Unfortunately our elected representatives and policy makers turn to the corporations for insight on marketing to children. The industry funds and designs academic research, designed to make it’s product appear harmless. Now it is the wild west, any ridiculous claim can be made in media content. There used to be laws about marketing products with health claims, in the US. The FDA and FTC are no longer tracking the extensive marketing, product placement, and content marketing. At the same time the media claims there is over regulation, to protect these industries. Our regulatory agencies, and health industry regulators are no longer functioning. Since caffeine is assumed to be harmless and not a drug, these soft drink marketers found a loop hole and exploited it fully. With the advent of social media, and the continuing targeting of marketing at children, it is really clear that the regulatory agencies are no longer functioning. The drinks have been marketed as status indicators, compelling more kids to consume them. It is really clear that our youth are under a lot of stress to perform, athletically and academically. There is an uptake in the abuse of stimulants, including crystal meth, and ADHD medications. In some cases these drinks are ingested along with stimulant medications, or in place of them. ![]() Many include vitamins, herbal products, and amino acids, giving the drinks the false veneer of a health product. In much the same way they peddled vaping on social media, these drinks were marketed as wellness products. The marketing, is targeted at teens, and young adults. That leads to more consumption, which includes multiple servings a day. The big box stores sell them in bulk, and many consumers buy them that way. These drinks are more expensive than the usual soft drinks and some take up less shelf space, making them more likely to be promoted. They cross over into the wellness category, meaning since they are assumed to be harmless, there is no research. At every point of sale there are the ubiquitous energy drinks, advertising concentration and vitality. Parents believed this stuff was harmless because it is marketed everywhere. The industry would have made it difficult to track the adverse events. There may even be a correlation with acts of aggression, and crippling anxiety. There is no check box on any intake form for caffeine or energy drink consumption. ![]() There is no way to track how many Emergency room visits or psychiatric episodes.
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