Rising caffeine levels spark calls for a ban on selling energy drinks to children

Pediatricians and parents are demanding that the US treat new high-caffeine energy drinks like alcohol and cigarettes and ban their sale to minors because a single serving can contain as much caffeine as six Cokes.

Prime Energy, launched this year, contains 200mg of caffeine in its 350ml can – exceeding the caffeine allowances in Canada, Australia and New Zealand.

Competing products like Anheuser Busch InBev-backed Ghost energy drinks and Kim Kardashian’s “Kimade” energy drinks also contain 200 mg of caffeine.

Competitor Monster Energy contains 150 mg of caffeine.

As the caffeine content in energy drinks has risen over the years, some countries and retailers have banned the products, while some require proof of age to purchase.

In the US and UK there are no national regulations banning the sale of high caffeine energy drinks.

Without legal minimum age requirements like with alcohol and cigarettes, retailers are unlikely to limit access, said Dr. Holly Benjamin, Professor of Pediatrics and Orthopedic Surgery at the University of Chicago.

According to the American Academy of Child and Adolescent Psychiatry, there is no proven safe dose of caffeine for children.

“Retailers could choose to place sports drinks and energy drinks in different locations and label the sections differently; But I think without regulation that starts with better product labeling and more education, that’s unlikely to happen,” said Dr. Benjamin.

She added, “Any energy drink with a high dose of caffeine, such as Prime Energy, is unsafe for children.”

Side effects in children who consume caffeine could include rapid or irregular heartbeats, headaches, seizures, tremors, stomach upset and negative emotional mental health effects, she said.

The FDA is reviewing a request by Senate Majority Leader Chuck Schumer to investigate the caffeine content of Prime Energy and its marketing to children, a spokesman said.

Representatives of the prime minister declined to comment. Ghost Energy and Monster Energy did not return messages requesting comment.

Congo Brands, which owns Kimade, Alani Nu and Prime Energy, also did not respond to requests for comment.

Prime co-founders Logan Paul and KSI, both social media influencers, said in media interviews in August that they do not market the drink to children, adding that retailers should monitor sales to minors.

Colorful cans confuse parents

The American Medical Association advocates a ban on the marketing of caffeinated beverages to children under the age of 18, under its 2013 policy.

The AMA is also urging US regulators and legislators to mandate “child-resistant packaging” for high-energy beverages.

Kinneret Shick Ohana, a Florida mom of five, saw the “bright, colorful cans of Prime” her kids raved about displayed in the front aisles of Walmart while grocery shopping.

Excited, she overlooked the black writing on the bottom of the colored cans that read “Energy Drink” before taking it home to her children.

“I was confused because when you first see the can it’s hard to tell where ‘Energy Drink’ is written. It took some time for my son to find it,” Ohana said.

“The energy drink industry is marketing these supposedly adults-only products to children, and I think Prime is just another example of a company pushing these inappropriate beverages on minors,” said Bonnie Patten, chief executive officer of Truth in Advertising.

Specialty retailer GNC has set a minimum age limit of 18 for purchasing energy drinks, according to its customer service and in-store inspections.

Target and Walmart, as well as specialty chains like Vitamin Shoppe, stock Prime Energy but don’t typically verify shoppers’ ages, according to Reuters interviews and in-store checks.

“We strongly encourage our customers to follow all labeling instructions for any product sold in the Vitamin Shoppe, including energy drinks,” the Vitamin Shoppe said.

Target has not returned any messages requesting comment. Walmart declined to comment.

Drink makers’ labels saying the drinks are “not recommended” for children are confusing retailers about what restrictions, if any, should apply to the sale of energy drinks to children, lawyers said.