Energy Drinks

So-called ‘energy drinks’ that are high in sugar and/or caffeine or other ingredients such as taurine should avoid making statements that constitute health claims and must therefore be authorised on the Great Britain Nutrition and Health Claims Register. This would include claims that a drink will enhance mental or physical endurance or performance.

While there are a number of related ‘on hold’ claims for caffeine at a specific dose that are still under consideration by the UK government, we would nonetheless expect advertisers to provide Radiocentre with supporting clinical evidence for submission to our consultant. This is a complex area and advertisers should not assume that on hold claims will be approved.

Creative treatments containing obviously fanciful elements or obvious exaggerations may be acceptable. Radiocentre will have to judge script on its own merits with reference to the Regulations on health claims.