The UAE will start this month enforcing curbs on the sale of energy drinks following reports that such caffeine-rich beverages have caused many deaths worldwide, local newspapers reported on Friday.

The Ministry of Economy will oversee a drive starting from mid-September to stop the sale of Red Bull, Red Power, Lucozade and other energy drinks to under 16 years old and ensure all shops adhere to new rules governing the sale of these drinks set by the ministry, the newspapers said.

The ministry has already notified shops and other marketing outlets about such restrictions and said it expects from them to abide by the new rules or they face a week-long closure and prosecution, they said.

In a statement published in the newspapers, the ministry said the decision to restrict the sale of energy drinks in line with a cabinet decision this year would be take effect on October 29, urging dealers to fully comply with the rules.

“The Higher Committee for the Protection of Consumers has set new rules for the sale of such drinks, including a ban on selling them to those under 16 years old as well as pregnant women, heart patients and those who suffer from allergy to caffeine,” said Hasihim Al Nuaimi, Director of Consumer Protection.

He said the ministry would conduct regular inspection of shops through the UAE to ensure they adhere to the new rules.

“The ministry has asked energy drinks producers and dealers as well as all distributors and shopping outlets to enforce new standards and specifications set by the ministry for the sale of these drinks inside the country. These include the need to issue a purchase bill showing the number of bottles and cans bought by the shop. They also require all shops to stick labels showing the harmful effects of these drinks and the age categories banned from buying them,” he added.

Nuaimi said the new measures followed reports received by UAE health authorities that a number of people had died after consuming such drinks.

Energy drinks, which are soft beverages advertised as boosting energy, usually do not emphasise energy derived from the calories they contain but rather through a choice of caffeine, vitamins and herbal supplements.

Generally, energy drinks include a high level of caffeine, vitamin B and herbs. Other common ingredients are guarana, acai, and taurine, plus various forms of ginseng, maltodextrin, carbonated water, inositol, carnitine, and creatine.

Some contain high levels of sugar, and many brands also offer artificially-sweetened 'diet' versions. The central ingredient in most energy drinks is caffeine, the same stimulant found in coffee or tea.

A variety of physiological and psychological effects have been attributed to energy drinks and their ingredients.

Excess consumption of energy drinks may induce mild to moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation, anxiety, irritability and insomnia.

Adverse effects associated with caffeine consumption in amounts greater than 400mg include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms (arrhythmia), and stomach upset. Consumption also has been known to cause pupil dilation when taken with certain antidepressants.

Nuaimi said the ministry had reached agreement with energy drink exporters to the UAE to stick warning labels on their products not to be sold to under-16.

“The ministry is also planning to assign shops for the sale of energy drinks and allow these shops to put up boards showing they are authorised dealers or sellers of energy drinks. We also think the consumers have a great responsibility to should in this regard. They should read the labels associated with these drinks and all other products so they can protect themselves and their society from harmful or expired items traded in the country,” he said.