The Sense Group yesterday expressed its concern that energy drinks are being branded using the names of dangerous and illegal drugs. Joseph Farrugia, chief executive of the Sense Group stated that: “the branding exercise gives the product a personality and therefore may influence consumer behaviour in ways that go beyond its core benefits. Therefore naming an energy drink Cocaine sends a negative message to its intended audience, and may promote the culture of taking illicit drugs. The Sense Group has always maintained that industry should be responsible in the way it promotes its brands and in fact over the years all members of the Sense Group have adhered to a self regulatory code of responsible advertising. The Sense Group unequivocally condemns the branding of energy drinks using names of illicit or dangerous drugs.”

On the other hand, the Sense Group believes that the proposals by Sedqa to restrict advertising and to impose heavier taxation on alcoholic beverages will not reduce abuse. These measures are indiscriminate and punish all consumers, irrespective of whether they are abusers or not.

Mr Farrugia added that in Malta the vast majority of people drink responsibly and there are various statistical information which proves this. Moreover, there is already a high taxation on alcoholic beverages which makes them among the most expensive in European countries and consequently the increase in taxation being proposed by Sedqa would not only impact negatively on the majority of responsible drinkers and make Malta more expensive to tourists, but would not achieve the objective of reducing consumption by those who choose to abuse the drinking of alcohol.

Mr Farrugia stressed that the best way of reducing alcohol related harm is to emphasise the undesirable effects of abusive consumption, and to promote the positive aspects of responsible drinking among those who reach the minimum drinking age. He agreed that law enforcement is also necessary and this was expressed by the Sense Group at a number of high level meetings with the authorities.

The Sense Group said that all stakeholders including the industry, the trade, government and parents should contribute to the creation of awareness of the dangers of abusive drinking.

Mr. Farrugia said that, as it has done in the past years, the alcoholic beverage industry, through the Sense Group, will continue with its efforts to promote moderate and responsible drinking that has always been a positive feature of Maltese society.