The Impact of De-marketing in Reducing Jordanian Youth Consumption of Energy Drinks Motteh S. Al-Shibly 1 , Mahmoud Alghizzawi 2 , Mohammed Habes 3 , and Said A. Salloum 4,5(&) 1 Amman Arab University, Amman, Jordan motteeshibly@gmail.com 2 Faculty of Economics and Management Sciences, University Sultan Zainal Abidin, Kuala, Terengganu, Malaysia dr.alghzawi87@gmail.com 3 Faculty of Applied Social Sciences, University Sultan Zainal Abidin, Kuala Terengganu, Terengganu, Malaysia mohammedhabes88@gmail.com 4 Faculty of Engineering and IT, The British University in Dubai, Dubai, UAE ssalloum@uof.ac.ae 5 Faculty of Engineering and IT, University of Fujairah, Fujairah, UAE Abstract. This paper explores the world of energy drinks and its negative effects on the youth and how to de-market it, the study uses a quantitative method to evaluate the impacts of consuming energy drinks among minors and the youth, in this paper we distributed surveys on the targeted sample who are the youth of Jordan and got back some very interesting results, the results of the surveys were analyzed thoroughly using the latest mathematical analyzing methods and software to give out a clear big picture of what is happening in reality with the consumers of energy drinks from the youth. the results that we arrived to showed some trends that are worrying which require immediate actions before the issues go out of hand, and for the sake of countering and solving these issues we made a list of applicable recommendations that we found best at the end of the paper to act as a starting point to apply measures to solve the issues at hand in order to save the society from a danger they are unaware of, and help preserve the health of youth. Keywords: De-marketing Á Anti-marketing energy drinks Á Counter marketing energy drinks Á Effects of energy drinks Á Youth consumption 1 Introduction In the recent years, a new product invaded the markets as well as the minds of the young generation which resembled a new form of addiction. It is believed to have a mystic influence on the performance of these people; it is energy drinks (ED) in its various forms and tastes. Not only teenagers and school students have this blind belief © Springer Nature Switzerland AG 2020 A. E. Hassanien et al. (Eds.): AISI 2019, AISC 1058, pp. 427–437, 2020. https://doi.org/10.1007/978-3-030-31129-2_39