Pediatricians and oldsters are calling for the US to treat latest high-caffeine energy drinks like alcohol and cigarettes and ban their sale to minors as a single serving can contain as much caffeine as six Coca-Colas.
Prime Energy, which launched this 12 months, has 200 mg of caffeine inside its 350 ml can — exceeding permissible caffeine levels in Canada, Australia and Latest Zealand.
Rival products like Anheuser Busch InBev-backed Ghost energy drinks and Kim Kardashian’s “Kimade” energy drink even have 200 mg of caffeine.
Competitor Monster Energy comprises 150 mg of caffeine.
As caffeine content in energy drinks has climbed through the years, some countries and retailers have banned the products while just a few require proof of age for purchase.
Within the US and UK, no national regulations ban the sale of high-caffeine energy drinks.
Without legal age mandates like those on alcohol and cigarettes, retailers are unlikely to limit access, said Dr. Holly Benjamin, a professor of pediatrics and orthopedic surgery on the University of Chicago.
There is no such thing as a proven protected dose of caffeine for kids, based on the American Academy of Child and Adolescent Psychiatry.
“Retailers could select to put sports drinks and energy drinks in numerous locations and label the sections otherwise; but, I feel that’s unlikely to occur without regulation which starts with higher product labeling and widespread education,” Dr. Benjamin said.
She added: “Any energy drink with a high dose caffeine in it, akin to Prime Energy, is unsafe for kids.”
Negative effects for youths consuming caffeine could include rapid or irregular heartbeats, headaches, seizures, shaking, stomach upset and opposed emotional effects on mental health, she said.
The FDA is currently reviewing a request by US Senate Majority Leader Chuck Schumer to analyze the caffeine content in Prime Energy, in addition to its marketing to kids, a spokesperson said.
Prime representatives declined to comment. Ghost Energy, Monster Energy didn’t return messages in search of comment.
Congo Brands, which owns Kimade, Alani Nu and Prime Energy, also didn’t reply to requests in search of comment.
The co-founders of Prime, Logan Paul and KSI, each social media influencers, said in August media interviews that they aren’t marketing the drink to kids, adding that retailers should police sales to minors.
COLORFUL CANS CONFUSE PARENTS
The American Medical Association supports a ban on the marketing of caffeine drinks to children under the age of 18, based on its policy set in 2013.
The AMA also urges the US regulators or lawmakers to mandate “child-resistant packaging” on high-energy drinks.
Kinneret Shick Ohana, a mother of 5 children from Florida, saw the “brilliant, colourful cans of Prime” that her children have been buzzing about displayed in front aisles of Walmart when purchasing for groceries.
Out of pleasure, she ignored the black writing at the underside of the coloured cans that said “energy drink” before bringing it home to her children.
“I got confused because once you first see the can, it’s hard to see where it says energy drink. It took me a while after my son pointed it out to seek out it,” said Ohana.
“The energy drink industry is marketing these products which might be only supposedly intended for adults to kids and I feel Prime is just one other example of an organization that’s pushing these inappropriate drinks on minors,” said Bonnie Patten, executive director of Truth in Promoting.
Specialty retailer GNC has set an 18+ age limit restriction to buy energy drinks, based on its customer support line and in-store checks.
Goal and Walmart, in addition to specialty chains just like the Vitamin Shoppe, carry Prime Energy but typically don’t confirm buyers’ ages, based on Reuters interviews and in-store checks.
“We strongly encourage our customers to follow all labeling instructions for each product sold on the Vitamin Shoppe, including energy drinks,” the Vitamin Shoppe said.
Goal didn’t return messages in search of comment. Walmart declined comment.
Drink makers’ labels noting the beverages are “not advisable” for youths creates confusion amongst retailers on what restrictions, if any, needs to be set on the sale of energy drinks to children, lawyers said.
