[Kabar-indonesia] JP: Energy drink ads targeting teens spark concern

[Joyo at aol.com]

The Jakarta Post
November 1, 2006

Energy drink ads targeting teens spark concern among
advocates

Adianto P. Simamora , The Jakarta Post, Jakarta

The barrage of advertisements for energy drinks, especially
those targeting teenagers, has raised concerns about whether
the products are safe for consumers of any age.

Dicky, 25, a bus driver on the Bekasi to Bandung route,
believed the products are harmless.

"I have had two bottles of energy drink each day during work
for the past two years ... I prefer two products in
particular since I have found they actually refresh me.
Without that, how could I survive over a full five hour
trip?" the chain smoker, who always starts the day with a
cup of coffee, told The Jakarta Post on Tuesday.

Similarly, Azis, a construction worker in Kalimalang, East
Jakarta, said consuming energy drinks helped him work long
hours.

"I usually buy sachets of energy drinks. I mix them up with
a bottle of water. I buy at least three sachets if I work
overtime," said the father of two, who lives in a rented
house.

He earns Rp 45,000 (US$4.95) per day and spends at least Rp
3,000 on energy drinks.

These days, since many people have limited time to keep
their bodies healthy for work, energy drinks are raking in
profits.

The Indonesian Consumer Foundation (YLKI) said that just
five years ago, there were fewer than 10 companies in the
market, and they targeted blue-collar workers.

YLKI executive Ida Marlina, who is in charge of food and
beverages, told the Post that producers then changed their
commercials to attract new consumers.

"They presented images of young people getting recharged
after consuming energy drinks. The visualization lured
youngsters and even children to consume energy drinks," she
said.

Ida said she was surprised at a recent seminar when a father
asked how much energy drink his five-year-old son should be
allowed to have.

High demand has also diversified the composition of the
products. Originally, they were only sugar and caffeine, but
now ginseng and vitamins have been included in the products
so that they can be promoted as healthy drinks, she said.

"The products play in the gray area. They are not medicine,
for sure, they're definitely more than just vitamins, but
they contain medicine-like substances which could stimulate
the human nervous system.

"Therefore, the government must issue rules to regulate the
energy drink business," she added.

Ida also urged producers to publicize strict guidelines for
consumers about the maximum dose.

"They say it is better to consume two cans a day. But they
don't put a strict warning about the maximum dose," she
said. She added that the foundation had yet to receive any
complaints from energy drink consumers, however.

According to U.S.-based Simmons Research, 31 percent of U.S.
teenagers say they drink energy drinks. That represents 7.6
million teens, an increase of almost three million in three
years.

The Associated Press said more than 500 new energy drink
products were introduced worldwide this year.

Nutritionists have warned that the drinks, laden with
caffeine and sugar, can hook kids on an unhealthy jolt-and-
crash cycle.

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Joyo Indonesia News Service
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