Page 37 - Provoke Mag Vol5

Products are driven by brand loyalty with creative mar- keting strategies. Contributing to the widespread use is the increase consumption linked to alcoholic cocktail that feature an ED as one of the main ingredients. Peo- ple want to be faster, smarter, and party longer. Party goers drink Vodka and Red Bull, Mississippi Iced Tea, Race Horse, Red, White, and Bull, and Jaeger Bombs just to name a few. Mixing an energy drink with alcohol allows the inebriate to stay awake longer.
But, what is all this consumption truly doing to Amer- icans?
More than 300,000 incidents each day reportedly at- tributed to adults drinking and driving. In the case of mix drinks, the motivation is the reduction of the feel- ing sleepy allowing the inebriates to continue drinking. Eliminating this feeling increases the chance for contin- uous alcohol poisoning in the system and increasing de- structive behaviors that come from drinking too much. Studies have attributed binge drinking to negative be- haviors such as promiscuous sexual behaviors, fights, injuries, criminal activities, and car crashes.[2] If you survive by not driving, you are still a victim of the drink. While these drinks are marketed for their transparent benefit of stimulating the central nervous system with caffeine and natural products, the FDA has linked ener- gy drinks to serious side effects including heart attack, stroke, convulsions, heart failure and death. Marketed to improve physical performance and mental alertness. Studies focus on the large consumption of drinks con- sumed at colleges and among younger adults. Market- ing focuses on this age group as one of its largest target markets.
The studies on the disadvantages of energy drinks are still ongoing. In a 2017 clinical trial published in the Journal of the American Heart Association, a compar- ison study between the effects of energy drinks versus that of caffeine was conducted. The results indicated a higher number of participants experiencing an adverse effect to energy drinks than those who were subject to caffeine. Some of the adverse effects reported include anxiety, insomnia, dizziness, upset stomach, and palpi- tations to name a few.
Manufacturers are now providing warnings on the la- bels to limit the number of drinks that should be con- sumed within a day. Alex Morris, 19 years-old had a fa- tal cardiac arrhythmia and cardiac arrest in the Spring of 2015. Alex consumed 2 to 3 Monster beverages a day
over a period of 2 weeks. At the time, Monster’s label recommended a consumption of no more than 3 cans a day. The Morris family sued and received an undis- closed settlement amount. William Jacob Wade suf- fered a fatal aortic dissection after consuming Red Bull in 2014. An ongoing class action filed against Red Bull represents one of many families trying to advocate the negative consequence of consumption.
There are a series of active lawsuits against the major manufacturers for their participation in deceptive mar- keting and wrongful deaths. Suing these companies ad- dresses the issues after the fact. The American Associa- tion of Poison Control now tracks the number of related deaths caused by EDs.
Surprisingly we see a high number of incidences in American poison control reports related to children un- der the age of 5. Countries such as Denmark, Norway, and France have banned the sale of these products to minors. In America we continue to see marketing cam- paigns that target young people, while manufacturers add ineffective warning labels to caution the general public.
In taking responsibility for our own health, we must first understand what we are putting in our bodies. Words such as taurine, maltodextrin, sucralose, and inositol all imply sugar when researched. These ingre- dients, along with caffeine and pure cane sugar, add to the ongoing health concerns in this seemingly nutri- tional supplement. Under federal regulations the scru- tiny would increase surrounding the lawsuits and side effects caused. However, EDs advertised as dietary sup- plements are not regulated by the U.S. Food and Drug Administration. The label should comply with the Nu- trition Labeling and Education Act, but this only means that all nutritional values should be disclosed.
We may not have full disclosure of what nutrition- al benefits we gain based on the consumption of a Red Bull, Monster, or Rockstar. We know that excess sugars have been attributed to obesity and increase risk of dia- betes. Additional studies directly related to EDs suggest elevated blood pressure and heart irregularities. The re- lated concerns should make us consider if the potential benefit outweighs getting a good night sleep and leading a more energy balanced lifestyle, in lieu of the added risk. As the call for additional studies from research- ers increase, we will have more supporting evidence to make our decision.
Information contained herein should not be considered as medical advice or a recommendation of any health-related issue. If you are experiencing any adverse reaction to energy drinks, please seek a medical professional as soon as possible.