Stirling Management School, University of Stirling, Stirling, UK.
Int J Health Policy Manag. 2023;12:7612. doi: 10.34172/ijhpm.2023.7612. Epub 2023 Jun 20.
The paper by Forde et al provides a useful qualitative consideration of marketing responses to the implementation of the 2018 Soft Drinks Industry Levy (SDIL) in the United Kingdom. This commentary discusses that paper and its conclusions and seeks to place them in a broader context for marketing, fiscal measures and health and public policy. It suggests that modern conceptualisations of marketing and wider considerations of market and non-market strategies could provide a valuable lens to understand the ways in which companies and sectors respond to the threats they perceive and the constantly changing sectoral opportunities. It is important that fiscal measures introduced have the desired effects, and that not only positive behaviours (whether of companies or consumers) are incentivised, but that adverse behaviours are actively disincentivised.
福特等人的论文对英国实施 2018 年软饮料行业征税（SDIL）后营销反应进行了有益的定性思考。本文对该论文及其结论进行了讨论，并试图将其置于营销、财政措施以及健康和公共政策的更广泛背景下进行考虑。本文认为，对营销的现代概念化以及对市场和非市场战略的更广泛考虑，可以为理解公司和行业如何应对其感知到的威胁以及不断变化的行业机会提供有价值的视角。重要的是，引入的财政措施要产生预期效果，不仅要激励积极行为（无论是公司还是消费者），还要积极抑制消极行为。
