The month long discussion on energydrinks and youngsters has again made headlines. A young man was rushed to the hospital after experiencing chestpains and heart palpitations. He had started the day with a cigarette and a energydrink. While its is interesting to see that the underaged smoking is ignored, the school is wondering now if energy drinks should be banned.
In 2006 a medical magazine discussed cases of death thought to be caused consumption of energydrinks, often mixed with alchohol. So far there has been little research on the effects of energy drinks, and there is a need for large randomized studies. Taurine, an aminoacid often used in energy drinks, is believed to be potentially dangerous in large amounts, although there is no evidence to back that up with, yet. While in Sweden the discussion has been whether the ingredients are suitable for kids/ youngsters or not, the international debate has been regarding the marketing of energy drinks. Energy drinks has been marketed to youngster at a higher degree according to Marylandinstitute energy drink report.
The question is wheter to put restricitions on marketing or an age limit on the energy drinks? Whilst old-type marketing of prudukts was through tv, radio and magazines, energy drinks are now marketing at “grassroot level” to get to the younger generation. This is done by sponsoring events, using mysoace, facebook and other socializing programs, textmessaging and creating a one-on-one relationship with the target group. The websites are also directly targeting a younger group, with slogans such as:”can you take the heat?”- Burn and “Unleash the monster”- Monster. While some of them do set a recommended age such as Monster that set the low agelimit of 11 years, while some drinks seem to mock age limits by comments such as “Caffeine 80 mg, not for babies”. This remark seems to ‘dare’ somebody into drinking the energy drink. Red bull claims to give you wings, and they do a large amount of sponsored events. Dark dog, “dark dog is good for you”, market their drink on their website with stunning girls in very skimpy outfits.
Marketing has so far not been affected by the new discussions, but some stores have already imposed their own age limits. All seven elevens and “Pressbyrån” have 15 year age limit, and a large grocery store (Maxi Ica Stormarknad i Borlänge ) has now 18 year age limit on sales of energy drinks.
The Food Agency has gone out and made a statement that energy drinks should not be used for rehydration. The marketing is however unrestricted- and the question remains whether to do something about that, or just forbid minors buying them.
Caffeine is a cardiac stimulant which the body adapts to very quickly, and so one will need more and more. I am worried that young minds are more affected by addictive drugs, and they are not able to see the consequences, and therefore I believe that a growing mind should not be using high dose caffeine drinks that can ultimately affect the heart in a negative way.
My suggestions are as following:
• There should be a 15 year age limit on drinks containing more than 20mg/dl of caffeine. This means that weak coffee, dark eat, green tea and coca cola makes the cut, but that Red bull, monster Dark dog and Battery would have to find a new target group.
• Restrictions on sponsoring of events that largely consists of underage participants and audience, and use of social networking sites to promote age-restricted drinks.
• There is also a great need for studies on the effect of energy drinks, and in particular ingredients such as taurine and glukuronolakton.
• Caffeinated drinks should never be mixed with alcohol, and premixes’ should undergo heavy restrictions.
