literature review on advertising and sales promotion

A Comprehensive Literature Review on Marketing Strategies Adopting by Various Industries

9 Pages Posted: 30 Dec 2022

Rashini Hansika

Uva Wellassa University, Faculty of Management

Date Written: December 20, 2022

Marketing is the process of promoting and selling products and services, including market research and advertising. Today, marketing is an essential part of any organization's growth strategy. Many firms use marketing methods unknowingly to promote themselves and increase sales of their products and services. Marketing is one of the most crucial elements of organizations nowadays. Any strategy used to assist a group, company, or individual in accomplishing their objectives falls under the very broad category known as marketing. The goals of marketing are to raise brand awareness among the target market, increase market share, introduce the firm to new domestic or international markets, boost ROI, increase business profit, optimize the conversion funnel, acquire new leads, foster customer loyalty, and boost sales. A marketing strategy is a company's overarching plan for connecting with potential customers and persuading them to purchase its products or services. A marketing plan typically includes the value proposition of the company, key brand messages, data on target customer demographics, and other significant elements.

Keywords: Marketing Strategy, Premium pricing

Suggested Citation: Suggested Citation

Rashini Hansika (Contact Author)

Uva wellassa university, faculty of management ( email ), do you have a job opening that you would like to promote on ssrn, paper statistics.

Designing Effective Promotion and Advertising Strategies

First Online: 25 August 2021

Cite this chapter

literature review on advertising and sales promotion

Michael R. Czinkota 7 , 8 ,
Masaaki Kotabe 9 , 10 ,
Demetris Vrontis 11 &
S. M. Riad Shams 12

Part of the book series: Springer Texts in Business and Economics ((STBE))

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Advertising represents the talking part of the dialogue referred to in ► Sect. 12.2 . In practice, this process is much more complex, as is hinted at by the encoding/decoding model.

Advertising, however, is just one element of the promotional mix, which includes personal selling and word of mouth, particularly in the case of services. It may be just as applicable to many nonprofit organizations. It is also, increasingly, a vehicle for corporate promotion. In all these cases, it is a pull technique (persuading consumers to pull the product through retailers) rather than a push technique (selling by sales promotions, for instance, into the channels).

Promotion provides a message to create awareness, interest, understanding, attitudes, and purchase decision. The message should ideally contain a unique selling proposition, although it should also be consistent with past campaigns. Recognizing that this message is also passed by word of mouth may be advisable, with opinion leaders playing an important role.

Media selection and buying require specialist knowledge and skills but essentially aim to achieve satisfactory (cumulative) coverage with the requisite opportunities to see (OTS) at an economic cost. Although different markets may require different kinds of media to accomplish the same advertising objective, globally minded companies are increasingly employing pattern standardization or globally standardized ads to develop a global image for their products and to reduce advertising costs [ 57 ].

The main media are newspaper, television, radio, movies, billboards, and cyberspace. In recent years, an explosive growth of personal computer users with modems has created an electronic form of advertising media through the internet, Prodigy, and other cyberspace linkages. This form of communication promises to create a more personalized, two-way interactive advertising that spans across national boundaries in the near future.

Like other budgets, advertising budgets are determined by a number of means, based on (1) affordability, (2) a percentage of sales, (3) competitive parity, and (4) objective and task. Advertising effectiveness can be measured against its objectives, including (1) building awareness, (2) creating favorable attitudes, and (3) maintaining customer loyalty.

Advertising budgets determine whether or not to use an advertising agency. Use of an advertising agency represents a strategic decision because the success of the organization will depend largely on the success of that agency. Therefore, careful agency selection is important.

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Graduate School and McDonough School, Georgetown University, Washington, DC, USA

Michael R. Czinkota

International Business and Strategy, University of Kent, Canterbury, UK

Professor of Marketing and International Business, Waseda University, Tokyo, Japan

Masaaki Kotabe

University of Hawaii at Manoa, Honolulu, USA

Professor of Strategic Marketing Management, Vice Rector for Faculty and Research, University of Nicosia, Nicosia, Cyprus

Demetris Vrontis

Senior Lecturer in Marketing, Newcastle Business School, Northumbria University, Newcastle upon Tyne, UK

S. M. Riad Shams

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Correspondence to Michael R. Czinkota .

