Logan Paul and British rapper KSI meet fans during a Prime soft drink promotional event in Copenhagen. Ritzau Scanpix / Reuters
Logan Paul and British rapper KSI meet fans during a Prime soft drink promotional event in Copenhagen. Ritzau Scanpix / Reuters
Logan Paul and British rapper KSI meet fans during a Prime soft drink promotional event in Copenhagen. Ritzau Scanpix / Reuters
Logan Paul and British rapper KSI meet fans during a Prime soft drink promotional event in Copenhagen. Ritzau Scanpix / Reuters

What is Prime, the Logan Paul energy drink under US scrutiny?


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An energy drink backed by social media personality and wrestler Logan Paul is facing scrutiny from US politicians over its high levels of caffeine.

US Senate Majority Leader Chuck Schumer has called on federal regulators to investigate Prime, a beverage company founded by Paul and YouTuber KSI that has become popular among children. Mr Schumer says the drink has an “absurd” amount of caffeine.

The company's website states that the drink should not be consumed by anyone under 18 years of age, but Mr Schumer has accused the company's marketing of targeting kids.

“One of the summer’s hottest status symbols for kids is not an outfit, or a toy – it’s a beverage,” Mr Schumer said during a news conference at the weekend.

A bottle of Prime contains 200mg of caffeine, which is the equivalent of six cans of Coke. AP
A bottle of Prime contains 200mg of caffeine, which is the equivalent of six cans of Coke. AP

“But buyer and parents beware, because it’s a serious health concern for the kids it so feverishly targets.

What is Prime?

Prime energy drinks are marketed as zero-sugar and vegan beverages sold in colourful bottles.

Each beverage contains 200mg of caffeine, which is equal to six cans of Coke or nearly two Red Bull energy drinks.

A typical carbonated beverage contains 30-40mg of caffeine, according to the US Food and Drug Administration.

Health experts have warned that children could face negative consequences, such as increased blood pressure and heart rate, as well as higher anxiety, by regularly consuming energy drinks.

The company says its Prime Energy product should not be consumed by anyone under age 18, women who are pregnant or anyone sensitive to caffeine.

The company sells a separate drink which contains no caffeine. But in a letter to the FDA, Mr Schumer claimed there was little difference in how the two beverages were marketed to children, the Associated Press reported.

“Prime Energy Drink has so much caffeine that it could endanger kids’ health,” Mr Schumer wrote on Twitter.

“The FDA must investigate Prime for its absurd caffeine content and its marketing targeting kids on social media.”

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Ten tax points to be aware of in 2026

1. Domestic VAT refund amendments: request your refund within five years

If a business does not apply for the refund on time, they lose their credit.

2. E-invoicing in the UAE

Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption. 

3. More tax audits

Tax authorities are increasingly using data already available across multiple filings to identify audit risks. 

4. More beneficial VAT and excise tax penalty regime

Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.

5. Greater emphasis on statutory audit

There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.

6. Further transfer pricing enforcement

Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes. 

7. Limited time periods for audits

Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion. 

8. Pillar 2 implementation 

Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.

9. Reduced compliance obligations for imported goods and services

Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations. 

10. Substance and CbC reporting focus

Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity. 

Contributed by Thomas Vanhee and Hend Rashwan, Aurifer

Sustainable Development Goals

1. End poverty in all its forms everywhere

2. End hunger, achieve food security and improved nutrition and promote sustainable agriculture

3. Ensure healthy lives and promote well-being for all at all ages

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11. Make cities and human settlements inclusive, safe, resilient and sustainable

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13. Take urgent action to combat climate change and its effects

14. Conserve and sustainably use the oceans, seas and marine resources for sustainable development

15. Protect, restore and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, and halt and reverse land degradation and halt biodiversity loss

16. Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels

17. Strengthen the means of implementation and revitalise the global partnership for sustainable development

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Updated: July 11, 2023, 5:27 AM