Alcohol brands agree social media self-regulatory guidelines

Major alcohol brand owners, including Bacardi, Diageo and Pernod Ricard, have agreed an alliance to pre-empt legislation on responsible marketing practices in social media.

Bacardi, Diageo and Pernod Ricard have all signed up to guidelines
Bacardi, Diageo and Pernod Ricard have all signed up to guidelines

The European Forum for Responsible Drinking has formed a partnership with the Distilled Spirits Council of the US to devise a set of self-regulatory guidelines for advertising on social-media sites.

The guidelines include restricting Facebook users aged under 18 from accessing official alcohol brand pages, and a commitment to remove inappropriate user-generated content from brand pages on Facebook with 48 hours.

Other agreed measures include a pledge to place advertising on non-branded channels only where at least 70% of viewers are over 18, and linking ads to responsible-drinking messages.

Diageo announced a multimillion-pound ad deal with Facebook this week, while Bacardi is understood to be shifting 90% of its digital spend to Facebook initiatives.

In the UK, lobbying groups have accused drinks brands of targeting young consumers through social media.

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