Protect Young Fans from Energy Drinks

Energy drinks come in fruit and​ candy flavors and can be purchased by children in the U.S. They contain high levels of caffeine and other stimulants that can raise blood pressure and cause an irregular or racing heartbeat, anxiety, jitteriness, and sleep disruption. In rare cases, seizures, sudden cardiac arrest, and death have been reported.

The American Medical Association (AMA), American College of Sports Medicine, and American Academy of Family Physicians advocate restricting the marketing of energy drinks to children and teens under age 18, and the AMA specifically recommends banning marketing that includes "advertising, sponsorships, and promotional practices that target or appeal to children and adolescents." 

Children are part of the college-sports audience. 60% of children ages 7–11 are college-sports fans. Colleges and conferences actively engage young fans through kids clubs​, youth activities​, camps, and game-day experiences. 

Energy-drink companies are increasingly sponsoring college teams​, athletes, sporting events, and broadcasts viewed by children and teens. Research shows that when energy drinks are advertised with sports, youth feel like they should use energy drinks during sports, and exposure to such advertising is associated with greater energy drink use among youth.

According to a September 2026 Wall Street Journal report, energy drinks are creating “a new market of young consumers,” and energy-drink marketing strategies have included advertising in “college-sports broadcasts.”

Sports-themed energy-drink promotion can  blur the line between sports drinks and energy drinks, creating the impression among youth that energy drinks are appropriate for athletic performance or hydration. Using energy drinks during sports or exercise puts additional stress on the heart and has been associated with rare, life-threatening heart problems. 

• Energy drinks pose documented​ health risks for children and teens.

• For hydration, water is best for most activity; caffeine-free sports/electrolyte drinks may be used for prolonged activity or in significant heat. Energy drinks should not be consumed before, during, or after sports or exercise regardless of health and fitness level. 

• Pediatricians advise that children under age 12 avoid caffeine entirely, while adolescents (ages 12–18) limit intake to no more than 100 mg/day (about two 12 oz cans of cola). Energy drinks commonly contain 150–300 mg of caffeine per serving and should never be consumed by children and teens.

• Parents, coaches, athletic departments, and educators should distinguish energy drinks from sports/electrolyte drinks and discourage youth energy drink use.

• Seek emergency care for palpitations, chest pain, fainting, or seizures after consumption of energy drinks.