As campaigners mark 700 days since the Government pledged to ban sales of high-caffeine energy drinks to children in the 2024 King's Speech, leading voices are pressing Ministers to finally act.
The British Dental Association has joined a coalition of leading health organisations, academics, youth campaigners and celebrity chefs to set out profound concerns that the failure to bring forward legislation promptly is having a profound negative effect on classrooms and children’s health and wellbeing.
Jamie Oliver, the BDA, Bite Back, Sustain: the alliance for better food and farming, Action on Salt & Sugar, and the Association of Directors of Public Health warn that continued inaction is putting children’s health at risk.
An estimated 280 million energy drinks - around 300 per minute, or 5 drinks per second - have now been sold since the Government promised to ban direct sales to children. High-caffeine energy drinks are already required to carry warning labels saying “Not suitable for children”. Many supermarkets already voluntarily restrict sales to under-16s, but they are still widely sold to children by other shops and cafes.
Despite concerns over their health impacts, the market for energy drinks has boomed, recently overtaking cola as the UK’s largest soft drinks category, yet promised protections for children remain undelivered.
Despite the Prime Minister’s pledge to “always take the tough decisions necessary to keep our children healthy,” campaigners express frustration that a hugely popular public health policy, backed by parents, teachers and major retailers, has not been delivered.
The case for action is overwhelming:
- Teachers rank excessive energy drink consumption among their top concerns for pupils, even above some illegal substances.
- Eight in ten parents support restricting sales to children.
- Retailers themselves have called for regulation to ensure a level playing field.
Jamie Oliver, Chef and Child Health Campaigner
“I genuinely can't believe we're still having to talk about this. The Government promised to ban the sale of energy drinks to children, yet here we are — two years and 280 million cans consumed by kids later — and nothing.
We know that these products are bad for children - they have no place in a child's backpack, alongside their breakfast, or keeping them company through an exam.
Come on, Prime Minister. Put kids first. Keep your promise.”
Eddie Crouch, Chair of the British Dental Association, responded:
"Packed with sugar and highly acidic, dentists see the damage energy drinks are causing every day.
“The result is children struggling to eat, to sleep and to learn. We've heard the promises, now the Government needs to take them off the menu."
Alice, 18, Bite Back youth activist, said:
“For years, my friends and I in the Bite Back youth movement have campaigned for action on energy drinks. Last year felt like a real breakthrough. We sat down with ministers, shared our experiences and were told that protecting children from these products was the right thing to do and that action would follow.
“That’s why it’s so disappointing to still be waiting almost two years later. While government delays, energy drinks remain everywhere in young people’s lives – promoted by influencers, linked to sport and sold on the journey to and from school. Young people kept our side of the bargain by speaking up and taking part in the consultation. Now we want the government to keep its promise and finally get this ban over the line.”
Clare Frewin, parent of 16, 14 and 11 year old and Children’s Food Ambassador:
“At a time when children are under pressure, they need healthy sleep, good nutrition and support - not products that undermine wellbeing. My daughter who is currently taking her GCSEs, says it has become “normal” for young people to start the day with energy drinks, and that needs to change.
Rounaq Nayak, parent of 5 and 11 year old and Children’s Food Ambassador:
"As parents, we do everything we can to keep our children safe and healthy. That’s why regulating energy drinks and limiting their access to young people is so important. We already know enough about the risks - there has been plenty of research, discussion and consultation. What we need now is action.
“Families and communities are asking for stronger safeguards, and we need the government to listen. While companies that profit from these products may not welcome these changes, our children’s health and wellbeing must come first. If we are serious about protecting the next generation, we cannot afford to delay any longer."
Charlotte Harrison, Senior Safeguarding Consultant and Teacher, said:
“Protecting children from avoidable harm is one of the most basic and fundamental safeguarding responsibilities. That is hard to reconcile with the continued sale of high-caffeine energy drinks to children, despite clear evidence of the harm they can cause to young people's mental wellbeing, physical health and learning.
“As a safeguarding consultant and former teacher, I fully support the proposed ban on the sale of these products to under-16s. The government has repeatedly recognised the risks, promised to take action, and yet nothing has changed.
“In schools, we see the impact every day. Energy drinks affect concentration, behaviour, sleep and wellbeing, making it harder for young people to learn and thrive. The evidence is clear, and action is long overdue.
“The government made a promise to put children's health first. It is time to keep that promise and finally introduce this ban.”
Barbara Crowther, Children’s Food Campaign Manager at Sustain:
“Parents, teachers, doctors, dentists and even our major supermarkets themselves have all been calling for an industry wide ban on high caffeine energy drinks sales to children. The evidence of how they harm children’s health and disrupt teachers and classrooms and pupil wellbeing is very clear. So why are drinks saying ‘not suitable for children’ on the can still being sold to children across the country, 700 days after the government said they would stop it? We want answers, and we want the ban now.”
Professor Amelia Lake, Deputy Director of Fuse, The Centre for Translational Research in Public Health and Professor of Public Health Nutrition, Teesside University
“The international evidence is clear; drinking energy drinks is associated with both poor physical and mental health outcomes in children as well as poor educational attainment.
“Our recent research shows these drinks are widely available to children particularly from smaller shops and online. Speaking with children we know that marketing and branding play a powerful role in influencing young people's purchasing decisions.”