• August 2, 2013

Members of a Senate committee told energy-drink makers in no uncertain terms to stop marketing to adolescents and children.

During a hearing held Wednesday by the Committee on Commerce, Science, and Transportation, a group of lawmakers demanded changes in practices that target children and adolescents, rather than the young adults (18-35 years old) that the makers claim are their core consumers, reports BevNet.com. The senators also promised more hearings until they're satisfied.

“We just want it to end. We’re saying stop it," said Sen. Ed Markey (D-Mass.). 

Senators grilled the beverage makers about specific marketing tactics, and pressured them about putting a warning label on the products stating that the beverages are not recommended for children under 18.

Executives from Red Bull, Rockstar Energy and Monster all said they are not open to that labeling message, although some seemed willing to budge on some of the other demands made by the senators.

Those included closing energy drink social media sites to children and minors, more extensive warning labels on cans, contractual language for new distributors and vendors that permit sampling and promotion only to consumers who are 16 or older, and changes in marketing language to stop encouraging rapid consumption or implying that energy drinks improve athletic performance.