ArticleBMC public health2023
The extent of energy drink marketing on Canadian social media.
Article in BMC public health, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 11 papers, 1 of them a synthesis that pooled it.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
11 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Prevalence and characterisation of energy drink consumption in Europe: a systematic review.Public health nutrition · 2025Pooled it
- Energy Drink Consumption Among Adolescents in Northern Spain: Habits, Risk Perception and Associated Factors.Nutrients · 2026Article
- Misleading Allegations and Failure to Recognize the Shifting Faces of Antisemitism: A Response to J.J. Amon.Journal of religion and health · 2026Article
- Consumption of Energy Drinks and Attitudes Among School Students Following the Ban on Sales to Minors in Poland.Nutrients · 2025Article
- Caffeine Consumption Patterns, Health Impacts, and Media Influence: A Narrative Review.Cureus · 2025Review
- Regulatory Efforts and Health Implications of Energy Drink Consumption by Minors in Poland.Medical science monitor : international medical journal of experimental and clinical research · 2025Review
- Social Media, Survey, and Medical Literature Data Reveal Escalating Antisemitism Within the United States Healthcare Community.Journal of religion and health · 2025Article
- Gaming disorder and problematic caffeine consumption in adolescents: a narrative review and public health framework.Frontiers in psychology · 2025Review
- The impact of exposure to sugary drink marketing on youth brand preference and recall: a cross-sectional and multi-country analysis.BMC public health · 2024Article
- Social Media Influences on Dietary Awareness in Children.Healthcare (Basel, Switzerland) · 2024Review
- A scoping review of policies related to reducing energy drink consumption in children.BMC public health · 2024Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
5 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundCaffeinated energy drink (CED) consumption among children and adolescents is a growing global public health concern due to its potential to produce adverse effects. CED marketing viewed by children and adolescents contributes to this problem as it increases consumption and favourable attitudes towards these high-caffeine and high-sugar products. This study aimed to describe the social media marketing of CEDs by estimating the frequency of user-generated and company-generated CED marketing and analyzing the marketing techniques used by Canadian CED brands on social media.
methodsCED products and brands were identified using the list of CEDs that received a Temporary Marketing Authorization from Health Canada in June 2021. The data on the frequency, reach and engagement of CED-related posts created by users and Canadian CED brands on Facebook, Instagram, Twitter, Reddit, Tumblr, and YouTube were licensed from Brandwatch for 2020-2021. A content analysis was conducted to assess the marketing techniques used in Canadian CED company-generated posts using a coding manual.
resultsA total of 72 Canadian CED products were identified. Overall, there were 222,119 user-level mentions of CED products in total and the mentions reached an estimated total of 351,707,901 users across platforms. The most popular product accounted for 64.8% of the total user-level mentions. Canadian social media company-owned accounts were found for 27 CED brands. Two CED brands posted the most frequently on Twitter and accounted for the greatest reach, together making up 73.9% of the total company-level posts and reaching 62.5% of the total users in 2020. On Instagram/Facebook, the most popular brand accounted for 23.5% of the company-level posts and 81.3% of the reach between July and September 2021. The most popular marketing techniques used by Canadian CED brands were the use of viral marketing strategies (82.3% of Twitter posts and 92.5% of Instagram/Facebook posts) and the presence of teen themes (73.2% of Twitter posts and 39.4% of Instagram/Facebook posts).
conclusionCED companies are extensively promoting their products across social media platforms using viral marketing strategies and themes that may appeal to adolescents. These findings may inform CED regulatory decision-making. Continued monitoring is warranted.
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Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.