Awake and alert: Examining the portrayal of energy drinks on TikTok
Journal of Adolescent Health
School of Medical and Health Sciences
Australian Research Council / McCusker Internship program, University of Western Australia
ARC Number : DE210101791
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.
Ayalde, J., Ta, D., Adesanya, O., Mandzufas, J., Lombardi, K., & Trapp, G. (2023). Awake and alert: Examining the portrayal of energy drinks on TikTok. Journal of Adolescent Health, 72(4), 633-635. https://doi.org/10.1016/j.jadohealth.2022.10.025