Since 2009, the Swedish retail industry has adhered to a voluntary age limit of 15 years for the purchase of energy drinks, requiring retailers like Axfood, Coop, ICA, and Lidl to check ID and deny sales to those under the age of 15. However, an investigation by SVT Jönköping revealed that a 14-year-old was able to successfully purchase energy drinks in three out of four stores, highlighting the inadequacy of the existing system. This raises alarms about the effectiveness of the self-regulation among retailers in protecting minors from these high-caffeine products.

In response to this issue, Cecilia Anneling, Communications Manager at Svensk Dagligvaruhandel, stated, "We believe that legislation is needed to prevent children and young adults from consuming these drinks," emphasizing the necessity for more stringent measures. The Swedish Food Agency has recently released new recommendations for individuals under 16, aiming to limit energy drink consumption, which the retail industry views as a preliminary step towards the establishment of a legally enforced age limit that would make it mandatory for all retail sellers to refuse sales to underage buyers.

While the specific age limit is yet to be determined, the industry is advocating for a comprehensive approach to ensure that young people do not have easy access to energy drinks. The push for legislation reflects a growing concern over the health impacts of these beverages on children and young adults, indicating a shift towards stricter regulatory measures in Sweden regarding the sale of potentially harmful consumer products to minors.