KARACHI: Consumers Association of Pakistan (CAP) Chairman Kaukab Iqbal has called for a nationwide ban on the sale of energy drinks, especially to children and young people.

Iqbal cited concerns over beverages that contain high levels of sugar and caffeine. He said child health should take priority over commercial interests.

The CAP chairman welcomed the Senate Standing Committee on Science and Technology’s approval of a proposed amendment to restrict energy-drink sales at educational institutions in Islamabad.

However, he said authorities should consider extending the measure across Pakistan.

CAP Seeks Stronger Energy Drink Controls

Iqbal called for a comprehensive review of energy drinks and their impact on consumers. He said regulators should examine caffeine and sugar levels, product labels and health warnings.

He also urged authorities to review how companies market and promote these beverages.

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Iqbal proposed strict controls on the sale and promotion of energy drinks in and around educational institutions. He said children and young people need special protection from potentially harmful consumption.

He also called for prominent disclosure of sugar and caffeine content on cans and bottles. Clear health warnings, he said, would help consumers make informed choices.

CCP Asked to Review Energy Drink Advertising

The CAP chairman urged the Competition Commission of Pakistan (CCP) to examine energy-drink advertising, particularly television commercials.

He said some advertisements may create misleading impressions about the products’ ability to improve physical strength, endurance or performance.

Iqbal called for closer scrutiny where companies make claims that lack adequate evidence.

He also highlighted advertisements that feature children, young people, attractive imagery, extreme physical activities or potentially dangerous stunts.

According to Iqbal, such marketing could encourage inappropriate consumption or give consumers a misleading impression about energy drinks.

Regulators Urged to Coordinate

Iqbal called on the CCP, federal and provincial food authorities and other regulators to review energy-drink campaigns across different platforms.

The review should cover television, digital platforms and social media.

He said regulators should take action whenever they establish violations of applicable laws or regulations.

He also urged authorities to enforce competition laws against deceptive marketing. This includes false or misleading information, unsupported claims and the omission of important information.

Senate Proposal Not Yet a Nationwide Ban

Iqbal stressed that the Senate committee’s proposal does not amount to a nationwide ban.

The proposal remains part of the legislative process and currently focuses on educational institutions in Islamabad.

However, he said the development reflects wider concerns about children’s nutrition, food safety and the consumption of highly caffeinated and sugary beverages.

He urged federal and provincial governments to develop a uniform national policy on energy drinks. He also called for stronger regulatory monitoring and greater consumer protection.

“Children’s health must come before commercial interests. Pakistan needs a strong, science-based and nationwide regulatory framework to protect young consumers from potentially harmful consumption and misleading marketing,” he said.