There is a danger in our current culture of prevalent advertising that makes certain products desirable to vulnerable sections of the population. An example of this would be the marketing of energy drinks to young people. Advertisers are selling these products (drinks like Red Bull, Monster and Amp) to the youth population, who are easily influenced by what they see in the media. Companies sell these drinks by pushing them on students who are stressed out from the demands of school. However, younger and younger individuals are drinking these products after seeing their older siblings or friends consume them. This creates a dangerous usage of stimulant-filled drinks by a group of individuals who aren’t old enough to make educated decisions about what they are putting in their bodies. Students younger than high school age should not have such easy access to energy drinks.
What Ingredients Are in Energy Drinks
Energy drinks usually include a high caffeine content (through the chemical found in guarana plants) and chemicals like methylxanthines, ginseng, maltodextrin and creatine. The average 8-ounce can contains around 80 mg of caffeine (the equivalent of one cup of coffee.) People use energy drinks for desired effects of increased energy and mental alertness. However, there are some negative side effects that include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms, decreased bone levels, and stomach upset. According to a “New York Times” article in May 2008, energy drinks have even led to seizures that require emergency room visits. France even banned Red Bull in 2001 after a young basketball player died after drinking four cans.
Energy Drinks Still a Money-making Endeavor
Despite the health risks, energy drinks have a huge market in the United States and around the world. There is a prediction that the industry will be worth $10 billion by 2010. Unfortunately, the products are being advertised by the same companies that make safer drinks. This could lead to the possibility of younger people consuming energy drinks because they are put on the market by companies who also make Coca Cola and Capri Sun.
Advertisers get young people hooked by marketing their products as cool, hip and popular. Red Bull, which sells 1.6 billion cans worldwide every year, has a street team that goes to schools to encourage them to try their products. The company is visible in many sports events (like BMX racing and Ryders Cup) as a sponsoring party. The drink is advertised as something that “vitalizes mind and body,” falsely branding Red Bull has a healthy product. Monster energy drinks are marketed towards young athletes as a product that will help them “unleash the beast.” They are a huge advertising component of the Winter X Games in Colorado. The bottom line is that these products should not be advertised as a healthy part of anyone’s diet, let alone young people who can be ill informed of the dangers of energy drinks.
Who Should Monitor Energy Drinks?
The question must be asked: who is responsible for stopping young people from drinking dangerous energy products? There are several groups that could contribute to preventing the youth market from drinking this merchandise. Schools should teach the dangers of energy drinks as soon as possible in health classes. Local government should establish measures to discourage stores from selling to children of an inappropriate age (younger than high school age.)
Above all, parents should monitor what their children are ingesting—including drinks that may look safe on the shelf, but could really be damaging to their children’s health. It is unethical for the advertising world to make money off of a potentially lethal product, but they are doing their jobs by creating marketing to sell their product. It is up to other authority figures who are around the youth population to help dissuade young people from drinking energy drinks.
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