Overconsumption of Sugar-Sweetened Beverages: A Powerful Marketing Unveiled, a Multi Level Range of Actions to Explore

While health professionals are concerned about overconsumption of sugar-sweetened beverages by youth, marketers are using new technologies, new medias and massive investments to encourage them to drink those sugary beverages. For instance, in 2004, the USA junk food industry has spent on advertising 1,178 times more money than the government for its campaign “5 A Day” that promotes the consumption of fruits and vegetables. After analysing the variety of marketing strategies used by the beverages industry to reach youth, participants will explore different promising actions aimed at reducing the attractiveness of sugary drinks to significantly limit their consumption.