Energy Drinks

The British Soft Drinks Association has publishing its code of practice on the responsible marketing of high caffeine content drinks. The code applies specifically to BSDA manufacturers who have agreed to label their products with a consumer warning about consumption and the commitment to advertise the product responsibly. The consumer information label states that this product is not suitable for children, pregnant women and persons sensitive to caffeine.

The Code is accompanied by a consumer and retail question and answer. All this can be viewed on the BSDA website at www.britishsoftdrinks.com.

The code only applies to high energy content drinks, most of the major manufacturers selling ‘energy shot’ products classify these as ‘food supplements’ and they are therefore not covered by the code. You will notice however that usually these products also carry consumer information labels.

If you would like further advice or information please contact John Drummond This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Below is the BSDA Question and Answers for consumers and retailers on energy drinks:

Information for consumers and retailers about energy drinks

What are energy drinks?

Energy drinks are non-alcoholic drinks containing ingredients such as glucose, caffeine or taurine, that provide functional benefits by boosting energy and alertness. The code of practice for high caffeine content soft drinks relates to soft drinks that contain more than 150 mg of caffeine per litre. Such drinks contain about as much caffeine as a cup of coffee.

What is the code of practice?

This code supports consumers and parents who want to make informed choices. It states the industry’s view that high caffeine content soft drinks are not suitable for children, and specifies that this information should be clearly stated on the label of such drinks. It also ensures that high caffeine soft drinks will not be promoted or marketed to those under 16.

Why have you adopted this code?

The code is to support those wanting to make an informed choice about the type of drinks they consume. Consumers and media have highlighted concerns about these types of products and the code has been compiled to help address those concerns and explain the position taken by the industry on how such products can be enjoyed. This code support consumers and parents who want to make informed choices.

Are energy drinks safe for children?

Latest reviews of the scientific evidence suggest that children can be more susceptible to the stimulant effects of caffeine than adults because of their lower body mass and because, unlike many adults, they are not used to it on a regular basis. On a precautionary basis, therefore, the soft drinks industry suggests that high caffeine content soft drinks should not be consumed by children. However, this does not mean that the drinks are unsafe, and we firmly believe parents should decide what is right for their families.

What if my child drinks an energy drink?

Your child’s reaction will depend on his/her sensitivity to caffeine. If there are any effects, they will be transient and soon pass. If you are concerned, you should consult your doctor.

Are energy drinks allowed in schools?

The regulations regarding food and drink in schools already prohibit high caffeine content soft drinks from being sold in schools. Some schools have gone further and banned their students from bringing high caffeine content soft drinks into school from outside. Schools and parents have an important role to play in educating children about the food and drink they should be consuming – we clearly label high caffeine soft drinks as not suitable for children so that people can make an informed choice.

About the code of practice: information for retailers

To whom does the code apply?

The code applies to manufacturers and importers of soft drinks that are members of BSDA. It contains provisions on how they should label and market their soft drinks that are high in caffeine.

To what drinks does the code apply?

The code of practice applies to soft drinks that are high in caffeine (above 150 mg per litre). It does not apply to energy shots that are sold as food supplements, nor does it apply to soft drinks that are not high in caffeine.
What are the rules about promotion and merchandising in-store?

Decisions about promotion and merchandising in-store are taken by retailers, not by manufacturers. However, where manufacturers offer guidance and suggestions on promotion and merchandising, they will take into account the provisions in the code about marketing to ensure that any such promotion and merchandising does not target persons under the age of 16.