|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Marketing responses to the taxation of soft drinks; Comment on "Understanding marketing responses to a tax on sugary drinks: a qualitative interview study in the United Kingdom, 2019"|
|Citation:||Sparks L (2023) Marketing responses to the taxation of soft drinks; Comment on "Understanding marketing responses to a tax on sugary drinks: a qualitative interview study in the United Kingdom, 2019". Commentary on: Forde H, Penney TL, White M, Levy L, Greaves F, Adams J. Understanding marketing responses to a tax on sugary drinks: a qualitative interview study in the United Kingdom, 2019. Int J Health Policy Manag. 2022;11(11):2618–2629. doi:10.34172/ijhpm.2022.5465. <i>International Journal of Health Policy and Management</i>, 12 (1), Art. No.: 7612. https://doi.org/10.34172/IJHPM.2023.7612|
|Abstract:||The paper by Forde et al (2022) provides a useful qualitative consideration of marketing responses to the implementation of the 2018 Soft Drinks Industry Levy (SDIL) in the United Kingdom (UK). This commentary discusses that paper and its conclusions and seeks to place them in a broader context for marketing, fiscal measures and health and public policy. It suggests that modern conceptualisations of marketing and wider considerations of market and non-market strategies could provide a valuable lens to understand the ways in which companies and sectors respond to the threats they perceive and the constantly changing sectoral opportunities. It is important that fiscal measures introduced have the desired effects, and that not only positive behaviours (whether of companies or consumers) are incentivised, but that adverse behaviours are actively disincentivised|
|Rights:||Copyright: © 2023 The Author(s); Published by Kerman University of Medical Sciences. This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.|
|IJHPM_Volume 12_Issue Issue 1_Pages 1-3.pdf||Fulltext - Published Version||355.17 kB||Adobe PDF||View/Open|
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