In September 2018, Drinks Ireland, which represents alcohol drinks manufacturers and suppliers in Ireland, committed to work together with facebook (including Instagram), Snapchat and YouTube to establish new standards and practices for marketing responsibly online.
This commitment was made through the International Alliance for Responsible Drinking – a not-for-profit organisation dedicated to reducing harmful drinking and promoting understanding of responsible drinking – on behalf of Drinks Ireland, a member of the organisation alongside other global drinks companies and representative groups.
Since then leading drinks companies in Ireland and globally have been working with these online platforms to implement age screening on online channels, complemented by specific and platform-appropriate technology to help ensure marketing reaches those over the legal purchase age.
In partnership with the online platforms, the industry will roll-out safeguards that help ensure that all new alcohol-related channels or campaigns are marketed responsibly online.
This partnership will also continue to work on emerging areas including influencer advertising.
“Today we know that most young people are online and on social media so it’s vital that their exposure to alcohol marketing here is reduced,” said Drinks Ireland Director Patricia Callan.