The producers of energy drinks have an important responsibility to ensure that their products do not appeal to children and young people, emphasizes Health Minister Sophie Løhde. Although a ban on the sale of energy drinks to individuals under the age of 15 is not on the agenda, the minister urges the industry to regulate their marketing practices.

In a letter to the director of the Danish Brewers Association (Bryggeriforeningen), Nick Hækkerup, Sophie Løhde expresses her concern that energy drinks are marketed in a way that attracts children. She points out the use of colorful packaging, cartoon characters, and QR codes in marketing as particularly problematic elements.

The Health Minister highlights that it is especially children and young people who are vulnerable to the side effects of energy drinks, which can include symptoms such as palpitations, restlessness, and sleep disturbances. Therefore, it is crucial that producers take their responsibilities seriously and avoid attracting this age group.

Despite Norway’s ban on the sale of energy drinks to children under 16, which was implemented in 2023, Sophie Løhde does not see a similar ban as the right solution for Denmark. She explains that there is consensus at Christiansborg (the Danish Parliament) to explore other measures and gather more knowledge instead of imposing a ban.

The Danish Brewers Association has already established guidelines that prohibit the direct marketing of energy drinks to children under the teenage age. These guidelines also include requirements for packaging design to ensure it does not appeal to children. Nick Hækkerup has previously stated that children should not consume energy drinks, and therefore the industry should not market these products to them.

Nevertheless, Sophie Løhde believes that some producers continue to use marketing strategies that do not clearly comply with the established rules. She encourages the industry to review their practices and to collaborate with influencers thoughtfully to avoid targeting a younger audience.