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Czinkota, M.R., Kotabe, M., Vrontis, D., Shams, S.M.R. (2021). Designing Effective Promotion and Advertising Strategies. In: Marketing Management. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-66916-4_12

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Literature Review of Sales Promotion schemes and Consumer Preference

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Systematic Review
Open access
Published: 26 August 2024

A scoping review of policies related to reducing energy drink consumption in children

Mohammadhassan Rostami 1 ,
Mina Babashahi ORCID: orcid.org/0000-0002-2392-0614 2 ,
Shaghayegh Ramezani 3 &
Hadis Dastgerdizad 4

BMC Public Health volume 24 , Article number: 2308 ( 2024 ) Cite this article

Metrics details

Frequent consumption of Energy Drinks (EDs) is associated with numerous health problems, including overweight and obesity, particularly among children and adolescents. The extensive promotion, wide accessibility, and relatively low cost of EDs have significantly increased their popularity among this age group. This paper examines policies/programs that, directly and indirectly, contribute to reducing ED consumption in children and adolescents and shares global experiences to help policymakers adopt evidence-based policies.

A systematic search was performed using PubMed, Scopus, and Web of Science databases from January 2000 to June 2024, along with reputable international organization websites, to find literature on policies aimed at reducing ED consumption among children and adolescents. All sources meeting the inclusion criteria were included without restrictions. Titles and abstracts were initially screened, followed by a full-text review. After evaluating the quality of the selected studies, data were extracted and, along with information from the selected documents, compiled into a table, detailing the country, policy type, and the effectiveness and weaknesses of each policy.

Out of 12166 reviewed studies and documents, 84 studies and 70 documents met the inclusion criteria. 73 countries and territories have implemented policies like taxation, sales bans, school bans, labeling, and marketing restrictions on EDs. Most employ fiscal measures, reducing consumption despite enforcement challenges. Labeling, access restrictions, and marketing bans are common but face issues like black markets.

This scoping review outlines diverse strategies adopted by countries to reduce ED consumption among children and teenagers, such as taxation, school bans, sales restrictions, and labeling requirements. While heightened awareness of ED harms has reinforced policy efforts, many Asian and African nations lack such measures, some policies remain outdated for over a decade, and existing policies face several challenges. These challenges encompass industry resistance, governmental disagreements, public opposition, economic considerations, and the intricacies of policy design. Considering this, countries should tailor policies to their cultural and social contexts, taking into account each policy's strengths and weaknesses to avoid loopholes. Inter-sectoral cooperation, ongoing policy monitoring, updates, and public education campaigns are essential to raise awareness and ensure effective implementation.

Peer Review reports

Introduction

Energy drinks (EDs) are non-alcoholic caffeinated beverages containing carbohydrates, amino acids, vitamins, sweeteners, caffeine, and other stimulants like guarana, taurine, and ginseng [ 1 , 2 , 3 ]. Both EDs and sugar-sweetened beverages (SSBs) contain high levels of sugar, but they have distinct differences. EDs include stimulants such as caffeine and taurine, which are designed to boost energy and alertness, and SSBs like sodas and fruit drinks primarily contain sugars and sometimes artificial flavors without these additional stimulants [ 1 , 4 , 5 , 6 ].

EDs, first introduced in the 1960s, have experienced a worldwide surge in consumption, fueled by aggressive marketing campaigns [ 7 ]. Currently, EDs have become a rapidly expanding segment of the beverage industry, with around 200 brands available in over 140 countries, and 31% of adolescents aged 12 to 17 consume them regularly [ 8 ]. Moderate consumption of EDs is generally not a risk for healthy individuals. However, excessive intake, particularly when combined with alcohol or illegal drugs, poses significant health risks for children, adolescents, and individuals with heart, neurological, or kidney conditions [ 4 ]. Previous studies show that frequent ED consumption is associated with poorer mental, physical, behavioral, and educational outcomes [ 9 , 10 , 11 , 12 ]. Furthermore, the use of ED is tied to side effects such as headaches, insomnia, and increased consumption of alcohol and tobacco [ 9 , 10 , 11 , 12 ]. These effects are particularly heightened in children and adolescents, a demographic that is especially susceptible [ 9 , 11 , 12 ].

Smart advertising of EDs with catchy advertising slogans has been a key strategy by manufacturers to appeal to children and adolescents [ 8 ]. Additionally, the relatively low cost and widespread availability of these drinks further contribute to their increased consumption among young people [ 13 ].

Implementing policies to tax EDs seems to influence their consumption, as higher taxes can reduce daily intake [ 14 ]. Several countries, including Sweden, Denmark, and Argentina are contemplating initiatives to restrict the accessibility of EDs and prohibit their sale to minors, akin to regulations governing alcohol, which might lead to a decrease in ED consumption [ 15 , 16 , 17 ]. The brand and packaging play a significant role in the consumption of these beverages [ 18 ]. Consequently, altering the packaging emerges as another essential strategy. These modifications might involve adopting neutral colors, reducing the use of images and eye-catching designs, and enlarging the size of the recommendations on the packaging [ 19 , 20 , 21 ].

