28 July 2014
Australian beverages industry reinforces responsible approach to caffeinated drinks
The Australian Beverages Council has responded to the introduction of education in schools about safe consumption of caffeine by reinforcing that the beverages industry already supports a responsible marketing policy.
“By law Energy drinks are clearly labelled that they are not suitable for children and we recommend a daily maximum of no more than 500ml. Energy drinks in Australia are one of the most stringently regulated in the world,” Australian Beverages Council CEO Geoff Parker said.
The industry commits to the following guidelines:
• Energy drinks are not made available in primary nor secondary schools
• Marketing and advertising activities of energy drinks are not directed at children
• No promotional activities are undertaken that encourage excessive consumption of energy drinks
• Labels of energy drinks do not promote the mixing of energy drinks with any other beverage.
The amount of caffeine in sparkling beverages and energy drinks manufactured in Australia is relatively small.
While caffeine is known to be a mild stimulant, both Health Canada and the US Food and Drug Administration (FDA) have found levels of up to 400 mg per day to be safe for healthy adults.
Australian beverages meet strict guidelines prescribed under the Australia New Zealand Food Standards Code which restrict how much caffeine can be added to cola-type soft drinks and energy drinks.
“Australia’s strict regulations, in addition to a cap on the caffeine content, equivalent to an instant cup of coffee for a 250mL can (80mg), make our energy drink regulations the toughest in the world,” Mr Parker concluded.
Megan Magill – Hill+Knowlton Strategies
+61 (0)438 777 303 email@example.com
Geoff Parker – Chief Executive Officer, Australian Beverages Council
+61 (0)407 646 195
The Australian Beverages Council is the peak body for the non-alcoholic beverages industry and represents 95% of the industry’s production volume through membership.