Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Energy is produced from many things including protein and sugar. Marketers whose products contain those two ingredients may suggest that their product will provide energy to help in maintaining focus and motivation when working out.
Caffeine is sometimes included in products marketed as an aid to maintaining mental performance or increasing focus. CAP understands that the available evidence in support of caffeine shows a division of expert opinion. Marketers should restrict claims about caffeine to conditional claims such as “Includes caffeine, which could help maintain concentration or endurance” or “Includes caffeine which some experts believe could improve reaction time, concentration and endurance”.
See entries on ‘Energy Drinks’ and ‘Tea’.
Last modified : 29 July 2010