Numerous policy solutions exist to create a more health-conscious food environment that encourages healthier choices and reduces diets related to non-communicable diseases. So far, governments worldwide have undertaken initiatives to enable consumers to make healthier decisions. They have enacted various policies to reduce the global consumption of SSBs, including EDs [ 22 ].

This paper aims to investigate policies and programs that directly and indirectly help reduce ED consumption among children and adolescents. It also seeks to share the experiences of various countries to aid policymakers and decision-makers in adopting evidence-based policies in this field.

The approach of the scoping review

Given that the studies alone offered a limited perspective for identifying and evaluating existing policies, it was necessary to assess documents of different countries through additional sources, including international organizations' documents. Therefore, a scoping review was selected as the best approach to provide a comprehensive overview of existing policies aimed at reducing children's consumption of EDs. The scope and approach of this scoping review involve synthesizing insights from various countries' policies to assist policymakers and decision-makers in adopting evidence-based strategies in this field.

This scoping review adheres to the guidelines provided by the Preferred Reporting Items for Systematic reviews and Meta-Analyses extension for Scoping Reviews (PRISMA-ScR) [ 23 ].

Conceptual framework

In this scoping review, we applied Brennan et al.'s conceptual framework for food environments to define and establish criteria for our research [ 24 ]. This model categorizes the food environment into four micro-environments: physical (for instance, food availability), economic (for example, food pricing), social (for instance, influence of parents or peers), and communication (for example, advertising and marketing). It evaluates how these micro-environments simultaneously impact eating behaviors. As a result, modifications in any of these environments can influence children's food choices (Fig. 1 ) [ 24 ].

Conceptual Framework

Information sources and search

A comprehensive search for studies was conducted across three databases: PubMed, Scopus, and Web of Science (ISI). The search encompassed the timeframe from January 2000 to June 2024. The search was based on the following index terms and titles or abstracts: (“energy drink*” OR beverage* OR “energy shot*” OR “energy tonic*” OR “caffeinated sport drink*” OR “caffeinated drink*” OR “Sugar-Sweetened Beverage*” OR SSB) AND (law OR Guideline OR program* OR evaluate* OR polic* OR govern* OR regula* OR evidence* OR strategy* OR plan OR rule OR tax* OR levy OR advertis* OR market* OR label* OR packag* OR reformulati* OR bann*). Also, the websites of organizations involved in health or food and nutrition research were searched to find evidence and policies related to reducing the consumption of EDs. These organizations include the World Health Organization (WHO) ( https://www.who.int ), the Food and Drug Administration (FDA) ( https://www.fda.gov ), the Center for Disease Control and Prevention (CDC) ( https://www.cdc.gov ), the American Academy of Pediatrics (AAP) ( https://www.aap.org ), the International Food Policy Research Institute (IFPRI) ( https://www.ifpri.org ), and the International Network for Food and Obesity / Non-communicable Diseases (NCDs) Research, Monitoring and Action Support (INFORMAS) ( https://www.informas.org ). We also searched the Global database on the Implementation of Food and Nutrition Action (GIFNA) database to locate relevant papers on reducing the consumption of EDs ( https://gifna.who.int ). It is a WHO-supported initiative that serves as a resource for tracking and monitoring the implementation of nutrition-related policies and actions at the global level. It provides information on various initiatives, programs, and policies aimed at improving nutrition outcomes worldwide. Additionally, a manual search was conducted in Google Scholar and within the references of the studies to uncover new studies or documents.

No restrictions were made regarding the language, and we reviewed the studies reference section of all available studies and reviews to avoid missing any publications. Furthermore, there were no limits on the design of the study, and we included preprints, conference abstracts, commentaries, etc.

Eligibility criteria

Inclusion criteria included all studies or reports related to policies to decrease ED consumption in children and adolescents (under 18 years old) involved in this study.

In addition, we investigated other reviews that had information about countries' policies to reduce EDs.

Exclusion criteria included studies on beverages other than EDs, studies on other populations or groups (above 18 years), and failure to report policies or laws related to the subject.

Selection of sources of evidence

Initially, the duplicate studies were detected and eliminated using EndNote™ software (version 20). The screening process involved examining the titles and abstracts of the studies. We considered all studies and documents pertaining to EDs, as well as the corresponding regulations, to determine their approach towards children. In cases where the title and abstract did not provide enough information, the complete text of the studies was examined. The purpose was to assess their relevance. Two researchers (MHR and SR) conducted the selection process independently. Any differences or conflicts between them were addressed through discussion until a consensus was reached. If a resolution couldn't be reached, a third opinion (MB) was sought.

