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Alcohol brands’ new social media rules promote responsible drinking

By Jack Adams

Interconnected people standing on the words 'social media marketing'

Following a number of similar moves taken by leading alcoholic drink manufacturers such as Baileys, a number of big American brands are now following suit by implementing new social media marketing regulations, according to an article published by the Agence France-Presse.

The guidelines have been jointly developed by DISCUS (the Distilled Spirits Council of the United States) and the EFRD (European Forum for Responsible Drinking).

Implementing a limit on the marketing of alcoholic drinks to sites where ‘at least 71.6 per cent of the audience is reasonably expected to be of the legal purchase age,’ the guidelines are seen as a bid to promote responsible drinking in both the US and Europe.

President for DISCUS, Peter Cressy, speaking in a statement, said: “Social media has become an increasingly important marketing channel to reach adult consumers of legal purchase age.

“These new digital guidelines reflect our companies strong commitment to extend their responsible marketing practices to these emerging media platforms,” Mr Cressy finished.

Amongst the brands implementing the guidelines are US names Bacardi and Beam, as well as the UK’s Diageo – manufacturer of Johnnie Walker and Guinness – along with Pernod Ricard, Remy Cointreau and Moet Hennessy of France.

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