How-to guides
Ensuring minors’ social media experience is free from alcohol ads
How-to guides and digital controls
We have developed a checklist of five key elements designed to help ensure minors’ social media experience is free from alcohol ads. Websites/social media pages for alcohol alternatives which have an ABV at or below 0.5% and are intended to replace alcoholic beverages are included in the scope. The five elements are:
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 requirement for 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 requirement for advertisers to include a message such as “Don’t drink and drive” in all marketing communications, in line with industry best practice.