Media Statement
1 February 2013
Energy drinks industry response to ‘bragging’ of overconsumption

The Australian Beverages Council, representing the local energy drinks industry, has today responded to recent reports on social media of ‘bragging’ by a small group of people about overconsumption of energy drinks.
“The industry does not condone the over consumption of energy drinks and asks that consumers read the label and follow the clear recommended serve statements – no more than two cans (250mL) per day. What this stupid behaviour shows is that despite Australian regulations being the toughest of all the world markets, you can’t regulate against a lack of commonsense by a small group of people” said the Council’s CEO, Mr Geoff Parker.

In Australia, all energy drink manufacturers and distributors are required by law to comply with the Food Standards Code administered by Food Standards Australia New Zealand – most importantly Standard 2.6.4 (Formulated Caffeinated Beverages) which:
•sets the maximum levels of ingredients (including caffeine) for energy drinks;
•imposes mandatory advisory statements that these products are not recommended for children, pregnant or lactating women or caffeine sensitive persons;
•requires all energy drinks to include an advisory statement that recommends consumption of a maximum of two 250mL cans per day (being 500mL total).

“The Australian regulations restrict the amount of caffeine in energy drinks to 80mg for a standard 250ml can – that’s equivalent to a common cup of coffee, which isn’t regulated. Like drinking coffee, the vast majority of consumers drink energy drinks in moderation. Any product that is clearly intended for multiple ensures the consumer has all the information on pack to consume responsibly. Like many leading brands of food and drink multiple serve packs are common” said Mr Parker. “Drinking too much coffee will lead to the same side effects as drinking too many energy drinks. Most people know that one or two coffees or on or two energy drinks are ok, but anything over that is too much. Everyone knows their limits.

“As an industry peak body we support the existing and stringent requirements of the Food Standards Code which requires clear and concise labelling of both warning and advisory statements on cans or bottles. If some people are stupid enough to ignore these then no amount of regulation will stop them” Mr Parker concluded.

For a copy of the industry’s Energy Drinks – An Industry Commitment go to:

For more information contact:
Geoff Parker, Chief Executive Officer, Australian Beverages Council, M: 0407 646 195

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