A third of UK kids guzzle caffeinated energy drinks every week!

With Keir Starmer planning to ban energy drinks from being sold to under-16s on the high street or online, it’s hoped that the move will improve children’s health and ability to concentrate in classes.

The sale of energy drinks has been largely fuelled by high levels of youth-targeted advertising and marketing, as well as social media stars and influencers such as Youtubers Logan Paul and KSI, who have more than 40 million subscribers on their YouTube channels between them. They are not alone with many sports stars, movie stars, and music stars endorsing different brands.

What is Keir Starmer proposing? 

Keir Starmer is advocating for a ban on the sale of highly caffeinated energy drinks to under-16s to address children’s health and improve classroom concentration. These drinks, high in caffeine and sugar, contribute to tooth decay and poor behaviour in schools. Dentists highlight a tooth decay crisis among children, while teachers report that these beverages hinder learning.

Labour launch Child Health Action Plan

The plan includes 100,000 urgent dental appointments to reduce backlogs and a national supervised toothbrushing program for young children. Additionally, junk food ads will be banned on TV before 9pm.

What will be banned?

Labour’s plan will enforce a ban on energy drinks with over 150mg of caffeine per litre for under-16s, monitored by trading standards.

Retailers will have to verify age similarly to alcohol and tobacco sales, with fines up to £2,500 for non-compliance. Despite a prior campaign leading major supermarkets to stop selling these drinks to minors, parents worry about their availability in smaller shops.

The popularity of brands like Prime Energy, Monster, and Rockstar, which contain significantly more caffeine than coffee, is notable, especially among boys.

Excessive caffeine consumption in children is linked to headaches, sleep issues, and behavioural problems, negatively impacting school performance.

Although a 2018 government consultation showed strong public support for banning energy drink sales to children, no action has been taken. Starmer’s initiative aims to reduce waiting times, tackle the cost of living crisis, and enhance health outcomes, ensuring a healthier start for every child under Labour’s governance.

Celebrity chef, Tom Kerridge, who campaigns about children’s food, said: “The health and wellbeing of our children should be at the forefront of everybody’s thinking. Ultra processed food, that includes energy drinks, are adding to an increasing problem of long-term health concerns for future generations. Banning these drinks for under 16s can only be a good thing.”

John Dicey, Global CEO of Allen Carr’s Easyway, comments,

“We’ve seen youngsters influenced by slick, celebrity-led marketing campaigns that deliberately target them. They’ve become convinced that they need these high-caffeine and sugar-content drinks to live a normal life. It’s not just something they’ve been sold as an accompaniment to sports activities—but as part of their everyday lives. Frequent use of such stimulants achieves the opposite effect to that which the user intends – it makes them more tired, less energetic, and less able to focus”.

Further reading:

• Keir Starmer’s plan to ban under-16s from buying energy drinks is featured in The Mirror
• Logan Paul reacts to claims that his Prime Energy drink is unsafe for kids on ABC News
• Why not take a look at hour our sugar addiction programme and caffeine addiction programme can help you