Having become one of the main outlets for advertising in the alcoholic drinks industry, a number of popular brands have implemented new guidelines to prevent users under the age of 18 accessing their official brand pages on social media sites.
According to an article published by the Telegraph, brands including Baileys and Smirnoff will now only display advertising on sites where “more than 70 per cent of viewers are over 18,” whilst also restricting access to brand pages and profiles – the main outlets for social media marketing initiatives – on sites such as Facebook.
Many in the industry see the unprecedented move of self-regulation as the only way prevent a complete ban on advertising all together.
Chairman of the European Forum for Responsible Drinking (EFRD), Alan Bulter, commented on the move.
He said: “Digital marketing is becoming increasingly important in our engagement with consumers. These new guidelines will ensure that we apply the same high standards to all new media channels and technologies including social media platforms such as YouTube and Facebook.”
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