By Benjamin Cher

Energy drink ads touting risk-taking and uninhibited behaviour have been found influential in how young people believe they are intoxicated when they consume it with alcohol, according to new research by Paris-based INSEAD Sobonne University Behavioural Lab .

The new research findings, based on a trial of 154 young men, have debunked previous studies that suggested mixing energy drinks with alcohol could mask the effects of alcohol, leading consumers to believe they were not drunk.

The study participants were told they would drink a cocktail of an energy drink, vodka and fruit juice. Although all drinks had the same ingredients, they had Read full story ›

Source: The Drum