Who is TINA and why does she seem to hate the energy drinks market? In mid-December 2022, Truth in Advertising (TINA) and the UConn Rudd Center for Food Policy & Health sent letters to more than 40 energy drink companies urging them all to review their marketing. Why? TINA believes these energy drink companies are engaging in deceptive and unfair marketing tactics that are targeting minors. While 40+ energy drink companies were targeted, none more so than GHOST Lifestyle. TINA didn’t just send a warning letter to GHOST; they also filed a 22-page complaint against the brand with the FTC and FDA. The complaint detailed how TINA believes that GHOST targets minors through a multifaceted deceptive marketing strategy. It includes GHOST’s utilization of licensed candy flavors, partnership with gaming lifestyle brand FaZe Clan, and usage of certain social media influencers. Beyond that, TINA also believes that GHOST failed to adequately disclose that its products are only intended for healthy adults and may be harmful to children and make unsubstantiated and unapproved health claims about its products. In this content I will share my thoughts around the Truth in Advertising complaint, but also why GHOST was specifically targeted, what implications that might or might not have to the brand, and also expanding those insights to explain the potential impacts to the entire energy drinks market. To help add a layer of depth to this content, I also asked Daniel Fabricant, President and CEO of Natural Products Association (NPA), to join me for an insightful conversation on this subject matter.  Disclaimer - Do not misinterpret anything in this content for me saying that efforts by TINA have any malicious intent behind them. In fact, I applaud non-profit organizations like TINA for their important role within the business ecosystem. Moreover, if there are data supported changes that would be beneficial, I’m more than happy to work with TINA in some capacity to improve marketing within the energy drinks space.

NPA Letter to TINA

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