Monday, March 5, 2012

Four Loko, we keep you in our hearts (and livers)

Posted By on Mon, Mar 5, 2012 at 11:11 AM

Four_Loko_Beverage_Large_Can.jpeg
  • Austin Uhler, Wiki Commons

Four Loko, a rather resilient beverage, not only managed to stay on the shelves after all that controversy in 2010—it stayed in the news as well! Despite being sans-caffeine for almost two years, there is still much debate surrounding the way the product is packaged and consumed.

According to the Huff Post, the Federal Trade Commission has received a barrage of complaints and grievances about Four Loko in the new year. Late in 2011, The FTC made a settlement with the drink's creator, Phusion Projects, that would require relabeling and repackaging. Before they implemented it, the FTC asked the public to comment. And boy, did they comment.

More than 200 opposing comments were received, many saying the deal doesn't go far enough and some wanting a ban on the product — something the FTC does not have the authority to do. About a dozen comments expressed support for the agreement...It is rare for the commission to get this many comments on a proposed settlement. In its recent privacy settlement with Facebook, which has 845 million users, the FTC received only 59 comments.

Evidently, the general public has heated (negative) opinions about the beverage, which is supposed to be the alcoholic equivalent of two beers but "is really more like four to five beers."

According to everyone, the FTC's deal just doesn't go far enough. Although the alcohol content would be more clearly represented and the container would be resealable to discourage drinking it in one sitting, the beverage is still just too large and too boozy for anyone to handle.

So, who knows. Maybe the controversy won't stop until Four Loko gets a lower alcohol content, a smaller can, and a new name (like Bud Light).

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