Quality assessment

Two reviewers (MHR and SR) independently assessed the quality of the studies. Considering that different types of studies were included in this study, various tools were used to investigate the risk of bias (RoB). These tools included: 1) AMSTAR2 for systematic reviews [ 25 ], 2) EPOK for interrupted time series studies [ 26 ], 3) PROBAST for modeling studies [ 27 ], 4) JBI for nonrandomized experimental studies [ 28 ], commentaries, editorials [ 29 ] and qualitative studies [ 30 ], 5) Newcastle–Ottawa scale (NOS) for observational studies [ 31 ], 6) PRISMA-ScR Checklist for the scoping review [ 23 ], 7) Mixed Methods Appraisal Tool (MMAT) checklist for the Mixed Method studies [ 32 ].

If there were any disagreements, the two researchers would engage in discussions with the third researcher (MB) to address any uncertainties. The assessment was conducted at both the study and outcome levels. Since all primary studies, regardless of their nature, were included, we employed a suitable checklist for each study to assess its quality.

Data extraction

Data extraction was performed by two members of the review team (MRH and SR). The following characteristics of the eligible studies were recorded: year of policy or law adoption, year of implementation, country, actor, content, implementation process, type of policy, strengths, effectiveness, and limitations. If there were no details available for extraction for the above characteristics, 'not reported' was entered.

Data synthesis

The information extracted from the studies and documents is summarized in a table that includes the country, the relevant policy, the actor, the date of introduction, the date of implementation, details of the policy, strengths, and weaknesses. The set of these policies was organized and categorized based on WHO regions. In addition, these policy types were categorized based on WHO regions in the form of a map. Two reviewers (MHR and SR) synthesized the data and the third researcher (MB) checked each synthesis.

The PRISMA diagram (Fig. 2 ) illustrates the process: the initial search identified 17447 studies/documents. After removing 5281 duplicates, the number was reduced to 12166. Screening titles and abstracts led to the exclusion of 10491 studies/documents, leaving 1,675 for full-text screening. Of these, 78 studies and 70 documents met the inclusion criteria. Additionally, 6 more studies were found through manual searching, bringing the total to 84 studies and 70 documents included. The PICO components for this study are outlined in Table 1 (Supplemental file). The data extraction from 84 studies can be found in Table 2 (Supplemental file), while data extraction from 70 documents is detailed in Table 3 (Supplemental file).

PRISMA diagram

Risk of bias findings

The bias risk assessment was conducted for only 84 studies included in the study. The AMSTAR 2 tool was used to assess the RoB in 24 systematic reviews and meta-analyses studies. Of these, 13 studies had a high risk, six had a moderate risk, and five had a low risk of bias. Additionally, an interrupted time series was evaluated separately using the EPOK tool, which demonstrated good quality. Furthermore, five modeling studies were assessed using PROBAST, and only one was found to have a high risk of bias. 12 nonrandomized experimental studies were evaluated using the JBI tool and found to be of good quality. In addition, 17 cross-sectional studies and two cohort studies were also examined with reference from NOS. six of the cross-sectional studies were of low quality and three of them were of medium quality. However, the remaining eight studies demonstrated exceptional quality and exhibited a minimal RoB. Among the two cohort studies, they were of moderate quality. The five qualitative studies included in the study using JBI toll, were in good condition in terms of RoB. They were of acceptable quality. The remaining 14 studies that were used by JBI for the texts, comments, and expert opinions were of good quality. Two scoping reviews were also assessed for quality by the PRISMA-ScR checklist and demonstrated good quality. In addition, two Mix-Method studies were also assessed by the Mixed Methods Appraisal Tool (MMAT) checklist and demonstrated good quality (Supplemental file- Risk of bias assessment).

Summary of policies extracted from studies and documents

The WHO document recommends that countries worldwide implement policies to reduce the consumption of EDs. The organization aims to share successful policy experiences from various countries to facilitate similar implementations elsewhere. The WHO examines how Chile, Hungary, Oman, and Saudi Arabia implemented taxes on EDs and SSBs. These taxes are cost-effective in preventing diseases and can lead companies to reduce sugar content. Additionally, the AAP document provides recommendations specifically aimed at reducing ED intake among children and adolescents. The AAP recommends policies at all levels to reduce added sugar consumption, such as excise taxes on sugary drinks (SDs), with revenue addressing health and socioeconomic disparities. Governments should curb marketing SDs to children, and nutrition programs should promote healthy options. Furthermore, families need easy access to reliable nutrition information, and healthy beverages should be the default. Additionally, hospitals should lead by limiting SD purchases [ 22 , 33 ]. Despite thorough searching, no relevant documents were found in the INFORMAS, IFPRI, or CDC databases.

