The Canadian Beverage Association (CBA), the voice of the non-alcoholic beverage sector, firmly opposes any proposed sales restrictions on energy drinks. This measure is not supported or justified by the science, introduces a new regulatory definition of energy drinks that differs from Health Canada direction, and risks creating unintended consequences.
The available evidence does not support additional regulatory interventions such as product-specific sales restrictions. The Quebec Government’s Multidisciplinary Advisory Committee’s report does not establish a causal link between energy drink consumption and adverse health outcomes. Energy drinks and their ingredients have been thoroughly assessed and confirmed as safe by numerous health authorities, including Health Canada, the European Food Safety Authority (EFSA), and the Food Standards Australia New Zealand (FSANZ), among others.
The CBA shares the goal of keeping young people safe and informed. However, to be effective, public health decisions must be based on scientific evidence and an accurate picture of consumption habits. Awareness-raising initiatives, commitments made by the industry on advertising, and continued compliance with the evidence-based Supplemented Foods regulatory framework represent more targeted and proportionate approaches. CBA members remain committed to clear labelling and responsible communication, and support balanced, science-based discussions to help consumers make informed, confident choices.
Sound public policy requires a thorough, evidence-based consultation that draws on the full range of scientific, regulatory, and stakeholder expertise. The CBA will continue to advocate for decisions grounded in the best available evidence.
Background
Energy drinks in Canada must already comply with a stringent Health Canada framework to ensure they are safe, including caffeine limits, ingredient rules, and mandatory cautionary labelling directed to those sensitive to caffeine including those under 14 years old, pregnant or breastfeeding women.
The industry has also made meaningful commitments. CBA member companies that produce and distribute energy drinks in Canada have long committed to responsibly marketing their products, including prohibiting advertising targeting children and prohibiting sales in primary and secondary schools, as set out in the CBA Energy Drink Marketing Code. This Code has been in place since 2010 and is regularly updated.
Additional Information
- Institut national de santé publique du Québec (INSPQ) found that coffee and tea are consumed more frequently and in higher amounts than energy drinks in the Quebec population
- In Québec, a 250-ml energy drink typically contains less caffeine than a small drip coffee from a coffee house.
- The 2021 Health Canada caffeine risk assessment notes that “the available evidence supports that moderate consumption (up to 500 ml per day) of a typical CED authorized for sale in Canada is safe for the general population of healthy adults and adolescents.”
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MEDIA CONTACT
Erich Schmidt
416-939-4749
erich@canadianbeverage.ca