drinks is more pervasive with young adults than other marketing methods, a study published in the Journal of Nutrition Education and Behavior has found, and it can also lead to increased consumption. The researchers are calling for more regulation of marketing to young adults through non-traditional avenues such as social media, as well as increased levels of nutritional education to deter them from the caffeinated beverages.

“Consumption of energy drinks is a public health concern in children and young adults because they may cause dental problems, cardiovascular and neurological issues, and in rare cases, death,”says Lead Author Limin Buchanan, PhD candidate, School of Health and Society, Early Start, Faculty of Social Sciences, University of Wollongong, Australia.

“Because Internet usage among this age group is so prevalent, digital marketing of unhealthy food and beverages may have a greater effect,” she adds.

Energy drinks have been linked to headaches and hyperactivity, and the sale of them to young people has come under increased scrutiny. Both the South Korean and British governments announced in August their resolves to curb the availability of such beverages to children.

The study
Researchers recruited 359 young adults from the New South Wales region through flyers, online ads and mentions in lectures. The group was primarily middle-class students who worked part-time. 

Over half of the student subjects had consumed energy drinks. They were asked to take a 44-question survey asking about exposure to and engagement with energy drink marketing, attitudes toward energy drink use, and frequency of consuming energy drinks. The results identified differences between users and non-users, although few respondents reported high levels of energy drink consumption.

Energy drink users reported both greater exposure to and engagement with digital marketing than non-users. While exposure alone was not a significant predictor of energy drink usage, engagement with digital marketing did increase usage. Examples of engagement include clicking on a social media ad or playing an online game. 

This engagement also increased their attitude towards the normalcy of energy drinks and their perceived likelihood to use energy drinks when pressured by peers. However, the study also showed that impact of digital marketing engagement was mediated by young adults' attitudes against energy drink usage and its normalcy, indicating that enhancing nutrition education knowledge among these individuals may reduce the effects of such marketing.

“Public health professionals have advocated for stronger regulations on marketing unhealthy foods to children through traditional media,” says Ms. Buchanan. “This advocacy could be expanded to include restrictions on digital marketing to young adults based on current research. Future nutrition education interventions may focus on strategies to lessen the appeal of energy drinks, denormalize energy drink use, and strengthen young adults' ability to reject this drink option when with peers.”