Framing Marketing Responses to National Regulation: The Four Ps in Transnational Corporate Political Discourse Comment on "Understanding Marketing Responses to a Tax on Sugary Drinks: A Qualitative Interview Study in the United Kingdom, 2019"

A growing evidence base indicates that sugar-sweetened beverage (SSB) taxes are an effective tool to help reduce excess sugar intake. The effects of SSB and the mechanisms which underlie them, however, dependent on a number interrelated factors such as policy design responses industry consumers. Forde colleagues contribute unpacking these by exploring way in UK’s Soft Drinks Industry Levy (SDIL) shaped four Ps soft drinks marketing: product, price, placement, promotion. This commentary builds authors’ insights connecting them existing knowledge corporate political activity commercial determinants health (CDOH) more broadly. Specifically, I discuss risk framing regulation-induced marketing changes voluntary step towards responsibility undermines need for government intervention address obesity other contexts countries. conclude arguing public community would benefit from considering regulation alongside narratives about