Digital controls
Digital controls
Ensuring minors’ social media experience is free from alcohol ads.
5 digital safeguards
1 Age-gating
Stopping those under the legal drinking age from accessing alcohol-related sites or profiles.
2 Forwarding advice notice
Reminding users not to share alcohol ads with anyone under the legal drinking age.
3 User generated content policy
Reminding users not to post anything which condones irresponsible or excessive drinking.
4 Transparency
A commitment from advertisers to have an official badge on alcohol brand social media profiles so users know these are advertiser-owned pages (and therefore commercial) and not user generated content.
5 Responsible drinking message
A rcommitment from advertisers to include a message such as “Don’t drink and drive” in all marketing communications, in line with industry best practice.
In time
In 2024, EASA found that 95% of profiles monitored had all 5 safeguards in place (France, Germany, Greece, Ireland, Netherlands, Poland, Spain). This is a sharp increase from the previous project carried in 2019, where 86% of profiles monitored had all 5 safeguards in place (France, Germany, Hungary, Italy, Spain, the Netherlands, UK).