The Food Safety Agency of the Republic of Azerbaijan (AQTA) has identified a growing trend in the local market where non-energy soft drinks are being marketed in a manner that misleads consumers. Through recent monitoring, the agency found that various beverages are utilizing visual cues and branding typically associated with energy drinks, creating false perceptions among the public regarding the product's actual nature.
According to AQTA, the issue stems from the use of aggressive imagery, symbols of power, and keywords such as "energy" or "power" on packaging, even when the product does not meet the criteria for an energy drink. A survey conducted by the agency revealed that 72 percent of respondents mistakenly identified these soft drinks as energy drinks. Furthermore, over 50 percent of the sampled products contained visual elements—such as animal imagery or references to high physical performance—that are designed to imply the product provides an energy boost.
The agency emphasizes that energy drinks are distinct from standard soft drinks, often containing ingredients like caffeine, taurine, and guarana, which require specific health warnings and age restrictions. Under the Law of the Republic of Azerbaijan "On Food Safety," products must not be labeled or marketed in a way that suggests properties they do not possess. AQTA has issued a formal warning to manufacturers, demanding that packaging be brought into compliance with legal standards to prevent consumer deception, noting that similar issues were previously identified in 2022.