The FDA documents have not precisely defined the term EDs, and there are no specific laws regarding them. The industries that produce these products can market ED products as regular food or drink or as dietary supplements. Each of these categories has its own regulations, for example, in the dietary supplement category, all adverse reactions must be reported to the FDA, and in addition, the label must only include ingredients that are presented in more than the usual amount in this composition or claimed to exist. However, in the category of general foods, the reporting of side effects is voluntary, and the labeling must include all information, including calories, carbohydrates, proteins, etc. Regardless of the category, this organization is responsible for ensuring that the manufacturers of these drinks have complied with the rules for that category [ 34 ]. In addition, the FDA has announced rules in the field of labeling. Beverages such as EDs with added sugars must declare the added sugar on the label [ 35 , 36 ].

Based on the gathered information, 73 countries and territories, including Canada, the United Kingdom, Australia, the Philippines, New Zealand, and Saudi Arabia, have implemented various policies such as taxation, sales bans, school bans, labeling, and marketing bans on EDs. Some countries, like Canada, England, and Australia, employ multiple policies simultaneously to regulate children's ED consumption, while others, such as Armenia, Morocco, Bolivia, and Mali, use only one policy.

Additionally, 12 cities and counties in the United States have individually enacted policies to control ED consumption among children [ 37 , 38 ]. The European Union has also enforced labeling regulations across its member states, mandating that beverages with caffeine content exceeding 150 mg/L must display "high caffeine" along with the specific amount [ 39 ].

Most countries with ED consumption control policies for children use fiscal measures. For example, Argentina, Dominica, Albania, and most of the Gulf Cooperation Council (GCC) members have imposed various tax rates and forms on EDs. Studies indicate that these tax policies can effectively reduce children's purchase and consumption of EDs, though challenges such as lack of cooperation from legal authorities, food manufacturers and retailers persist [ 40 , 41 ].

Some countries, like Jamaica, Armenia, Estonia, and Iran, have restricted ED access in schools to limit children's exposure. Others, like Sweden, Denmark, and Lithuania, have implemented broader restrictions. In Sweden, for instance, selling EDs to children under 15 is prohibited, and in Norway, EDs can only be purchased through pharmacies. Countries like Qatar, New Zealand, and Germany enforce dual access denial policies. However, these policies may also lead to challenges, such as the emergence of black markets within schools. Additionally, schools often struggle to prevent students from purchasing these drinks from nearby stores [ 42 ].

Another strategy adopted by countries such as Latvia, Malta, and Costa Rica involves banning the advertising and marketing of EDs. Although few studies have evaluated these policies' effectiveness, successful implementation requires cooperation across various sectors, including ED manufacturers.

Australia and Canada have enacted regulations concerning the formulation of EDs. In Australia, policies concerning the formulation of EDs are primarily centered on voluntary reductions in sugar content, while in Canada, regulations focus on setting the maximum allowable caffeine levels. However, there is a lack of research investigating the effectiveness and constraints of these policies, highlighting the necessity for further studies in this field [ 43 , 44 ].

Regarding labeling policies, countries like the United States, Italy, Australia, and South Africa have implemented ED labeling, but studies suggest that labeling alone is not significantly effective due to the lack of clear, standardized labeling guidelines across countries [ 45 , 46 ]. The compiled policy information from studies and documents, along with the synthesized outcomes, are displayed in Table 1 .

In summary, 55 countries have tax policies, 33 have school access bans, 23 have sales bans, 15 have labeling policies, 14 have advertising and marketing bans, and 2 have formulation policies related to controlling ED consumption among children and adolescents. Some countries utilize multiple policies simultaneously (Fig. 3 ).

EDs policies around the world. The map guide is explained at the bottom of the image. The coloring of the countries is based on the classification of the World Health Organization

This paper aims to explore policies and programs that, both directly and indirectly, reduce ED consumption among children and adolescents. It also shares the experiences of various countries to help policymakers and decision-makers adopt evidence-based policies in this area. The review found that several countries employ various strategies, including taxation, marketing bans, school bans, labeling policies, sales bans, and reformulation to alter the food environment.

It is promising that policymakers appear to recognize the harmful effects of EDs more than those of other beverages, leading to a stronger push to implement measures aimed at reducing their consumption [ 154 ]. As a result, over the past two decades, many countries worldwide have introduced measures to reduce ED consumption among children and teenagers. North American, European, Persian Gulf, Caribbean, and South American countries are at the forefront of implementing effective policies to curb ED intake. However, some of these measures have not been updated for over a decade. In contrast, most Asian and African countries lack similar policies, and some cities and countries have reversed their ED regulations after implementing them. For instance, New York City's 2012 ban on EDs over 16 oz was overturned in 2014 by the state court due to inconsistencies and perceived ineffectiveness. Similarly, France lifted its ban following a recent evaluation by the European Food Safety Authority, which found no safety concerns [ 17 , 185 ].

