This is any call that mentions any type of energy drink. Looking at the above data, we can draw a few conclusions.
The long term goal of producers and marketers of energy drinks is not less but to own as high percentage of the market share as possible, using any kinds of marketing tools, without taking into consideration ethics and the health risks caused by energy drinks. Health Effects It is a well-known fact that energy drinks such as Red Bull or Monster contain ingredients that could be harmful not only for teens but for adults as well in the long run.
According to pharmaceutical studies of Clauson et al. In Colorado Springs, several high school students last year became ill after drinking Spike Shooter, a high caffeine drink, prompting the principal to ban the beverages.
In March, four middle school students in Broward County, Florida, went to the emergency room with heart palpitations and sweating after drinking the energy beverage Redline.
While adults are — or should be — able to keep their limits, teenagers act in the most unexpected ways. For instance France, Denmark and Norway have banned Red Bull for a certain amount of time — the ban was upheld by the European Court mainly because the caffeine levels were considered to be safe and negative effects of other ingredients were not supported.
The European Union enforced Red Bull and other energy drink providers to warn their consumers of the high caffeine content Nordqvist, In the United States there have been several attempts as well to ban energy drinks — to protect adolescents, but the law does not make any restrictions possible.
Energy drinks, which are classified as dietary supplements, are not regulated by the Food and Drug Administration FDA. Park, Based on the above studies a conclusion can be made that even though energy drinks contain ingredients that can be harmful if consumed un-responsibly, the level of ingredients are still considered to be safe.
Teenagers must be taught that consumption of such beverages should be Targeting teenagers energy drinks self regulation below a certain limit or should be avoided.
Most probably because these drinks are considered to be the drink of popular, young, successful people — mostly sportsmen. Marketing cool became very popular these days, due to the well known fact that teenagers of metropolitan cities tend to use — eat, drink, wear — whatever they believe is cool and in the mean time their parents are willing to pay for these items.
In the sudden a product becomes mass or becomes un-cool according to these teenagers, they are not willing to purchase them anymore. The teenagers who are willing to pay for the products represent a strong and rich audience.
|Energy Drink Abuse Among Teens and Children||Jennifer R Di Rocco: This article has been cited by other articles in PMC.|
Therefore marketers should keep this in front of their eyes when designing new marketing strategies, mostly when talking about brands that tend to target the teenagers. If we take a look at what the energy drink brands represent, it is visible that they are either committed sponsors of extreme sports, other popular sports, Ho, or position themselves in the centre of leisure and parties Arlidge, This certainly is cool amongst adolescents.
It can be stated that Red Bull, Monster, or other beverages are the representatives of cool. Which cool teenager would not like snow boarding, skate boarding, monster trucks, air shows, Formula-1, cross motors, car racing or any other dangerous extreme sport like skydiving?
Helm, Therefore these producers target teenage buyers exactly they way they should be targeted.
Does this seem unfair, or is this an example of perfect targeting? It must me mentioned that these energy drinks give the message to teens never to rest and always do something — to be always on the move. Today a usual American watches television approximately 4 hours 45 minutes per day Shea et al.
By the age an average teenager reaches the age of 21 he or she has watched more than 20 hours of television already. Varying from numerous different sport categories, Red Bull attracts millions of teenagers towards these sports.
They have millions of fans worldwide and hundreds of teenagers started skate boarding because of them. We can mention thousands of examples where an energy drink brand sponsored sport idol became the hero of teenagers.
Because of these idols teenagers later on started doing sports instead of just sitting at home. Should parents thank Red Bull or Monster for doing this? Red Bull can easily reach its target audience through showing them how popular and trendy it is to drink their beverages. In the mean time they give the message to teenagers never to rest, and to do some sports, therefore they can become the cool and popular actors of their environment.
Etical Behaviour After seeing what product Red Bull offers to teenagers, and knowing how these adolescents are reached, it is essential to take into consideration whether marketing tools of energy drink providers are ethical or not.
The American Marketing Association clearly defines what is considered to be ethical from marketing point of view, however, it must be mentioned that acting ethically is always relative, it depends on the values and norms what a certain individual, or what the society tends to understand as ethical.
American Marketing Association states that norms are the following: Let us take a look at these one by one through the actions of Red Bull.
We have seen that even though we cannot state clearly that energy drinks are harmful for teenagers, they could have negative effects if they are consumed un-responsibly.
Red Bull strongly covers its decisions of the ingredients of beverages through a legal perspective. Currently the amount of caffeine and taurine are below the unhealthy limits, therefore Red Bull cannot be questioned from legal point of view.
On the other hand if we take a look at a can of Red Bull it is not described clearly how many milligrams of caffeine or taurine could or should be consumed per day, or how many cans of energy drink can an adult drink without risking his or her health. Just like on the package of cigarettes or alcoholic beverages it should be mentioned in a visible, obvious way that drinking more than one can of energy drink per day could have harmful effects on health.
Red Bull does not harm its buyers, however, the consumers should be educated more about the beverage. In return for this action Red Bull could be representing the care towards consumers.When energy drinks first came under fire a few years ago—with doctors and lawmakers pushing for more transparency and regulation in response to the deaths of year-old Alex Morris and year-old Anais Fournier, among others—most manufacturers agreed to disclose their ingredients and add labels displaying the quantity of caffeine, sugar.
Yes. By their own admission, most energy drink companies market their products to children as young as 12 (sixth graders).According to the Center for Science in the Public Interest, energy drink companies define “minors” as children under the age of 12, for marketing purposes. Companies stop marketing sugary drinks and energy drinks to children and teens, and develop children’s drinks with less than 40 calories per serving and no artificial sweeteners.
Parents should ignore all the marketing claims on drink packages and check ingredient lists on packages of children’s drinks for added sugar, artificial sweeteners, . Though much of the soft-drink industry pledged self-regulation in decreasing marketing to children and teenagers, many are targeting that demographic at increased rates.
George Hacker, a senior policy adviser for health promotion at the Center for Science in the Public Interest, said the study was evidence that the government's hands-off approach to .
Mar 29, · Should Teens Drink Energy Drinks? Energy Drinks are proven to be unhealthy choices for teens. I believe that Teens shouldn’t be able to purchase energy drinks before the age of Energy drinks and highly caffeinated drinks comprise some of the fastest growing products of the beverage industry, often targeting teenagers and young adults.
Cardiac arrhythmias in children related to high caffeine consumption have not been well described in .