The Week: Advertising News - Alcohol group issues guide

The Portman Group has created a set of guidelines that it hopes will help brands avoid targeting underage consumers unintentionally when producing digital marketing campaigns.

The new guidelines, called "The Responsible Marketing of Alcoholic Drinks in Digital Media", cover issues such as how companies can assess the appropriateness of websites, the importance of age-verification pages and the need for boundaries on social media sites. Major alcohol brands, including Bacardi, Diageo and Molson Coors, have given their backing to the initiative.


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