Sugary Drinks, Youth, and Marketing

by Jon Scaccia December 26, 2024

Imagine you’re scrolling through social media, and an ad for a fizzy, brightly colored soda pops up. It’s engaging, maybe featuring a celebrity or a catchy jingle, and before you know it, you’re thinking about the drink.

Now imagine you’re my pre-teen son, and the drink is PRIME.

This is the reality for millions of children and adolescents worldwide. New research sheds light on the powerful influence sugary drink (SD) marketing has on young people and why this matters for public health.

The Sugary Drink Problem: More Than Just Sweetness

Sugary drinks, including soft drinks, fruit juices, and sports beverages, are a leading source of added sugars in children’s diets. These drinks are not just empty calories; excessive consumption contributes to a host of health problems, from obesity to early onset of non-communicable diseases like diabetes and heart disease. Despite efforts in some countries to curb consumption, global trends remain concerning. In Canada, for example, youth consume an average of 578 ml of sugary drinks daily. This isn’t unique to Canada—countries around the globe face similar challenges.

The World Health Organization (WHO) has long identified sugary drink marketing as a critical area for policy action. But why does marketing matter so much?

Marketing: A Gateway to Brand Loyalty and Health Risks

The study, involving over 8,500 youth aged 10–17 across six countries (Australia, Canada, Chile, Mexico, the United Kingdom, and the United States), reveals a troubling connection between exposure to SD marketing and brand preference and recall. In simple terms, the more children and teens see sugary drink ads, the more they prefer and remember those brands.

Consider Coca-Cola. It’s one of the most recalled brands among youth, regardless of the country. Exposure to its advertising, whether on TV or digital media, strongly correlates with a preference for Coca-Cola over other drinks. This finding isn’t surprising. Marketing, particularly for global brands, often taps into emotions, portraying happiness, social connections, and fun—messages that resonate deeply with young audiences.

But it’s not just about preference. The ability to recall brands is a key driver of future purchases. By embedding their logos and jingles into the minds of adolescents, sugary drink companies are effectively cultivating a loyal customer base for years to come.

Why Adolescents Are Particularly Vulnerable

Adolescence is a unique developmental stage marked by heightened sensitivity to peer influence and external stimuli, including advertising. This makes teenagers especially susceptible to the tactics employed by sugary drink marketers. Yet, most existing policies aimed at reducing marketing exposure focus on younger children, often neglecting adolescents altogether.

For instance, self-regulatory policies, which are common in many countries, typically protect children up to age 13. This leaves a significant gap, as teenagers continue to face high levels of advertising exposure during a formative period when lifelong habits are established.

A Global Perspective: Differences Across Countries

Interestingly, while marketing’s influence on brand preference and recall is consistent across all six countries studied, certain nuances stand out. In Mexico and Chile—nations with stricter food marketing regulations—brand recall for sugary drinks remains high. This suggests that while policies may be a step in the right direction, they’re not yet comprehensive enough to shield youth from the pervasive reach of advertising.

Chile, for example, implemented food marketing restrictions in 2016, leading to decreased consumption of sugary foods among younger children. However, similar results have not been observed in adolescents, who are often excluded from such regulations.

What Can Be Done? Policy and Public Health Implications

The findings highlight an urgent need to revisit marketing regulations. Here are some actionable steps:

1. Expand Age Protections: Policies should include adolescents up to age 17, recognizing their unique vulnerabilities to marketing.
2. Limit Marketing Channels: Regulations must address not only traditional platforms like TV but also digital media, social networks, and influencer marketing, where youth spend significant time.
3. Promote Healthy Alternatives: Campaigns should actively market water, whole fruits, and other nutritious options as appealing choices for young people.
4. Monitor and Enforce Policies: The beverage industry’s self-regulation has proven inadequate. Independent monitoring and stricter enforcement are essential to protecting youth.

What’s Next? Challenges and Opportunities

While this study provides valuable insights, it also underscores the complexity of addressing sugary drink consumption. Future research should explore how marketing impacts actual consumption patterns over time and whether changes in advertising strategies, such as featuring “healthier” products like 100% fruit juice, influence these trends.

Another area for investigation is the role of cultural differences. For example, in countries with high sugary drink consumption, could community-based interventions or educational programs complement policy changes? Moreover, as digital media evolves, understanding the impact of emerging platforms, like TikTok, on youth behavior becomes increasingly important.

Join the Conversation

The fight against sugary drink marketing isn’t just about restricting ads; it’s about creating a healthier environment for the next generation. What do you think?

• Should governments prioritize stricter marketing regulations or focus on educational campaigns to promote healthy choices?
• How can public health professionals collaborate with communities to reduce sugary drink consumption among youth?
• Have you observed the influence of sugary drink advertising in your own life or community? How did it shape decisions?

Share your thoughts in the comments or on social media. Together, we can spark a dialogue that leads to meaningful change.

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