Dentists call time on sports drinks marketing and urge levy extension

New evidence published by academics at Cardiff University and Cardiff Metropolitan in the British Dental Journal has revealed nearly 90 per cent of 12-14 year olds are consuming the high-sugar acidic drinks – despite being aware of the negative effects on general and dental health.

The study has concluded that children are drawn to these drinks by their branding. The children incorrectly believed that the drinks were being marketed at everybody, including their age group, despite these drinks only being intended for adults taking part in elite sport.

The study reveals that:

Tooth decay is the leading cause of hospital admissions among young children in Britain. 

Dentists have called for energy drinks to be covered by the sugar levy and for restrictions to be placed on both marketing and display. In supermarkets, sports drinks are sold alongside regular soft drinks, giving the misleading impression they are for general use.

Sports drinks – containing carbohydrates, minerals, electrolytes and flavourings – are designed to replace fluid, sugars and electrolytes lost during exercise and sweating. They are typically acidic and often high in sugar, meaning that they risk causing enamel erosion and tooth decay, respectively. These drinks were originally developed to be consumed by athletes and people undertaking very intense or extended periods of exercise.