High levels of sugar and caffeine have been linked to obesity and other health issues.
Energy drinks contain high levels of caffeine and sugar. A can of Monster, for example, includes 160mg of caffeine and 55g of sugar. Such high levels can create physical and mental health problems for consumers, these are known as ‘private costs’. However, excessive levels can also create spillover costs for third parties, for example, lower productivity at work or increased pressure on the NHS. These costs are known as external costs or ‘negative externalities’. The problem is that the market tends to ignore these costs resulting in an inefficient allocation of resources. In order to reduce consumption, the government has a series of options. Recently we have seen the introduction of a sugar tax, which should increases firms costs and lead to higher prices. However, the government has decided they need to take more direct action on energy drinks by using an alternative means of intervention, regulation. Approximately 68% of buyers of energy drinks in the EU are aged 10-18, so the UK ban is likely to have a significant effect on firms revenues and profits. One issue for the government is that, unlike a tax, which raises revenue, regulation needs enforcement, which creates administrative costs. There is also an alternative view, that consumers should be free to make their own choices. However, that, in my view, is a difficult case to make when you think about the relentless efforts of the marketing departments at Red Bull et al and the fact that so many of the buyers are children.