Tax policies are frequently implemented globally, with Value Added Tax (VAT) being the most prevalent form, alongside excise tax. VAT is widely used and is essentially a tax on consumption, commonly applied to various goods and services. It is often synonymous with goods and services tax. Unlike targeted food taxes, VAT is more commonly applied across different food categories. VAT is calculated as a percentage of the price of goods and services, irrespective of their volume [ 186 , 187 ]. On the other hand, excise tax primarily targets goods produced for sale and is often employed to achieve health-related objectives [ 188 ].

In the literature we reviewed, only a limited number of studies have explored the efficacy of these policies. Drawing from insights gleaned from the impact of tax policies in Seattle, Philadelphia, and Catalonia, it seems that these measures can reduce the average purchase of EDs and lower overall consumption of these beverages. This could potentially improve health outcomes by decreasing calorie and added sugar intake. Moreover, as a general trend, these policies seem to correlate with a reduction in the number of habitual consumers of such beverages [ 37 , 59 , 134 ].

Drawing from Portugal's experience with tax policies and the WHO's opinion, it appears that taxing the sugar content in EDs is quite effective [ 129 , 189 ]. This approach reduces the consumption of sugary foods and encourages industries to lower the sugar content in their products. Currently, companies achieve this by reformulating their drinks, often by using sweeteners [ 129 ]. While reducing sugar in beverages is beneficial, it can lead to the inclusion of artificial sweeteners like aspartame, which the WHO has recently classified as "probably carcinogenic to humans," potentially causing other health issues such as cancer [ 190 ].

Moreover, there are more constraints and challenges associated with tax policies. A primary issue is the opposition from manufacturing industries concerning the implementation methods and effects of these policies [ 40 , 69 , 70 , 133 ]. Industries frequently attempt to mitigate the impacts of tax policies by influencing food retailers and increasing advertising for these drinks [ 38 , 61 ].

In addition, there are disparities among governments in how they execute and approach these tax policies [ 128 ]. For example, in the GCC, EDs are taxed more heavily than in other countries due to their higher significance, leading to opposition from some member states. Politicians questioned the distinction between these drinks and others and the rationale behind the specific tax level [ 154 ]. Furthermore, some beneficiaries, particularly the manufacturers of these drinks, protested to the World Trade Organization, arguing that the tax was unscientific and illogical. In response, they began reducing prices at distribution points to counteract the tax effects [ 154 ].

Among the other limitations of tax policies are their effects on the public. Excise duties can create a significant price gap between cheaper and more expensive products, leading consumers to opt for cheaper, potentially less healthy options, which can result in more severe health problems [ 191 , 192 ]. These taxes can also face public resistance, with many consumers opposing additional costs on popular products. Concerns exist about the economic impact on both businesses and consumers, including reduced sales for companies and higher prices for buyers. Moreover, designing effective tax policies that accurately target unhealthy products without unintended consequences, such as negatively affecting healthier alternatives, is challenging. Additionally, varying levels of political support and prioritization can hinder the implementation of these taxes, as policymakers may have differing views on their importance and effectiveness [ 41 , 70 ].

In conclusion, fiscal policies can reduce the consumption of taxable beverages like EDs, potentially improving health outcomes by lowering calorie and added sugar intake. These measures also tend to decrease the number of habitual consumers. However, challenges remain. Industries often resist these policies and counteract their effects. Inconsistent implementation across governments, public resistance, and economic concerns, such as higher prices and reduced sales, complicate the design and effectiveness of these policies.

Another policy implemented by some countries is banning EDs in and around schools to limit children's access. However, research on the effectiveness and limitations of these policies is limited. It appears that such bans often lead to unintended consequences, such as the emergence of black markets in schools or students purchasing these beverages from outside sources. Simply banning the sale and distribution of EDs in schools may not be effective, as children continue to obtain them off school premises. Additionally, due to the lack of clarity regarding the types of prohibited drinks, manufacturers can easily bypass these policies [ 42 , 139 ].

In the area of marketing policies, more effort and a better understanding of the effectiveness of policies are needed. Current data suggest that banning advertising can reduce ED consumption, but successful implementation requires collaboration from various stakeholders, especially policymakers to define policy limits and engagement from manufacturers [ 155 ]. Experiences from Canada, Norway, and Sweden highlight the importance of clear boundaries and frameworks for these policies. In today's digital age, where information is readily available online, simply banning advertisements on traditional media like television and billboards is insufficient. With easy internet access, exposure to diverse advertisements continues, emphasizing the need for comprehensive strategies and support from all stakeholders to ensure policy effectiveness [ 51 ].

