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

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  • Danielle Wiggers

    (School of Public Health and Health Systems, University of Waterloo, Waterloo, ON N2L 3G1, Canada)

  • Mark Asbridge

    (Department of Community Health and Epidemiology, Dalhousie University, Halifax, NS B3H 1V7, Canada)

  • N. Bruce Baskerville

    (Public Health Ontario, Toronto, ON M5G 1V2, Canada
    School of Pharmacy, University of Waterloo, Kitchener, ON N2G 1C5, Canada)

  • Jessica L. Reid

    (School of Public Health and Health Systems, University of Waterloo, Waterloo, ON N2L 3G1, Canada)

  • David Hammond

    (School of Public Health and Health Systems, University of Waterloo, Waterloo, ON N2L 3G1, Canada)

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.

Suggested Citation

  • Danielle Wiggers & Mark Asbridge & N. Bruce Baskerville & Jessica L. Reid & David Hammond, 2019. "Exposure to Caffeinated Energy Drink Marketing and Educational Messages among Youth and Young Adults in Canada," IJERPH, MDPI, vol. 16(4), pages 1-11, February.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:4:p:642-:d:208039
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    References listed on IDEAS

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    1. Farrelly, M.C. & Davis, K.C. & Haviland, M.L. & Messeri, P. & Healton, C.G., 2005. "Evidence of a dose-response relationship between "truth" antismoking ads and youth smoking prevalence," American Journal of Public Health, American Public Health Association, vol. 95(3), pages 425-431.
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    1. Chung-Ying Yang & Fong-Ching Chang & Ru Rutherford & Wen-Yu Chen & Chiung-Hui Chiu & Ping-Hung Chen & Jeng-Tung Chiang & Nae-Fang Miao & Hung-Yi Chuang & Chie-Chien Tseng, 2022. "Excessive Gaming and Online Energy-Drink Marketing Exposure Associated with Energy-Drink Consumption among Adolescents," IJERPH, MDPI, vol. 19(17), pages 1-11, August.
    2. Trésor Carsi Kuhangana & Taty Muta Musambo & Joseph Pyana Kitenge & Tony Kayembe-Kitenge & Arlène Kazadi Ngoy & Paul Musa Obadia & Célestin Banza Lubaba Nkulu & Angélique Kamugisha & Eric Deconinck & , 2021. "Energy Drink Consumption among Adolescents Attending Schools in Lubumbashi, Democratic Republic of Congo," IJERPH, MDPI, vol. 18(14), pages 1-12, July.
    3. Majid Mapkhot Goaill & Mohammed A. Al-Hakimi & Hamood Mohammed Al-Hattami & Mohsen Ali Murshid & Amal Al-Mogahed & Sharf Obad, 2023. "The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects," SAGE Open, , vol. 13(4), pages 21582440231, December.
    4. Matthew J. Fagan & Katie M. Di Sebastiano & Wei Qian & Scott T. Leatherdale & Guy Faulkner, 2021. "The Energy to Smoke: Examining the Longitudinal Association between Beverage Consumption and Smoking and Vaping Behaviours among Youth in the COMPASS Study," IJERPH, MDPI, vol. 18(8), pages 1-16, April.
    5. Rhona M. Hanning & Henry Luan & Taryn A. Orava & Renata F. Valaitis & James K. H. Jung & Rashid Ahmed, 2019. "Exploring Student Food Behaviour in Relation to Food Retail over the Time of Implementing Ontario’s School Food and Beverage Policy," IJERPH, MDPI, vol. 16(14), pages 1-11, July.

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