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Red Bull hits back at child marketing accusation

The claims in an article that attacked energy and sports drinks manufacturers for targeting children via marketing strategies have been denied by Red Bull.

The energy drink giant said that youngsters are not the target of their marketing campaigns.

The report, which was published by the American Academy of Pediatrics, drew attention to the health risks to children who consume energy and sports drinks and concluded that “Stimulant containing energy drinks have no place in the diets of children or adolescents”.

Red Bull, however, has retaliated against the author’s claim that “sports and energy drinks are being marketed to children and adolescents for a variety of inappropriate uses”, saying that the energy drinks industry has taken action to stamp out child-focused marketing.

In a statement from the company Red Bull said, “We do not market our product to children and other caffeine sensitive people”.

“The authors of this report seem to be unaware that the American Beverage Association (ABA) and also the European Beverage Association (UNESDA) have already agreed codes of practice for the marketing and labelling of energy drinks,” said Red Bull.

Last year UNESDA published guidelines advising the energy drinks industry to label their products that they are not suitable for children. The Academy of Pediatrics claims the rules do not go far enough to curb inappropriate marketing.
 

Image courtesy of www.digitaljournal.com

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