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For part reason, the devices of 4 Loko have actually been downplaying the quantity of alcohol in their big, candy-colored cans. And also so today, as component of a settlement with the Federal profession Commission, the machines of 4 Loko agreed to new labeling the will much more accurately allow buyers know just just how drunk castle can get on a solitary can.
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The FTC alleges that 4 Loko has, through its packaging and marketing implied that one 23.5 oz can of the drink only includes as much alcohol as 1-2 cans of beer.
But, to write the FTC:
In fact… one deserve to of four Loko includes as much alcohol as four to 5 12-ounce can be ~ of constant beer and is not safe come drink ~ above a solitary occasion. Consuming a single can of four Loko ~ above a solitary occasion constitutes “binge drinking,” which is defined by health officials as guys drinking five (and women drinking four) or an ext standard alcoholic drinks in around two hours.
Jaisen Freeman, co-founder, Phusion Projects, LLC, defends his product come Consumerist in the complying with statement:
Four Loko’s labeling and marketing has never stated that the cans were the identical of 1-2 beers. Ours labeling has always plainly conveyed exactly what’s in the deserve to in bold, resources letters – 23.5 ounces and 12 percent ABV.
“Deception around alcohol content is dangerous to consumers, and also it’s a serious issue for the FTC,” claimed David Vladeck, director of the agency’s office of customer Protection. “Four Loko contains as much alcohol as 4 or five beers, but it is marketed together a single-serving beverage.”
The settlement calls for the machines of 4 Loko to encompass disclosures stating exactly how much alcohol — compared to the quantity of alcohol uncovered in continuous beer — is in the drink.
For example, the disclosure for a 23.5 ounce deserve to of four Loko v 12% alcohol by volume would state: “This can has as lot alcohol together 4.5 regular (12 oz. 5% alc/vol) beers.”
Within 6 months ~ this negotiation takes effect, the equipments of 4 Loko are additionally required come use only resealable containers because that flavored malt beverages that have an ext alcohol than the indistinguishable of two and a half regular beers.
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It was virtually one year ago that four Loko eliminated caffeine indigenous its recipe in bespeak to stay on save shelves, after ~ lawmakers and also the FDA raised concerns about the propensity for world to drink too much alcohol when mixed with caffeine.