• Social platforms and alcohol brands team up on responsible advertising

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    The eleven leading beer, wine, and spirits companies that form the International Alliance for Responsible Drinking (IARD) have teamed with Facebook, Snapchat, Twitter and YouTube to set advertising standards.

    Signatories on the beverage side include big hitters ABInBev, Asahi, Bacardi, Beam Suntory, Brown-Forman, Carlsberg, Diageo, Heineken, Molson-Coors, Pernod Ricard and Kirin.

    The partners say the agreements means they can achieve new levels of responsibility in the advertising of beer, wine and spirits across social media. This will be achieved by:

    • Ensuring the most-up-to-date safeguards are used so that marketing communications relating to beer, wine and spirits are directed to those adults who can lawfully buy these products;
    • Exploring what changes can be made to further diminish chances of those underage seeing such advertising
    • Exploring ways people can have greater control over whether they see alcohol advertising and opt out of receiving advertisements for alcohol products.

    In addition, the partners have stated that they respect different cultural backgrounds and recognise that there are people who do not wish to see marketing communications from beer, wine and spirits producers on their social media.

    In joint statement they said: “We believe our partnership has the potential to go beyond our individual companies and could create change across a range of platforms and advertisers, ultimately benefiting the thousands of businesses who want to advertise responsibly and the billions of people who use digital platforms every day.”

    More information can be found at http://www.iard.org.

    AUTHOR

    Stuart O'Brien

    All stories by: Stuart O'Brien