Regarding labeling policies, there was limited evidence supporting their effectiveness. Data from this study indicated that labeling had no impact on the purchase and consumption of these beverages. Additionally, there is a general lack of specific frameworks and guidelines, such as those for declaring high sugar content. Companies often exploit these regulatory gaps, leading to inadequate labeling practices. This highlights the need for more robust and standardized labeling regulations to enhance their impact on consumer behavior [ 37 , 136 ].

Various countries are endeavoring to diminish the consumption of EDs by employing a variety of initiatives. However, it's evident that solely relying on one measure isn't enough for optimal effectiveness. Given that the current food environment significantly provides quick and easy access to EDs for children and teenagers, it emphasizes considering all dimensions of the food environment, such as availability, distribution, and affordability, in policy-making and intervention strategies [ 69 , 193 ]. In developed societies, various policy options are employed to create a healthier food environment. These measures include providing information through labeling, restricting unhealthy food advertisements, implementing financial policies, and interventions at the retail level. However, implementing these policies has consistently been challenging [ 194 ].

One of the main obstacles to these policies is opposition from the industry. Industries frequently hinder these efforts, advocating for more research and evidence before adoption and arguing that such policies will negatively impact the economy and the public. They also contend that the government should not interfere in market governance. Additionally, countries like the United Kingdom, the United States, and Australia attempt to implement policy regulations, such as labeling and marketing, on a voluntary basis. The standards in these voluntary policies are often confusing and difficult to interpret [ 42 , 110 , 136 , 194 ].

Also, it is evident that there is a lack of adequate involvement from organizations in tackling the issue of ED consumption. This underscores the pressing need for a more comprehensive approach towards investigating and monitoring the effects of EDs. For instance, regulatory bodies like the FDA have yet to establish specific classifications for these beverages, instead opting for a uniform application of regulations across various product categories.

Despite the adoption of various policies such as taxes and access restrictions by numerous countries worldwide, implementing these measures remains challenging and fraught with obstacles. Key challenges include resistance from industries, governmental disagreements on policy-making, public opposition, concerns about economic impacts, and the inherent complexity of designing effective policies. Given these challenges, it is crucial for countries with existing policies to regularly review and update them to ensure continued effectiveness.

Countries that have yet to adopt such policies, particularly in Asia and Africa, should consider their unique cultural and social contexts while learning from the strengths and weaknesses of existing policies. Tailored laws and policies should be developed to suit each country's specific needs. Improving policy design is essential to prevent loopholes and ensure compliance through clear and well-defined frameworks.

Continuous evaluation and monitoring are necessary to identify gaps and issues in policy implementation and to assess their effectiveness. Public education and information campaigns are vital to foster understanding and support for these policies, highlighting their positive impact on public health.

Intersectoral cooperation among governments, manufacturing industries, the private sector, and health organizations is essential for effectively reducing ED consumption among children and teenagers. Collaborative efforts ensure that policies are not only more effective but also enjoy broader support and sustainability. By working together, these diverse sectors can create comprehensive strategies that address various aspects of the issue, from regulatory frameworks and market dynamics to public health education and enforcement. This holistic approach enhances the likelihood of successful implementation and long-term impact, ultimately fostering a healthier environment for children and teenagers.

Additionally, more research should be conducted on the limitations, effectiveness, and strengths of ED-related policies. The findings from these studies can then be used to refine and enhance policies, maximizing their impact on reducing ED consumption and improving public health outcomes.

Strengths and limitations

This study offers a comprehensive review of national and sub-national policies on ED consumption, using multiple reputable databases and international organization websites to ensure reliable and thorough data collection. It provides valuable cross-national comparisons, identifying best practices and innovative strategies adaptable to other contexts. The study evaluates the effectiveness of various policies, highlighting their strengths, weaknesses, and impacts, which aids policymakers in making informed decisions. The study addresses gaps in policy implementation, particularly in many Asian and African countries, and examines the resistance from the manufacturing industry, especially regarding taxation. This focus on the challenges in policy enforcement is crucial for developing strategies to overcome such barriers. By concentrating on children and adolescents, the study ensures that recommendations are tailored to those most at risk from ED consumption. Emphasizing the need for cooperation between governments, institutions, industries, and retailers, the study advocates for a holistic approach to policy implementation. This comprehensive collaboration is essential for the success of public health initiatives. Overall, the study provides a robust framework for understanding and improving global ED consumption policies, particularly to protect children and adolescents from potential health risks.

