The controversial "alcopop" drink, Four Loko, may be reworking its advertising campaign. Massachusetts Attorney General Martha Coakley and 19 other attorneys general reached a settlement with the producers of the drink this past Tuesday, according to Boston.com.
Four Loko, created by Phusion Projects, LLC, is sold in tall, brightly colored cans and comes in a variety of fruit flavors. It's been blamed for scores of deaths and hospitalization of young people since it was first introduced in 2005, according to the LA Times. Since then, several states have banned the sale of the beverage and regulators have looked into its safety.
The drink actually once had caffeine in it. However, the company voluntarily removed caffeine from its drinks in 2010 shortly before the U.S. Food and Drug Administration banned the stimulant as an ingredient in alcoholic drinks, according to the LA Times.
Now, it seems like the drink may be receiving more penalties. Phusion Projects will have to pay a $400,000 fine, and the drink is banned from being marketed on school or college property. In addition, no models or actors younger than 25, or who appear younger than 21, may be used in product advertising, according to Food Safety News.
"This is an important step toward ending the irresponsible marketing of alcohol to young people," said San Francisco City Attorney Dennis Herrera in a statement. "I'm grateful that we were able to get this industry leader on the same page with consumer protection offices in San Francisco and 19 states. The result will be better informed consumers and a safer, healthier marketplace."
With the new policies in place, Four Loko will likely be less abused by young people in the future. That said, this case highlights the importance of regulating underage drinking-especially in college students. When abused, alcohol can contribute to injury and death.
