The restriction will apply to drinks containing more than 150mg of caffeine per litre, including many popular energy drinks brands, and will cover sales in store, online and through vending machines.
Retailers will be responsible for ensuring that affected products are not sold to under-16s, with local authorities enforcing the legislation. Businesses that fail to comply could face fines of up to £2,500*.
For many convenience retailers, the change may be relatively straightforward. According to the Association of Convenience Stores (ACS), four in five independent retailers already have a voluntary policy in place restricting the sale of energy drinks to young people**.
ACS Chief Executive Ed Woodall said local shops have a strong track record of managing age-restricted products and are well placed to apply the same approach to energy drinks but has urged the Government to provide retailers with sufficient time, guidance and support to prepare for the new requirements**.
The ACS has also highlighted the importance of Challenge 25 policies, which many retailers already use for alcohol, tobacco and vape sales, as an effective way of reducing confrontation and ensuring compliance.
While some stores, particularly those located near schools, may experience an impact on sales, the legislation is largely expected to formalise practices that many convenience retailers have already adopted voluntarily. As a result, the transition is expected to be relatively straightforward, with staff training, signage updates and customer communication the key areas of focus.
*Gov.uk – DHSC
**Association of Convenience Stores (ACS)