Exposure to Caffeinated Energy Drink Marketing and Educational Messages among Youth and Young Adults in Canada.

Danielle Wiggers,David Hammond,Mark Asbridge,Jessica Reid,N Baskerville

doi:10.3390/ijerph16040642

Abstract

The objective of the current study was to evaluate young Canadians’ exposure to caffeinated energy drink marketing and educational messages that warn about the potential health risks of energy drinks. An online survey was conducted in 2015 with youth and young adults aged 12–24 years recruited from a national online panel (n = 2023). Respondents were asked about their exposure to energy drink marketing and educational messages that warn about the potential health risks of energy drinks. Regression models were fitted to examine correlates of exposure to marketing and to educational messages. Over 80% of respondents reported ever seeing energy drink marketing through at least one channel, most commonly television (58.8%), posters or signs in a convenience or grocery store (48.5%), and online ads (45.7%). The mean number of marketing channels selected was 3.4 (SD = 2.9) out of ten. Respondents aged 18–19 (vs. 12–14 and 15–17) and 20–24 (vs. 12–14 and 15–17) reported significantly more channels of exposure to marketing. Overall, 32% of respondents reporting ever seeing an educational message about energy drinks. The most frequently reported sources of exposure were at school (16.2%), online (15.0%), and on television (12.6%). Respondents aged 18–19 (vs. 12–14, 15–17 and 20–24) and 20–24 (vs. 15–17) were significantly more likely to report having seen an educational message. Exposure to energy drink marketing was common among youth and young adults and was significantly more prevalent than exposure to educational messages that warn about the potential health risks of energy drinks. A comprehensive policy approach, including enforcing responsible marketing and increasing education surrounding the risks of consuming energy drinks, may be an effective approach in promoting lower-risk consumption of CEDs.

Highlights

With the increase in caffeinated energy drink (CED) marketing, there has been an increase in consumption, which is concerning given the association of CED consumption with adverse health effects and other risky behaviors [1,2]
The current study suggests that over 80% of youth and young adults in Canada have seen marketing for energy drinks, many through multiple channels
As CED marketing typically features content that is appealing to males [8,10], it was expected that males would have a greater exposure to CED marketing channels; the current findings suggest that CED

Summary

Introduction

With the increase in caffeinated energy drink (CED) marketing, there has been an increase in consumption, which is concerning given the association of CED consumption with adverse health effects and other risky behaviors [1,2]. Previous related research showed that over half of youth and young adults in Canada who had ever used CEDs reported experiencing an adverse event following consumption, including fast heartbeat, sleeping difficulties, headaches, nausea/vomiting/diarrhea, chest pain, and seizures [1]. The Canadian adverse event data is consistent with US findings indicating substantial increases in CED-related emergency department visits between. Res. Public Health 2019, 16, 642; doi:10.3390/ijerph16040642 www.mdpi.com/journal/ijerph

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