The International Alliance for Responsible Drinking (IARD) is working with social media platforms to ensure that ads do not target minors, according to Marketing Week.
The group features many of the worlds biggest drinks brands, such as AB InBev, Bacardi, Carlsberg Group, Diageo and Pernod Ricard.
The IARD is partnering with Facebook, Snapchat, Twitter and YouTube to crack down on irresponsible advertising.
Responsible Advertising
The alliance has set out three major commitments: ensure monitored safeguards are put in place to block alcohol ads to minors; finding changes that will 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 that “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.”
There will be organised workshops between the IARD and the social media platforms to encourage collaboration and learning across the brands.
“First and foremost we are making sure that the tools in place are not only being used but are used consistently. We are also figuring out where there is room for improvement and enabling one platform to learn from another,” Ashworth added.
“We chose to work in partnership with social media brands rather than openly criticising them as we believe this is more effective. We think our announcement signals a big step to change in terms of two big sectors coming together to empower and protect consumers.”
The IARD recently released a progress update report which details the progress made over the five years.
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.
