Media representations of sugar and sugar-sweetened beverage consumption in UK newspapers: implications for public health policy

Sugar-sweetened beverages (SSBs) have been identified as a key target for fiscal policy interventions designed to reduce sugar consumption and tackle obesity, particularly in young people. Research shows that the media have a powerful role in forming public perceptions, and thus likely acceptance, of such health policies. Our aim was to understand how newspapers play a part in shaping the acceptability of health policies in the case of SSB taxation. We conducted quantitative content analysis of newsprint articles regarding sugar, SSBs, and taxation published in a diverse sample of 11 UK national newspapers from April 1, 2015, to Nov 30, 2016. Relevant articles were extracted by a systematic search of the Nexis database, and a structured coding frame was developed based on initial reading of a 10% subsample. A 10% subsample was double coded to ensure consistent application of codes. Frequency analysis and χ2 testing was done in SPSS (version 24). After exclusions, 684 relevant articles were identified. Articles were predominantly negative about sugar consumption (n=528, 77%) and SSB consumption (397, 58%), defining the problem in terms of impacts on health, primarily obesity (251, 37%). A high proportion of articles framed the problem as being driven by failures of industry (398, 58%). Discussion of potential solutions consistently focused on the need for government intervention (473, 69%) and the role that taxation could have. Peaks in reporting coincided with the publication of evidence, government policy documents, and campaigner activities. The problem of sugar and SSBs received substantial media attention in UK national newspapers during 2015 and 2016, particularly prompted by public health advocates and campaigners. The focus of the narrative changed over time from emphasis on the problem to discussion of potential solutions. The framing of the debate identifying failures of industry as an important driver of the problem may have contributed to a greater public acceptance of government intervention and thus helped to open a policy window for a soft drinks industry levy. Supported by the UK Medical Research Council as part of the Understandings and Uses of Public Health Research programme (MC_U130085862, MC_UU_12017/6) and the Informing Healthy Public Policy programme (MC_UU_12017/15) and by the Chief Scientist Office of the Scottish Government Health Directorates (SPHSU15). The funders had no role in the commissioning of the study, writing of the abst