A Media analysis of the NYC sugary beverage portion cap rule

INTRODUCTION: Over consumption of unhealthy food products is one of our nation’s most pressing, yet preventable public health challenges.  In our laissez-faire culture, policies to limit accessibility to unhealthy food products typically meet with significant corporate opposition.  In May 2012, the NYC Department of Health and Mental Hygiene proposed to the Board of Health capping the size of sugary beverages at 16 ounces, the first such proposal in the nation.  It sparked widespread media coverage and public discourse. APPROACH:  We analyzed the content and frame of newspaper articles published during the rule-making process.  RESULTS:  The beverage industry launched an extensive negative campaign, alleging that the proposed ‘soda ban’ limited consumer freedom.  This individualistic, market oriented frame was overwhelmingly adopted by reporters, who frequently used terms like ‘nanny state’ and ‘food police’, to characterize the proposal.  Among 97 unique articles, only 17% supported it, while 54% were opposed; 21% were mixed and 8% were neutral.  DISCUSSION:  The proposed portion cap rule met with significant media, political and legal opposition.  Its future now hangs in the balance.  Still, the proposal raised public discourse and awareness.  We can expect similar efforts in the future.  To be successful, public health advocates must be able to articulate core public health messages and engage with the media in redefining ‘overconsumption’ of unhealthy food products from a personal failing to a social justice issue that exposes the larger context in which personal choices are made and promotes collective responsibility to protect the health of future generations.