Lithuania Becomes First European Country to Ban Energy Drinks to Under 18s

From November 1 this year, Lithuania has banned the sale of energy drinks to those aged under 18 years. This makes the country the first in the European region to do so. The decision to impose the ban was frozen in May 2014, and has now been definitively imposed across the country. On similar lines, yet another ban on energy drinks targeted at under 18s will also be imposed very soon in the Baltic state.

As per the specifics of the ban, any drink that contains 150 miligrams per liter of caffeine is considered as an energy drink. To put things in perspective, consider this: A 250ml can of Red Bull typically contains about 80 mg of caffeine.

Authorities were forced to consider this ban seriously after a 2013 study commissioned by the European Food Safety Authority commissioned revealed that in Europe, nearly 70% of energy drink sales could be attributed to teenagers. Lithuania, teenagers accounted for about 50% of the total sales of energy drinks.

However, energy drinks are not being regarded as a public health risk by the government. This is also the reason it hasn’t placed these beverages in the same category as alcohol and tobacco.

Government officials said that ample research has been done to prove that energy drinks could be detrimental to health – especially so for teenagers – and hence it became imperative for the government to take corrective measures.

Meanwhile, market watchers said that this ban will severely dent the energy drinks market in Lithuania, which in 2014 was valued at 26.4 million euro, according to Euromonitor.

Posted in

Rohit Bhisey

An AVP at the Marketing department at Transparency Market Research, Rohit has his fingers firmly placed on the pulse of the business world. He has a keen eye for any new development that could rock our world. He is adept at strategizing to boost web traffic and generate new leads. He is also an expert in Google Analytics, something which he feels could go a long way in getting sites more traction by providing necessary insights. Rohit is a Bachelor in Computer Science from the Pandit Ravishankar Shukla University and takes keen interest in writing news articles on technology, business, and healthcare.

Leave a Reply