In May 2012, the New York City Board of Health set a limit of 16 ounces on sugary drinks sold in city restaurants, theaters, and food carts, triggering international media attention and a firestorm of opposition. A majority of New Yorkers viewed the portion cap as a “bad idea”, and three-quarters of Americans opposed it. The soft drink industry embarked on a multimillion-dollar campaign to block the rule, culminating in a successful legal challenge.

Despite regulatory restrictions, off-label marketing of pharmaceutical products has been common in the US. However, the scope of off-label marketing remains poorly characterized. We developed a typology for the strategies and practices that constitute off-label marketing.