Energy drink companies deliberately targeting children in marketing campaigns, MEPs told

Members of the European Parliament heard on Wednesday how energy drink companies are deliberately targeting children in their advertising. 

The MEPs on the ENVI Committee were addressed by a number of experts who spoke about the health effects of energy drinks and the tactics companies use to push these products to impressionable children.

During the committee meeting, Dr Rebekka Siegmann from NGO watchdog Foodwatch showed how Redbull is among the companies which sponsor esports events and influencers popular among children.

She further noted that energy drink brands are present all around children in sports, as they sponsor football clubs, sporting events, and turn underage athletes into brand ambassadors. 

Siegmann called on MEPs to impose a ban on energy drinks for minors under the age of 18.

On Wednesday morning, much time was spent discussing the health impacts of energy drinks, as it was noted that these products stiffen arteries, lead to high blood pressure, and heart palpitations among other side effects. 

MEPs heard that when it comes to children, teachers have reported cases where students cannot concentrate and experience caffeine crashes. Energy drink consumption in children was also tied to a lack of sleep, headaches, and anxiety.

Among the MEPs who spoke during the committee was Maltese MEP Peter Agius, who admitted that it is difficult as a parent to regulate their child’s energy drink consumption as the products can be found in any retail outlet.

“We are bringing up a generation where being tired is off the cards,” Agius said.

Contacted for comment MEP Peter Agius that the scientific input presented is now very clear: Energy Drinks consumption can harm our children.

In Malta, the prevalence of energy drink advertising is no exception. 

A 2023 dissertation by Jekaterina Poluektova showed how 73.9% of UM students consume energy drinks.

The study also showed that the average age at which people started consuming energy drinks was just 14 years old, with 19.5% of people surveyed saying that they consume energy drinks daily.