Cannabis energy drink without cannabis?

Cannabis Energy Drink launched in Australia and New Zealand
After the launch of a Cannabis Energy Drink in Australia and New Zealand, intense discussions about possible negative effects of the bizarre advertising message flared up. According to the manufacturer B100's promise, the version of the drink offered in this country consists of a "high-quality energy drink with natural ingredients", whereby the "flavor is enriched with hemp seed extract". Although caffeine, taurine and vitamin B complex are included, but the cannabis energy drink contains no THC and thus exert no drug effect. The drink is "unsuitable for children, diabetics, pregnant women or other persons who are sensitive to caffeine."
In Australia and New Zealand, the manufacturer of cannabis energy drinks has sparked heated discussions with his product, which in principle has nothing in common with cannabis. Because in both countries, the hemp seed extract is not allowed as a component, so that the manufacturer renounced this ingredient. It remains only the name of cannabis. With this name addition, however, much attention can be gained, which also illustrate the current reactions. Whether adolescents are actually seduced by the drink to cannabis consumption is doubtful, according to Geoff Howard of Drug-ARM in a press release from the press agency. However, the name of the drink remains extremely worthy of discussion.

Many manufacturers try to use the hemp leaf on their products targeted for marketing, although no cannabis components are included. (Image: johny87 / fotolia.com)

Transparent advertising strategy with cannabis as a lure
In terms of marketing, the product name of the energy drink is "somewhat irresponsible as younger people tend to use such products," New Zealand Drug Foundation director Ross Bell is quoted as saying by "pressetext". The strategy is simple: get high attention quickly, especially among younger target groups. Businesses are of the opinion that "they are particularly smart in attaching cannabis leaves and the like to their beverage cans. I think that's a pretty bizarre attempt to sell their products to young people, "says Bell.

Strictly control critical product names
Although no sustainable effects on cannabis consumption in Australia and New Zealand are to be expected with the launch of the energy drink, as around half of the population in New Zealand has already tried cannabis, according to Ross Bell, the experts generally rate the product name critically. The manufacturer deliberately tested the limits. Here, Bell called for intervention from organizations such as the Advertising Standards Authority when such products hit the market. However, this sees itself only in the presence of appropriate complaints to action prompted. According to pressetext, the drink producer was warned by the Queensland Health Health Authority about potential difficulties in promoting the drink. Although analyzes carried out as a result of numerous complaints have revealed that cannabis is not present in the drink, the reference to cannabis in advertising is prohibited. The company is therefore advised not to sell the product in Queensland. If this does not happen, further steps may be taken. (Fp)