The new guidelines will extend the principles of responsible spirits advertising to cover all forms of digital marketing.
In what is a first in the industry, this collaboration by the European Forum for Responsible Drinking (EFRD) and the Distilled Spirits Council of the US (DISCUS) is a joint effort to provide a common and consistent approach to responsible advertising through social media.
In recognition of the fast-changing nature of digital media, the revised standards now state a clear set of principles that can be applied to current and emerging digital media, future-proofing guidelines for the marketing of spirit drinks.
The new standards demonstrate once more the industry’s leadership in social responsibility and provide evidence that self-regulation is a more effective, efficient and proportionate response to the challenges of regulating social media, the EFRD said.
Alan Butler, chairman of the EFRD, said: “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.”
The guidelines state that spirits marketers will:
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