International Alliance for Responsible Drinking said it is working with Facebook (including Instagram), Snapchat, and YouTube to “further limit the potential for underage users to see advertising by beer, wine, and spirits brands – whether or not they have provided an accurate date of birth.”
Age screening is being implemented on online channels, complemented by specific and platform-appropriate technology to help ensure marketing reaches those over the legal purchase age.
“In partnership, we continue to improve these protections and will roll out safeguards that help ensure that all new alcohol-related channels or campaigns are marketed responsibly online. This partnership will continue to work on emerging areas, including influencer advertising.”
The alliance is also giving adults greater control over whether they see alcohol-related marketing online. “Respecting adults’ personal preferences and cultural differences are important considerations that require the same level of sensitivity and action as preventing minors seeing alcohol marketing online,” IARD said.