Too Much Caffeine???
He says that while there are no known effects
from caffeine that are particular to children, they are at a higher risk from caffeine intoxication because of their smaller size and generally lower tolerance to the stimulant.That’s what helps give them their kick. But unlike soda drinks, in which caffeine content is limited by law, and over-the-counter caffeine stimulants like No-Doz, energy drinks suppliers don’t have to spell out their caffeine content on the label because those drinks are marketed as nutritional supplements and not food.
The energy drinks market isn’t new: Remember Jolt Cola? That was the precursor to today’s energy beverages, making its splash in 1985 with the slogan, “All the sugar and twice the caffeine.”Red Bull was introduced in the United States in 1997, and a slew of competitors have since followed.
Now, the energy drinks segment is among the fastest growing in the U.S. soft-drinks market. In 2006, the market for energy drinks was worth $5.4 billion, having grown an average 50 percent a year from 2001 to 2006, according to market research group Mintel.The caffeine content in energy drinks varies widely by brand: Red Bull has 80mg per 8 oz. can. The limit on a can of soda is no more than about 70mg. The 16-oz. cans of Monster and Rock Star have 160mg and Cocaine has 280mg.
By comparison, a cup of instant coffee has about 100 mg and a cup of tea or a can of cola have 45 mg each.Of course, taking caffeine isn’t new. Many adults use it regularly, with their morning coffee for example. But children’s exposure to the substance is usually limited and their bodies can be unprepared for the large doses they may get through energy drinks. And when people consume energy drinks mixed with alcohol, for example, the risk of adverse effects increases, he said.
The energy drink industry disputes claims that their marketing takes aim at children or encourages possibly dangerous use of their products, and many beverages contain labeling advising maximum daily doses and warnings that the product is not intended for children.
But the writing may be on the wall: After an investigation by 11 state attorneys general, Anheuser-Busch this year agreed in a settlement to stop making alcoholic beverages containing caffeine because of the increased risk they posed to the typically young consumers of the drinks.
Some jurisdictions are looking at restricting access to the beverages. In Canada, doctors in Prince Edward Island are pushing for a ban on the purchase of energy drinks by minors. In neighboring province Nova Scotia, energy drinks are not allowed for sale in the school system, though students can bring them on campus if they buy them outside the school.
Parents should talk to their children about energy drinks as they’d talk to them about alcohol and other drugs, Griffiths advised. As with drinking, energy drinks are not going to go away, so the best tactic is to educate kids about their responsible use and the risks of abuse, he said.
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