Industry applauds UK government move to ban under-16 energy drink sales

23 Jul 2019 --- The UK government has announced a ban on the sale of energy drinks to people aged under 16. While most major UK supermarkets and over half of convenience stores have enforced an optional age restriction policy since 2018, this marks the latest tightening of restrictions around the highly-caffeinated beverages. The full policy is not yet known, with the roll-out timeframe and enforcement procedures still to be confirmed. Numerous organizations across the sector are backing the change, including the British Soft Drinks Association (BSDA), the Association of Convenience Stores (ACS) and the British Dietetic Association (BDA).

The decision follows the overwhelming public support of a government consultation on ending the sale of energy drinks to children last year. Ninety-three percent of consultation respondents agreed that businesses should not sell drinks to children, with teachers and health professionals being especially in favor of government action.

“There is always a challenge around the communication of a policy. However, there is an existing precedent for an age restriction of 16 with lottery products, so we don’t see legislation change as being too much of an issue,” Chris Noice, Head of Communications at ACS, tells NutritionInsight.

The rolling-out of the new policy is not expected to be met with obstacles. “We have encouraged the government to provide clarity on an age restriction for energy drinks and helped them consider the impact on retailers. We think 16 is the appropriate level as it aligns with over half of convenience retailers’ existing voluntary policies on energy drinks. This is also the age group for which the impact of energy drinks has been researched,” adds ACS chief executive James Lowman.

BDSA is also backing the new policy. “The BSDA has consistently supported the ban on the sale of energy drinks to under 16s by retailers as it is in line with our long-standing Code of Practice. Therefore, we welcome the Health Secretary’s endorsement of this approach,” says Director-General Gavin Partington

The BSDA code of conduct is supported by Red Bull, Monster (Coca-Cola European Partners), Relentless Energy (Coca-Cola European Partners) and Rockstar (AG Barr). The code includes guidelines about responsible marketing, such as avoiding advertising around schools or on media with an audience of more than 25 percent under 16. The guidelines also discuss labeling and information disclosure. 

Joining the ranks of organizations pleased to see the ban is BDA. The association was among those calling for the ban initially and had contributed oral evidence to the Commons’ Science and Technology Committee inquiry into energy drinks in July 2018.

“This policy will help ensure that children are not exposed to cheap, high-caffeine drinks. These products are already required to be labeled as unsuitable for children by law, so this is a logical step to take. Government now needs to support the sales ban with clearer restrictions on the marketing of these products, and clear public health messages to ensure parents recognize that energy drinks are not for children,” says Annabel Gipp RD, who appeared before the committee on behalf of the BDA.

The health risks of energy drinks
An average 250ml (8.8 fl oz) can of energy drink contains 80mg of caffeine. According to the 2015 European Food Safety Authority (EFSA) Opinion, habitual caffeine consumption up to 400mg a day does not give rise to safety concerns for non-pregnant adults. However, it also acknowledged that there is insufficient available information to derive a safe caffeine intake for children and adolescents. School teachers and health professionals were particularly in favor of the ban.

Additionally, according to the UK government, previous research has suggested that excessive consumption of energy drinks may affect some children adversely. It has also been connected with unhealthy behaviors and deprivation. The BDA also states that high-caffeine beverages are purchased in significant quantities by children and impact on concentration and sleep.

This move is part of the government’s wider childhood obesity plan, which aims to reduce childhood obesity by 50 percent by 2030 and focuses on making the food and drink available to families healthier. While energy drinks are available in low-sugar varieties, the majority have more calories and sugar than other soft drinks. 

In a previous attempt to curb energy drink consumption, an EU regulation came into force in December 2014, requiring energy drinks to include the label “High caffeine content. Not recommended for children or pregnant or breast-feeding women.” Drinks containing more than 150mg of caffeine per liter must also disclose the amount of caffeine they provide. This had already been applied voluntarily by the UK industry since 2010. 

A recent study found that energy drinks could increase the risk of heart function abnormalities and blood pressure changes in healthy adults drinking two cans of energy drink in a short time-span. These effects are unrelated to caffeine, with researchers urgently calling for further research to pinpoint the cause of the results. 

Additionally, a nationwide survey of Canadian youth last year revealed that over half of those who had ever consumed an energy drink had reported experiencing an adverse health event, including rapid heartbeat, nausea and, in rare cases, seizures. 

By Katherine Durrell