The province of Punjab in Pakistan has ordered manufacturers of energy drinks - including Red Bull - to remove the word 'energy' from their packaging.
The Punjab Food Authority (PFA), which regulates Pakistan's most populous province, said the highly caffeinated drinks do not provide nutritional energy, but rather unleash existing reserves.
PFA's director, Noorul Amin Mengal, said adverts for energy drinks are 'misleading' the province's 'illiterate population'. Under the order, they can call their drinks 'stimulants' instead.
The Punjab Food Authority (PFA), which regulates Pakistan's most populous province, said the highly caffeinated drinks (including Red Bull, pictured in a stock image above) do not provide nutritional energy, but rather unleash existing reserves
He told The Guardian: 'In TV commercials [people who consume energy drinks] throw huge tires, they keep running and running.'
Manufacturers of energy drinks sell about 312 million units of their products every year in Punjab, which has a population of over 110 million.
The PFA has also demanded that the producers of the drinks add a warning in Urdu to stop pregnant women and under-12s using the products.
Additionally, they must ensure the caffeine content of the drinks is no more than 200 parts per million, about half a current Red Bull can.
A spokesman for the PFA said some bodybuilders have ended up in hospital after drinking