De-normalizing sugar-sweetened beverage consumption

Effects of tax measures on social norms and attitudes.

A study by UC Berkeley researchers reveals that taxes on sugar-sweetened beverages, combined with increased media coverage, have driven noteworthy shifts in social norms regarding sugary drinks. The city of Berkeley’s first-in-the-nation soda tax a decade ago, along with more recent Bay Area tax increases on sugar-sweetened drinks, have not only led to reduced sales. They are also associated with significant changes in social norms and attitudes about the healthfulness of sweet drinks.

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