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

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

doi:10.1016/j.jadohealth.2022.10.025

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

J Adolesc Health. 2023 Apr;72(4):633-635. doi: 10.1016/j.jadohealth.2022.10.025. Epub 2022 Dec 16.

Authors

Jeremiah Ayalde¹, Daniel Ta², Olaoluwa Adesanya³, Joelie Mandzufas⁴, Karen Lombardi⁵, Gina Trapp⁴

Affiliations

¹ Telethon Kids Institute, Nedlands, Western Australia, Australia; School of Medicine, The University of Western Australia, Nedlands, Western Australia, Australia. Electronic address: [email protected].
² Telethon Kids Institute, Nedlands, Western Australia, Australia; School of Medicine, The University of Western Australia, Nedlands, Western Australia, Australia.
³ Telethon Kids Institute, Nedlands, Western Australia, Australia; School of Human Sciences, The University of Western Australia, Nedlands, Western Australia, Australia.
⁴ Telethon Kids Institute, Nedlands, Western Australia, Australia; School of Population and Global Health, The University of Western Australia, Nedlands, Western Australia, Australia.
⁵ Telethon Kids Institute, Nedlands, Western Australia, Australia; School of Population and Global Health, The University of Western Australia, Nedlands, Western Australia, Australia; School of Medical and Health Sciences, Edith Cowan University, Joondalup, Western Australia, Australia.

PMID: 36529617
DOI: 10.1016/j.jadohealth.2022.10.025

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.

Keywords: Adolescents; Children; Energy drinks; Social media; TikTok.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Adolescent
Child
Energy Drinks* / adverse effects
Humans
Marketing
Social Media*
Wakefulness