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Friday, November 18, 2011

Four Loko Back In the News


Over the last year the alcohol infused energy drink Four Loko has made the news on numerous occasions. The best way to describe the drink is volatile and dangerous due to the fact that it has sent many people to the emergency room. One can of Four Loko is equivalent to about a six-pack of regular beer. Which is why, Attorneys General in 35 states and the San Francisco City Attorney have asked the Federal Trade Commission (FTC) to limit the amount of alcohol sold in a single-serving can.

The move is aimed at reducing the amount of alcohol in Four Loko, the Des Moines Register reports. Four Loko is sold in 23.5-ounce cans, and contains about the same amount of alcohol as five beers, according to Tom Miller, Attorney General of Iowa.

The FTC had charged Phusion Project, which makes Four Loko, with violating federal law by making false or misleading claims that a can of the beverage can be safely consumed on a single occasion, and by not disclosing the number of alcohol servings per can.

In October, Phusion agreed to change the labels of the cans so that they state the drinks contain as much alcohol as four to five cans of beer. The company has not admitted to any wrongdoing, but says it will re-label the drinks to better inform its customers. Which may not be enough as far as the Attorneys General are concerned, who would like to see the number of servings per can reduced to two.

Four Loko used to contain high concentrations of caffeine and alcohol, and was known as “blackout in a can,” the article notes. Under pressure from state and federal authorities, Phusion removed caffeine from the drink and stopped marketing it as an energy drink.

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