Soft drinks industry criticises proposed Welsh energy drink ban for under-16s

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Welsh Government plans to ban the sale of high-caffeine energy drinks to under-16s have been branded “unnecessary” by the soft drinks industry.

Ministers want to stop shops and online retailers from selling drinks containing more than 150mg of caffeine per litre to under-16s, excluding tea and coffee.

The plans also include a complete ban on selling these drinks from all vending machines, due to the obvious difficulties checking a customer’s age.

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Under the proposals, local trading standards officers would enforce the restrictions. Small businesses could face £1,500 fixed penalties for selling the drinks to children, while medium and large businesses could be fined £2,500.

The move would follow England, where a ban is due to come in from April next year.

However, the British Soft Drinks Association (BSDA) has questioned the need for a ban, claiming the policy is not supported by evidence of overconsumption or harm.

A BSDA spokesperson said members had already committed not to market energy drinks to under-16s under a voluntary code of practice introduced in 2010.

The spokesperson added: “The available evidence shows that the vast majority of caffeine consumed by children and adolescents comes from sources other than energy drinks. Any government intervention should be proportionate and based on firm evidence.”

Deputy Minister for Public and Preventative Health Nerys Evans MS launched the consultation to finalise the enforcement framework and online age-verification rules.

In a written statement on the matter she said: “The previous Welsh Government consulted and gathered evidence on proposals to restrict the sale of high-caffeine energy drinks to children under 16, with broad support for action.

“Having considered the evidence and responses to that earlier consultation, the current Welsh Government intends to take forward proposals to prohibit the sale of high-caffeine energy drinks to children under 16, subject to the outcome of this consultation.”

She continued: “To support consistency and minimise burdens on businesses, the proposed enforcement framework broadly aligns with the approach being taken by the UK Government to legislation banning the sale of high-caffeine energy drinks to children under 16 in England, while reflecting Welsh enforcement arrangements.”

The Welsh Government maintains that evidence links high-caffeine energy drinks to headaches, tiredness, reduced sleep, and an increased risk of stress and anxiety in children.

The consultation runs until December 17, 2026.

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