Food and Drink - Spring 2014 - 14

marketing law: by michael gruver and glenn pogust

Targeting Audiences
Marketing practices may open a new front in energy drink litigation.

Prevent lawsuits by avoiding
youth-directed marketing.

A

Although energy drinks make up only one percent of non-alcoholic beverage sales in the United States, no other food product
has felt more intense scrutiny from Congress and the FDA during the past year.
While some energy drink manufacturers
currently face lawsuits alleging that their
products directly caused deaths or seri-

14 food & drink * spring 2014 * www.fooddrink-magazine.com

ous injuries, the most signi´Čücant interest
of lawmakers appears to center on the
potential harmful effects of marketing

these products to children. It is in this
area that new laws or regulations affecting energy drink manufactures are most
likely to emerge in 2014, accompanied
by a potential new wave of lawsuits focusing on marketing practices.
To some extent, energy drink makers have become victims of their own
success. While sales of most other
beverage categories have declined, en-


http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food and Drink - Spring 2014

Contents
Food and Drink - Spring 2014 - Cover1
Food and Drink - Spring 2014 - Cover2
Food and Drink - Spring 2014 - 1
Food and Drink - Spring 2014 - 2
Food and Drink - Spring 2014 - Contents
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Food and Drink - Spring 2014 - Cover3
Food and Drink - Spring 2014 - Cover4
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