Four U.S. Senators are calling for new restrictions for energy drink marketing, calling on 17 beverage manufacturures to avoid marketing their energy drinks to youngsters, according to an article by Keith Nunes in Food Business News. The letter states in part:

Four United States Senators called for new restrictions on energy drink marketing to youth

“Across the board, makers of energy drinks say they do not market their products to children,” Mr. Durbin said. “But we know that energy drinks are promoted through social media, and that samples are often distributed at places where teens hang out — like sports events, concerts, local parks, and S.A.T. prep courses. The truth is that contrary to industry claims, energy drink companies are using highly effective tools to reach young people and it is working. It’s time for these companies to heed the advice of public health experts across the country and stop telling children and adolescents to ‘pound down’ their products.”

Voluntary Adoption of American Beverage Association Requested

The Senators urged the drink manufacturers to adopt the American Beverage Association’s Guidance for the Responsible Labeling and Marketing of Energy Drinks and  take other actions designed to curtail the marketing of energy drinks to young people. At a July, 2013 Senate hearing, three manufacturers, including Red Bull and Monster, agreed to adopt the Guidance.

Maureen Beach, director of communications for the American Beverage Association, responded to the Senators letter: “Our members are responsible companies that care about their consumers, especially children and young adults, as demonstrated through existing policies and programs. While A.B.A. did not receive the letter, we’re always willing to work with elected officials on behalf of our industry to clear up any confusion regarding our products and their safety.”

As a Minneapolis healthcare PR firm that is also a Minneapolis food & beverage PR firm, we firmly believe in responsible marketing to young people. At the same time, we also believe there are limits to what laws and regulations can accomplish in promoting healthy eating and drinking habits. Common sense starts at home.