(BrightPress.org) – Logan Paul and KSI, two popular YouTubers, are coming under scrutiny for their energy drink “PRIME” due to its extremely high caffeine content and slick marketing campaign targeting children who shouldn’t drink it due to health concerns.
The popular sports beverage has even come to the attention of legendary New York Senator Chuck Schumer (D), who is calling on the Food and Drug Administration (FDA) to look into the contents and marketing practices of the beverage company to make sure everything is above-board.
Calling the drink one of the “hottest status symbols for kids,” Schumer warned parents suggesting it presents “a serious health concern” for children that are the target of its “feverish” marketing campaign.
Prime is distinguished in that it markets two beverages, the 200mg per can PRIME energy drink and another called PRIME hydration which has no caffeine content. The branding for the cans is very difficult to distinguish, especially for parents.
The energy drink has a label that says the beverage is not to be sold to anyone under the age of 18, which arguably increases the “cool factor” of the beverage for minors. It is also easy to miss unless a meticulous parent examines the label closely.
Caffeine presents particular risks for youngsters. The ratio of chemical to body weight is higher the less the child weighs, meaning it will have a greater biochemical impact per milligram, and that impact is exacerbated the younger and smaller the child is. Caffeine has been associated with heart palpitations, anxiety attacks, sleep disturbances, and stunted growth.
Popularity with kids is so extreme that long lines formed at some grocery stores when it was released a few months ago, and black markets were rumored to have popped up at elementary and high schools. The drink has already been banned in some Australian schools, and stores are carding prospective buyers to make sure they’re over the age of 18 before being allowed to purchase it. New Zealand, the UK, South Africa, and Canada have outlawed the beverage entirely.
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