With expanding popularity and a large forum for opinioned discussion surrounding these products, the Australian Beverages Council and its members have developed a level of discourse with relation to energy drinks—this includes promoting and following voluntary guidelines, policies, and recommended practices in order to provide a comprehensive approach on this topic presently, and as it continues to grow. The Australian Beverages Council recognizes the current need for public information about the marketplace of energy drinks as a beverage category. We also recognize our responsibility to play a positive role in addressing this discussion, and in promoting and advocating for the appropriate consumption of these products.
Energy drinks in Australia are one of the most stringently regulated categories in all of the world markets. They are regulated under the Standard 2.6.4 (Formulated Caffeinated Beverages) of the Australia New Zealand Food Standards Code. The Code specifies maximum levels of substances which can be added to an energy drink. Every member of the Australian Beverages Council follows these regulations as well as additional guidelines regarding the labelling of energy drinks and recommendations to consumers, such as content disclosure, recommended daily use, and advisory statements. With a higher concentration of caffeine than traditional soft drinks, all labels of energy drinks carry an advisory statement of “Not recommended for children”. In addition, it is also made known that high levels of caffeine are not suitable for pregnant or lactating women or for people with heart disease. Pre-teens and adolescents should also limit their intake of energy drinks, especially as aids for stress or physical activity. In addition, labels of energy drinks will not promote the mixing with alcohol, or make any claims that the consumption of alcohol together with energy drinks will counteract the effects of alcohol.
Our members are also actively involved in responsible marketing, promotion, and consumption of their energy products. As energy drinks are developed for mature consumers, all members commit to ensuring that energy drinks are not made available in primary or secondary schools, that the marketing of energy drinks is not directed at children, and that no promotional activities are undertaken that encourage the excessive consumption of energy drinks.