Energy drinks and children: why the EU must finally act
- Energy Drinks
- Sugar, fat & salt
Energy drinks put children and teenagers at risk – yet they’re still aggressively marketed and easy to buy. foodwatch is calling for strict EU rules on sales and advertising to finally protect young people.
On 3 December 2025, the European Parliament’s Committee on the Environment, Public Health and Food Safety (ENVI) held a public hearing on “Food safety risks linked to energy drink consumption in minors”.
The hearing follows a new report by foodwatch Germany and marks a real chance for change. Energy drinks pose serious health risks for children and adolescents, are consumed in potentially dangerous quantities, and are aggressively marketed to young people despite industry denials.
Why energy drinks are a problem for children and teenagers
Energy drinks combine very high levels of caffeine with large amounts of sugar and other stimulants. They are aggressively marketed as lifestyle products associated with extreme sports, gaming, late-night studying and “performance”.
Medical experts have been warning for years about the risks of high caffeine intake for children and adolescents. Documented and suspected health effects include:
- Heart rhythm disturbances (arrhythmias)
- Increased blood pressure
- Sleep disorders and anxiety
- Seizures and, in extreme cases, kidney failure
- In rare cases, even sudden deaths have been linked to the consumption of large quantities of energy drinks in young people
Despite these risks, energy drinks are particularly popular with minors. According to the European Food Safety Authority (EFSA), about 68% of adolescents in the EU consume energy drinks. A quarter of these adolescent consumers report drinking three or more cans in one go – exceeding even the maximum caffeine intake recommended for adults.
Voluntary industry commitments have failed
The energy drink industry likes to claim that it does not target children and that voluntary self-regulation is enough. However, foodwatch investigations show that companies heavily promote their products in environments and channels where young people are particularly exposed:
- Online advertising and influencer marketing on platforms popular with minors
- Sponsorship of sports, e-sports, music festivals and youth culture
- Promotions in shops and at events that clearly appeal to teenagers
Voluntary commitments have simply not delivered. Companies introduce internal guidelines in some countries, while continuing business as usual in others. For example, some retailers in the UK have introduced age limits for energy drink sales – including retail chains that are also in Germany – but the same companies do not apply these restrictions in Germany or in many other EU Member States.
This patchwork of voluntary measures leaves millions of children across Europe unprotected.
Existing national rules are not enough
A few countries have taken legislative steps. For instance, Lithuania and Latvia have banned the sale of energy drinks to under-18s. Some retailers in other countries have introduced their own age limits, and a few chains refuse to sell energy drinks altogether.
But this piecemeal approach is not sufficient:
- Most EU countries still have no legal age limit for buying energy drinks.
- Where rules exist, they often lack effective enforcement (e.g. no ID checks, continued availability in vending machines).
- Marketing restrictions are weak or non-existent, especially online and in gaming, where young people are heavily exposed.
Children’s health should not depend on where they live or which supermarket their parents shop at. The EU and national governments share a responsibility to set high, uniform standards.
foodwatch demands: strong EU rules to protect minors
foodwatch is calling for robust, binding EU-level action built on two main pillars:
- Ban the sale of energy drinks to under-18s throughout the EU
- Ban advertising and promotion of energy drinks to minors
The upcoming revision of the Audiovisual Media Services Directive (AVMSD) in 2026 is a key opportunity to introduce binding EU-wide restrictions on the marketing of energy drinks and other ultra-processed foods to under-18s. In addition, on 16th December the Commission will release the EU cardiovascular health plan. Given the scientific evidence of the effect of energy drinks on cardiovascular health of children, this provides an opportunity to coordinate action at member state level to ban sales to minors.