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Marketing Monster UK Government

Monster & Red Bull face stringent new energy drink age restrictions in England

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By John Glenday | Reporter

August 30, 2018 | 2 min read

Energy drink brands including Monster and Red Bull are facing life under stringent new regulations after British prime minister Theresa May signaled her intent to ban the drinks for sale to anybody under the age of 16 or 18 in England.

Monster Energy

Monster & Red Bull fall foul of government energy drink age restrictions

Political pressure to act is building amidst mounting concern at the impact of drinks which are high in sugar and caffeine on childhood obesity, tooth decay, headaches and sleep deprivation. The UK currently has one of the highest rates of consumption in Europe

Public health minister Steve Brine said: "We all have a responsibility to protect children from products that are damaging to their health and education, and we know that drinks packed to the brim with caffeine, and often sugar, are becoming a common fixture of their diet.

"Our children already consume 50% more of these drinks than our European counterparts, and teachers have made worrying links between energy drinks and poor behaviour in the classroom."

A public consultation has been launched ahead of any new laws being introduced with a deadline for submissions set for 21 November, although responsibility for extending any ban across other home nation is a devolved matter.

In England the ban would affect all drinks containing 150mg of caffeine or more per litre and follows on from the implementation of a sugar tax to help reduce spiraling obesity rates.

Marketing Monster UK Government

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