The media playbook for food taxes: an analysis of UK print and online news media coverage of food and non-alcoholic beverage tax debates 2017-2023

Analysis of media coverage of food tax debates is limited, with most focusing on taxation of sugar sweetened beverages (SSBs). This study explored UK media coverage of food tax debates, extending beyond SSBs to other food products. We investigated trends in print and online news media coverage and how the UK media presented anti- and pro-tax arguments. A mixed-methods content analysis of eight UK news publishers between 2017 and 2023 was undertaken. Articles (n=369) were coded to identify publishers, food product types, and tax types. Coverage was mapped by date, by food product, and by publisher. The article sample was refined to exclude coverage related to the UK Soft Drinks Industry Levy, and remaining articles were analyzed for argument types and uses around other food tax debates such as meat, sugar and salt.

The results showed that the media respond to triggering events and reproduce arguments from key stakeholders such as industry, policymakers, and prominent researchers. Similar arguments were consistently used across all publishers, regardless of food product. Pro-tax arguments tended to reinforce the evidence for negative health impacts while anti-tax arguments questioned the need for and efficacy of intervention. This can be understood as a ‘media playbook’ of food tax arguments. To the best of our knowledge, this is the first study to examine media coverage of food taxes across food products. It develops work exploring the media’s impact on food tax debates and informs food policymakers about the acceptability of food taxes and recommended strategies for media engagement.