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Background  Consumption of sugar-sweetened beverages (SSBs) is associated with increased risk of obesity, diabetes, heart disease and dental caries. Our aim was to assess the effects of plain packaging, warning labels, and a 20 % tax on predicted SSB preferences, beliefs and purchase probabilities amongst young people.    Methods  A 2 × 3 × 2 between-group experimental study was conducted over a one-week period in August 2014. Intervention scenarios were delivered, and outcome data collected, via an anonymous online survey. Participants were 604 New Zealand young people aged 13–24 years who consumed soft drinks regularly. Participants were randomly allocated using a computer-generated algorithm to view one of 12 experimental conditions, specifically images of branded versus plain packaged SSBs, with either no warning, a text warning, or a graphic warning, and with or without a 20 % tax. Participant perceptions of the allocated SSB product and of those who might consume the product were measured using seven-point Likert scales. Purchase probabilities were measured using 11-point Juster scales.    Results  Six hundred and four young people completed the survey (51 % female, mean age 18 (SD 3.4) years). All three intervention scenarios had a significant negative effect on preferences for SSBs (plain packaging:  F  (6, 587) = 54.4,  p  <0.001; warning label:  F  (6, 588) = 19.8,  p  <0.001; 20 % tax:  F  (6, 587) = 11.3,  p  <0.001). Plain packaging and warning labels also had a significant negative impact on reported likelihood of purchasing SSB’s ( p  = <0.001). A 20 % tax reduced participants’ purchase probability but the difference was not statistically significant ( p  = 0.2).    Conclusions  Plain packaging and warning labels significantly reduce young people’s predicted preferences for, and reported probability of purchasing, SSBs.

Effects of plain packaging, warning labels, and taxes on young people’s predicted sugar-sweetened beverage preferences: an experimental study