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

The Energy to Smoke: Examining the Longitudinal Association between Beverage Consumption and Smoking and Vaping Behaviours among Youth in the COMPASS Study

“…Youth are not immune to these marketing efforts. In a study evaluating the exposure of Canadian youth and young adults (age: 12–24) to high-energy drink marketing, over 80% of respondents reported ever seeing energy drink marketing; conversely, only 32% of survey respondents reported ever seeing education massages about the potential harms of energy drinks [ 52 ]. Increased exposure to energy drink marketing is associated with increased consumption in adults [ 53 ].…”

Exploring Student Food Behaviour in Relation to Food Retail over the Time of Implementing Ontario’s School Food and Beverage Policy

“…This tool included a 24-h food recall survey of about 900 common foods, food frequency questionnaire, and survey questions related to habitual diet–related behaviour—including frequency of purchase of foods from convenience store and fast food outlets. Energy drinks and shots were included, based on public health concern [20]. Data on Canada’s Food Guide food groups and nutrient intakes, as last specified in 2007 [21], were based on Canadian Nutrient File definitions and database at the time [22].…”

Caffeinated energy drinks in the Canadian context: health risk assessment with a focus on cardiovascular effects

“…Ad hoc cross-sectional studies are often limited by small sample size (Kamijo et al, 2018, Pensa et al, 2016. To mitigate this issue, other studies (Attipoe et al, 2018, Hammond et al, 2018, Wiggers et al, 2019 have used online surveys with relatively large sample sizes, including a Canadian study (Hammond et al, 2018) which assessed potential adverse effects associated with CED consumption among youth (12-17 years) and young adults (18-24 years). This study found that 41.5% of the respondents reported experiencing at least one adverse reaction after consuming CEDs, while 30.6% reported experiencing at least one adverse reaction after drinking coffee.…”