Best Practice Advice for Promoting Alcohol in Social Media

Published December 7, 2011 | By Melanie

In the run up to Christmas pubs, bars, clubs and alcohol brands will be ramping up their social media campaigns. However, some caution does need to be given as to how sites such as Facebook and Twitter are used to promote the consumption of alcohol.

From 30^th September 2011 a set of common principles has been set by the European Forum for Responsible Drinking (EFRD) and Distilled Spirits Council of the United States (DISCUS). These are not law, but following these best practice guidelines will ensure that your campaign can not be called into dispute.

1) Pages relating to or promoting alcohol must be set to only allow those who are 18+ to become a fan.

2) Any inappropriate content posted by users must be removed within 48 hours.

3) Facebook adverts must only be targeted at those who are 18+

4) Avoid using ‘sponsored stories’ adverts on Facebook as you have no control over what images are used.

5) Don’t upload images of anyone who appears to be under 18 (think 25).

6) Have a link to a responsible drinking message somewhere on the site.

If you are in any doubt seek the advice of a social media agency, who can best advise on what you can and can’t do and how to adhere to the best practice guidelines.

Marketing Magazine

Marketing Week

Related sites:

Advertising Standards Authority