| Co-opt public health narratives |
Align messaging with health groups and NGOs (e.g., malnutrition, sustainability or food waste) Align messaging with national health governance (e.g., Department of Health) Align messaging with international health governance (e.g., WHO/UN Sustainable Development Goals) Challenge evidence of policy effectiveness Depict health advocates as radical or not credible Input into health stakeholder Twitter conversations Note a policy problem but reject evidence-based responses
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| Oppose regulation |
Dispute or reject regulatory policy proposals (e.g., taxation or point-of-sale restrictions) Existing regulations are strict enough Existing regulations are burdensome, complex or inefficient Regulatory agencies are authoritarian or ‘nanny-statist’ Support neoliberal tax reform
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| Support voluntary, co- or self-regulation |
Advocate ‘downstream’ interventions (e.g., education or targeted programs) Advocate balance, choice and/or personal responsibility Champion role to provide healthier alternative products Support industry self-regulation, or co-regulation with government Support delays to policy timelines
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| Engage policy processes and decision-makers |
Attend or host political events Create electorate-specific content Publicise government policy Reference historical political figures Retweet policy-maker content Tag policy-makers Tweet policy-makers (both positively and negatively)
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| Link policy decisions to ongoing profitability |
Champion vitalness of sector to economy Deprioritise health externalities Emphasise industry tax revenue contributions Frame fiscal health policies as regressive Support ‘business-friendly’ regulation Support reforms to boost global exports and growth Link policy change to job losses or economic hardship Present business-as-usual as difficult, implying policy change could worsen operations
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| Affect public perceptions and value judgements of policy change |
Align with socially desirable characteristics (e.g., being Australian-owned, consumer-conscious, attune to family and community values) Highlight local components of supply chains Run corporate social responsibility campaigns (e.g., philanthropy) Support small-to-medium enterprises
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| Use ignorance claims to distort policy narratives |
Complexity and ‘whataboutism’ framings Limited policy uptake undermines evidence of policy effectiveness Mischaracterise a policy’s intended outcomes (e.g., individual interventions failing to ‘solve’ obesity) Promote industry-funded front-group or ‘astroturf’ organisation content
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