In this article, I investigate whether states should regulate energy-drink marketing practices targeting gamers. Energy drinks are high-sugar, high-caffeine, non-alcoholic beverages that allegedly improve energy, stamina, cognitive performance, and concentration. First, I define what “gamer” means and identify the market agents that play a crucial role in the gaming community, including the energy-drink industry. In doing so, I analyze energy-drink marketing practices and explore calls for regulating them. Second, I draw parallels between regulation of energy-drink marketing and marketing of products such as video games and comics with explicit violent and sexual content, tobacco, alcohol, and food high in fat, sugar, and salt (HFSS). Third, I examine arguments to justify regulation of energy-drink marketing practices that target gamers. Lastly, I formulate an autonomy-based argument for regulating such marketing practices.

在本文中，我调查了各州是否应监管针对游戏玩家的能量饮料营销实践。能量饮料是高糖、高咖啡因、不含酒精的饮料，据称可以提高能量、耐力、认知能力和注意力。首先，我定义了“游戏玩家”的含义，并确定了在游戏社区（包括能量饮料行业）中发挥关键作用的市场代理。在此过程中，我分析了能量饮料营销实践，并探讨了对其进行监管的呼声。其次，我将能量饮料营销的监管与具有明确暴力和色情内容的视频游戏和漫画、烟草、酒精以及高脂肪、高糖和高盐 (HFSS) 食品等产品的营销相提并论。第三，我研究了证明针对游戏玩家的能量饮料营销实践的监管合理性的论点。最后，