Awake and Alert: Examining the Portrayal of Energy Drinks on TikTok

Jeremiah Ayalde, Daniel Ta, Olaoluwa Adesanya, Joelie Mandzufas, Karen Lombardi, Gina Trapp

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

Purpose: Energy drinks (EDs) are not recommended for minors' consumption due to a myriad of health risks, but marketing initiatives persist. This study explored the promotion of EDs on TikTok, a platform frequented by children and adolescents. Methods: 197 highly viewed videos from the four top ED-related hashtags on TikTok were coded for engagement variables, user information, sponsorship status, video content, and sentiment toward EDs. Results: Of the 197 videos analyzed (combined 70 + million views), 29% disclosed sponsorship and 22% featured a child/adolescent. ED consumption appeared in 46% of videos, with 15% depicting hazardous consumption. Most videos (67%) had a positive sentiment toward EDs. Discussion: ED-related TikTok videos are positively framed, have high engagement, and are not restricted for viewing by minors. As the platform's underage user-base grows, such videos may encourage heightened consumption. Given the known health risks, effective age-gated content restrictions are needed to reduce minors' exposure.

Original languageEnglish
Pages (from-to)633-635
Number of pages3
JournalJournal of Adolescent Health
Volume72
Issue number4
Early online date16 Dec 2022
DOIs
Publication statusPublished - Apr 2023

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