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.
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.
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