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