Manufacturers of energy drinks will have to rethink their marketing tactics now that the American Medical Association threw strong support behind a policy that could significantly affect their business.
On Tuesday, AMA endorsed a resolution that seeks to limit energy drink ads geared at consumers who are under 18. The group said energy drinks contain excessive amounts of caffeine that could cause health problems in young people.
AMA is calling for a temporary ban on marketing of energy drinks to youth “until such time as the scientific evidence regarding the possible adverse medical affects that stimulant drinks may have on children and adolescents is determined.” The resolution, however, does not cover sports drinks such as Gatorade, according to a Bloomberg report.
“Banning companies from marketing these products to adolescents is a common sense action that we can take to protect the health of American kids,” said AMA board member Dr. Alexander Ding.
The American Beverage Association has expressed disappointment over AMA’s move, saying leading energy drink companies are voluntarily displaying caffeine info on product labels.
Early this year, a government report showed an increase in the number of ER visits from 2007 to 2011 due to energy drink consumption. The report came a few months after the U.S. Food and Drug Administration (FDA) announced that it is investigating a string of deaths linked to a popular energy drink manufactured by Monster Beverage Corp.