Alcoholic drinks brands have partnered with Facebook to ban under-18 users from accessing their pages on the platform.
According to The Telegraph (opens in new tab), drinks brands like Baily’s and Smirnoff have decided to implement a new policy for their adverts on social media platforms like Facebook.
Facebook and other social media platforms have become the main advertising channel for alcoholic drinks brands. However, these platforms are also used by children under the age of 18.
As per the new guidelines, users under the age of 18 will not be able to access pages belonging to alcoholic drink companies. Advertisements for alcoholic drinks will only be placed in environments where more than 70 percent of users are over the age of 18.
“Digital marketing is becoming increasingly important in our engagement with consumers. These new guidelines will ensure that we apply the same high standards to all new media channels and technologies including social media platforms such as YouTube and Facebook,” said Chairman of the EFRD, Alan Butler.
The new rules will also focus on responsible drinking and age checking. The companies will also remove inappropriate content posted on their fan pages.