energy drinks n marketing and availability to youth and children jim shepherd november 26, 2014
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ENERGY DRINKS
Marketing and Availability To Youth and Children
Jim ShepherdNovember 26, 2014
Objectives
1. Ban the sale of energy drinks to those under 192. Regulate, with stiff penalties, marketing and advertising to minors3. Foster awareness
• Point of sale warning signage• Separate shelf placement• Education programs
Listed Caffeine Quantity
Blue: 80 mg Yellow: 113 – 149 mg Red: 150 – 180 mg
Brian ShepherdDied Jan 2008, Age 15Toronto, Ontario
Michael ClarkeDied Jan 2012, Age 35Australia
Tayler Andrew Smee Died Dec 2012, Age 20Canberra, Australia
Sara MilosevicDied June 2011, Age 16Melbourne, Australia
Benghone
Marwick BenghoneDied Aug 2011, Age 19Viry, France
Anais FornierDied Dec 2011, Age 14Hagerstown, Maryland
Drew JamesDied Jan 2010, Age 19Bryceville, Florida
Dakota SailorFeb 2010 Age 17No vital signs -SurvivedCarl Junction, Missouri
Joseph BeauparlantDied Apr 2007, Age 18Montreal, Quebec
The American Academy of Family PhysiciansThe American Medical Association
World Health Organization Researchers
Eastern Ontario Health UnitToronto Board of Health
5 Ontario District Health Units Australian Medical Association
The Canadian Medical Association
Adverse Reactions
U.S.A. Emergency room visits involving energy drinks:
20,783 reported in 2011
10,068 reported in 2007
and in Canada???
How many energy drinks are children and youth consuming?
Statistics are limited
2013 European Food Safety Authority Scientific Report; consumption data on
specific consumer groups of
energy drinks.
• 68% of adolescents reported having at least one Energy Drink in the past year.
• The highest prevalence of energy drink consumption was by the adolescent consumer group.
Marketing and Advertising
Expert Panel Reportvs.
Health Canada’s Proposed Management Approach
What has been done in Canada?
Jurisdiction
The location and minimum age to purchase energy drinks is primarily the
responsibility of the provincial, territorial and municipal authorities.
What is happening in other Jurisdictions?
Lithuania
Photo courtesy of David NissimInternational co-op studentDubai, January 2013
What needs to be done:
1. Ban the sale of energy drinks to those under 192. Regulate, with stiff penalties, marketing and advertising to minors3. Foster awareness
• Point of sale warning signage• Separate shelf placement• Education programs
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