Criticism of Energy Drink Marketing: Advertising Targets Children

Energy drinks are booming – even among children. But consumer advocates are sounding the alarm: Manufacturers are specifically targeting young consumers, despite the known health risks.

The consumer organization foodwatch criticizes in a recent report that energy drink manufacturers such as Red Bull, Monster, and Rockstar are deliberately marketing their products to children and teenagers. This happens through social media influencers, e-sports events, gaming collaborations, and sports sponsorships. Paid advertising content is often barely recognizable as such, especially on platforms like TikTok and YouTube. According to foodwatch, companies are using targeted marketing strategies to accustom young consumers to caffeinated drinks from an early age.

Health Risks and Age Restrictions in Other Countries

Health experts warn about the dangers of excessive energy drink consumption. The high levels of caffeine and sugar can lead to cardiovascular issues, sleep disturbances, and concentration problems in children and adolescents. Studies show that even small amounts can raise blood pressure and increase the risk of obesity. Nevertheless, children as young as nine years old in Germany are already consuming these drinks regularly. In some European countries, such as Lithuania, Latvia, and Poland, sales to minors are already prohibited.

Consumer Advocates Call for a Sales Ban for Minors

foodwatch is demanding a legal age restriction of 18 years for the sale of energy drinks in Germany. The organization criticizes that voluntary self-regulations by manufacturers are insufficient to protect children and adolescents from potential health risks. Medical professionals and consumer advocates also support the call for a sales ban for minors. However, there are currently no legal restrictions in Germany, meaning that energy drinks remain freely available to children and teenagers.

Image by Jorge Franganillo via Unsplash