Alcohol brands partner with social platforms to prevent irresponsible advertising

A number of big alcohol brands, along with the International Alliance for Responsible Drinking, are working with social platforms to ensure ads don't target the wrong audience.

The International Alliance for Responsible Drinking (IARD), along with several of the biggest alcohol brands, are working with social media platforms to ensure that ads do not target minors.

Bacardi, Carlsberg Group, Diageo and Pernod Ricard are among those partnering with Facebook, Snapchat, Twitter and YouTube to crack down on irresponsible advertising.

The move is made up of three major commitments: ensure up-to-date safeguards are implemented to block alcohol adverts to minors; look at changes that would help to limit young people from seeing ads, and provide opt-out mechanisms for those who do not wish to be targeted by alcohol ads.

Henry Ashworth, president of the IARD, told Marketing Week: “This is for two audiences: one is marketers as we want to make it as easier for them to do the right thing; the second is consumers as we want to put them in control and allow them to stop receiving alcohol advertising if that’s not what they want.”

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