FDA and FTC Banish Four Loko and Joose

by Robert C. Lehrman on November 17, 2010

In a massive and coordinated action yesterday, the Federal Government moved to favor Red Bull and pummel other drinks with caffeine.
FDA handed a giant gift to Red Bull here.
The FTC handed a humongous present to Red Bull here.
Other actions are expected imminently, as legions of other regulators rush in to exaggerate the dangers (it looks like soda, it’s “loaded with caffeine,” it’s like a “plague” and “toxic”) and ignore evidence to the contrary. This follows many state actions in recent weeks. Presto, problem solved! We eagerly await the evidence that young people cut back on alcohol, or cut back on co-consumption of  alcohol with caffeine. We hope it’s better than the current leading study; it purports to highlight the dangers of the pre-mixed products such as Four Loko, Liquid Charge, Joose and scores of others — without ever having examined any such products. Instead, the O’Brien study reviewed products so different they are not even within the scope of yesterday’s governmental actions (none of which, after some dexterous sleight of hand and misdirection, stopped it from instigating the above actions).
We believe caffeine and alcohol raise plenty of important public policy issues, whether they are combined or not, and they warrant serious deliberation. But many of the deliberations so far reflect political pressures more than an even-handed review.
November 18, 2010 Update:  TTB lands another blow, against caffeine added to alcohol beverages, here.