The Hungarian Competition Authority (GVH) has initiated a competition procedure against the Hungarian Energy Drink Association (MESZ) for allegedly misleading consumers on social media, their website, and TV appearances. The communication promoting energy drinks, primarily targeting younger consumers, may have affected vulnerable consumer groups and influenced them.

The MESZ is suspected of making unsubstantiated claims regarding the responsible consumption of energy drinks in their campaigns since October 2023. Statements like 'Energy drinks are healthy' and comparisons of B-vitamin content with vegetables were used. The association also falsely attributed properties to energy drinks related to preventing human diseases, such as reducing the risk of Alzheimer's disease.

The GVH suspects that these claims have misled consumers and is investigating whether the association can provide factual evidence to support them. The focus is on the substantiation of the advertising messages rather than the physiological or health effects of energy drinks.

The initiation of the competition procedure does not imply guilt on the part of MESZ. The investigation aims to clarify the facts and prove the alleged infringement. The GVH emphasizes the importance of providing accurate and verifiable information in commercial communications.