Public support for a sugar-sweetened beverage tax and pro-tax messages in a Mid-Atlantic US state

Abstract

Objective To examine the characteristics of supporters and opponents of a sugar-sweetened beverage (SSB) tax and to identify pro-tax messages that resonate with the public. Design A survey was administered by telephone in February 2013 to assess public opinion about a penny-per-ounce tax on SSB. Support was also examined for SSB consumption reduction and pro-tax messages. Individual characteristics including sociodemographics, political affiliation, SSB consumption behaviours and beliefs were explored as predictors of support using logistic regression. Setting A representative sample of voters was recruited from a Mid-Atlantic US state. Subjects The sample included 1000 registered voters. Results Findings indicate considerable support (50 %) for an SSB tax. Support was stronger among Democrats, those who believe SSB are a major cause of childhood obesity and those who believe childhood obesity warrants a societal intervention. Belief that a tax would be effective in lowering obesity rates was associated with support for the tax and pro-tax messages. Respondents reporting that a health-care provider had recommended they lose weight were less convinced by pro-tax messages. Women, Independents and those concerned about childhood obesity were more convinced by the SSB reduction messages. Overall, the most popular messages focused on the importance of reducing consumption among children without mentioning the tax. Conclusions Understanding who supports and opposes SSB tax measures can assist advocates in developing strategies to maximize support for this type of intervention. Messages that focus on the effect of consumption on children may be useful in framing the discussion around SSB tax proposals.

What young Australians think about a tax on sugar‐sweetened beverages

“…Our findings are similar to results reported in adult populations in other countries 12,18 . Participant support for taxation increased substantially if tax revenue was allocated to subsidising fruit and vegetables or funding community exercise facilities.…”

“…Frequency of SSB consumption was the only characteristic associated with participants’ opinions on taxation. Participants who consumed SSBs frequently were more likely to oppose a tax, a finding consistent with a study from the US, where consumption of SSBs on a daily basis was associated with opposition to an SSB tax 12 …”

“…Our findings are similar to results reported in adult populations in other countries. 12,18 Participant support for taxation increased substantially if tax revenue was allocated to subsidising fruit and vegetables or funding community exercise facilities. Previous Australian studies looking at the wider adult population found similar results, with 69% supporting taxation on soft drinks if tax revenue is used to reduce the cost of healthy food.…”

“…Support for SSB taxation varies significantly within and between countries. In the US, support for an SSB tax is predicted to be between 22% and 50% and associated with certain demographics including age, gender, body mass index (BMI), income and educational status 11–13 …”

“…In the US, support for an SSB tax is predicted to be between 22% and 50% and associated with certain demographics including age, gender, body mass index (BMI), income and educational status. [11][12][13] In the UK, it has been predicted that a tax on SSBs is likely to have the greatest impact on young adults under the age of 30. 14 In Australia, no data is available on the opinions of this high-risk consumer group towards an SSB tax, and whether their opinions are associated with the same demographic characteristics as seen in other countries.…”