Alcohol beverage producers have developed a checklist of five key elements designed to help ensure minors’ social media experience is free from alcohol ads. This video offers a how-to guide for implementing these elements.
The five elements are:
1. Age-gating: stopping those under the legal drinking age from accessing alcohol-related sites or profiles;
2. Forwarding advice notice: reminding users not to share alcohol ads with anyone under the legal drinking age;
3. User generated content policy: reminding users not to post anything which condones irresponsible or excessive drinking;
4. Transparency: a requirement for advertisers to have an official badge on alcohol brand social media profiles so users know these are advertiser-owned pages (and therefore commercial) and not user generated content; and
5. Responsible drinking message: a requirement for advertisers to include a message such as “Don’t drink and drive” in all marketing communications, in line with industry best practice.
