Telethon Kids Institute, Perth Children's Hospital, Nedlands, Western Australia, Australia.
School of Population and Global Health, The University of Western Australia, Nedlands, Western Australia, Australia.
Health Promot J Austr. 2023 Oct;34(4):736-741. doi: 10.1002/hpja.747. Epub 2023 May 22.
Energy drinks (EDs) are not recommended for children due to their high caffeine content and adverse health risks. Their popularity among children may be due to children's exposure to ED marketing. This study aimed to identify where children have seen ED marketing and whether they believe ED marketing targets them.
Participant data were drawn from 'AMPED UP: An Energy Drink Study', where 3688 students in grades 7-12 (age 12-17 years) from 25 randomly selected secondary schools in Western Australia were asked if they had ever seen ED advertising on television, posters/signs in shops, online/internet, movies, cars/vehicles, social media, magazines/newspapers, music videos, video games, merchandise and free samples. Participants were also shown three ED advertisements and asked, 'Which age group/s do you think this ad targets?' (12 years or less, 13-17 years, 18-23 years, 24 years or older) and could select multiple age groups for each advertisement.
On average, participants saw ED advertising on 6.5 (SD = 2.5) of 11 possible marketing channels, including television (seen by 91% of participants), posters/signs in shops (88%), online/internet (82%) and movies (71%). Participants also perceived ED advertisements targeted children (< 18 years).
ED marketing has a high reach among Western Australian children. The voluntary ED advertising pledge to not market EDs to children in Australia does not prevent children from seeing or being targeted by ED marketing. SO WHAT?: Stronger regulatory control of ED marketing is needed to better protect children from the appeal and adverse health risks of ED use.
由于能量饮料（EDs）含有高咖啡因含量和不良健康风险，因此不建议儿童饮用。儿童对其的喜爱可能是因为他们接触到了 ED 广告营销。本研究旨在确定儿童在哪里看到 ED 广告营销，以及他们是否认为 ED 广告营销针对他们。
参与者的数据来自“AMPED UP：能量饮料研究”，该研究对西澳大利亚随机选择的 25 所中学的 3688 名 7-12 年级（12-17 岁）学生进行了调查，询问他们是否在电视、商店的海报/标志、线上/互联网、电影、汽车/车辆、社交媒体、杂志/报纸、音乐视频、视频游戏、商品和免费样品上看到过 ED 广告。还向参与者展示了三个 ED 广告，并询问他们“你认为这个广告针对哪个年龄段/群体？”（12 岁或以下，13-17 岁，18-23 岁，24 岁或以上），并可以为每个广告选择多个年龄段。
平均而言，参与者在 11 个可能的营销渠道中的 6.5（SD=2.5）个渠道上看到了 ED 广告，包括电视（91%的参与者都看过）、商店的海报/标志（88%）、线上/互联网（82%）和电影（71%）。参与者还认为 ED 广告针对儿童（<18 岁）。
ED 广告营销在西澳大利亚儿童中具有广泛的影响力。澳大利亚的 ED 自愿广告承诺不向儿童营销 ED 产品，并不能防止儿童看到或成为 ED 广告营销的目标。那么问题来了：需要更严格的 ED 广告营销监管，以更好地保护儿童免受 ED 使用的吸引力和不良健康风险的影响。