However, Despite its strengths, this study has several limitations. First, it relies heavily on available literature and documents, which may not fully capture all existing policies or their nuances, particularly in regions with less accessible or undocumented policy measures. The quality and bias assessments of the included studies and documents reveal variability, with some sources showing a high risk of bias or poor quality. This variability could affect the overall reliability of the synthesized conclusions. The study's focus on broader policy impacts might overlook local contextual factors that influence the effectiveness of these policies. The diverse socio-economic and cultural contexts of different countries make it challenging to generalize findings universally. Additionally, the study primarily addresses policies related to ED consumption without delving deeply into the behavioral or psychological aspects of consumption among children and adolescents, which could provide a more comprehensive understanding of the issue. Another limitation of this study was the incomplete information provided in the reviewed studies. Some studies lacked detailed information about the policies, such as the year of implementation and their strengths and weaknesses. Additionally, many countries have policies that apply to other SSBs alongside EDs, which complicates isolating ED-specific regulations. This overlap with broader SSB policies limits the study, as these policies are sometimes combined. Overall, while the study offers valuable insights into national and sub-national policies on ED consumption, these limitations should be considered when interpreting the findings and recommendations.

This review highlights that various countries use diverse strategies, such as altering affordability, promotion, and advertisement regulations, to change the food environment and reduce ED consumption among children and teenagers. Common policies include taxation, school bans, sales restrictions, and labeling requirements. Policymakers increasingly recognize the greater harm posed by EDs compared to other beverages, prompting stronger efforts to curb their consumption. Over the past two decades, numerous countries, particularly in North America, Europe, the Southern Persian Gulf, the Caribbean, and South America, have enacted effective policies. However, many Asian and African countries still lack similar measures, and some existing policies have not been updated in over a decade.

Despite the adoption of these policies, implementation remains challenging. Major obstacles include industry resistance, governmental disagreements, public opposition, economic concerns, and the complexity of designing effective measures. Taxation, while common, faces resistance from manufacturers and can lead to unintended consequences like the use of artificial sweeteners. School bans can reduce access but may inadvertently create black markets, and marketing restrictions often face low compliance from ED companies.

Given these challenges, it is crucial for countries with existing policies to regularly review and update them. Countries yet to adopt such measures should consider their unique cultural and social contexts, developing tailored laws to meet their specific needs. Enhancing policy design is essential to prevent loopholes and ensure clear compliance frameworks. Continuous evaluation and monitoring are necessary to identify gaps and assess policy effectiveness.

Intersectoral cooperation among governments, manufacturing industries, the private sector, and health organizations is essential. Collaborative efforts ensure broader support and sustainability, creating comprehensive strategies that address various aspects of the issue, and ultimately fostering a healthier food environment for children and teenagers.

Availability of data and materials

No datasets were generated or analysed during the current study.

Abbreviations

American Academy of Pediatrics

Centers for Disease Control and Prevention

Energy drink

Food and Drug Administration

Global database on the Implementation of Food and Nutrition Action

International Food Policy Research Institute

International Network for Food and Obesity / Non-communicable Diseases (NCDs) Research, Monitoring and Action Support

Risk of Bias

Sugary drink

Sugar-sweetened beverage

World Health Organization

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International Food Policy Research Institute. Global food policy report 2024: Food systems for healthy diets and nutrition. Washington, DC: International Food Policy Research Institute. https://hdl.handle.net/10568/141760 .

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Acknowledgements

Many thanks to the student research committee at Shiraz University of Medical Sciences for reviewing and approving this research project.

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Mohammadhassan Rostami

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Mina Babashahi

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MHR: Negotiated the research questions with MB, conducted the database searches, assessed the literature against the review criteria, undertook data extraction, synthesis, and analysis of the literature, conducted the risk of bias (RoB) assessment MB: Negotiated the research questions with MHR, provided input into the search strategies, supervised the work process at all stages, provided input into findings and conclusions, Edited drafts of the article, read and approved the final manuscript SR: Conducted the database searches, assessed the literature against the review criteria, undertook data extraction, synthesis, and analysis of the literature, conducted the risk of bias (RoB) assessment, provided input into findings and conclusions, edited drafts of the article, read and approved the final manuscript HD: Provided input into findings and conclusions, edited drafts of the article, read and approved the final manuscript.

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Rostami, M., Babashahi, M., Ramezani, S. et al. A scoping review of policies related to reducing energy drink consumption in children. BMC Public Health 24 , 2308 (2024). https://doi.org/10.1186/s12889-024-19724-y

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DOI : https://doi.org/10.1186/s12889-024-19724-y

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Literature Review of Sales Promotion schemes and Consumer Preference

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Do we care what others Get? A Behaviorist Approach to Targeted Promotions

A scoping review of policies related to reducing energy drink consumption in children

Introduction

The approach of the scoping review

Conceptual framework

Information sources and search

Eligibility criteria

Selection of sources of evidence

Quality assessment

Data extraction

Data synthesis

Risk of bias findings

Summary of policies extracted from studies and documents

Strengths and limitations

Availability of data and materials

Abbreviations

Acknowledgements

Author information

Contributions

Corresponding author

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Consent for publication

Competing interests

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Supplementary Information

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