New global standards of responsible alcohol marketing to keep influencers accountable

Today, Alcohol Beverages Australia (ABA) supports the International Alliance for Responsible Drinking (IARD) on the launch of its new global standards pledge for influencer marketing.

The world’s leading global beer, wine and spirits producers have partnered with 13 leading advertising, public relations, and influencer agencies to help ensure alcohol marketing by social influencers is clearly recognised, responsibly advertised, and aimed at an audience over the legal purchase age.

Under the pledge, producers and advertisers commit to conducting diligence on influencers used, to using age-affirmation technology on platforms where available, and to promoting better understanding of responsible alcohol consumption, for those who choose to drink.

ABA CEO Andrew Wilsmore says, “This new joint pledge demonstrates how our industry remains dedicated to promoting its world-class products in a responsible and transparent manner.

“The pledge complements existing requirements of Australian marketers set by the ABAC Responsible Alcohol Marketing Code, in particular a requirement to age restrict influencer marketing and guidance for influencer marketing included in the ABAC Digital Alcohol Marketing Best Practice Guide.

“We strongly support the work undertaken by both ABAC and IARD and encourage our own Australian marketers within the industry to become acquainted with the standards and ensure any future engagement with influencers is compliant,” Mr Wilsmore said.

As well as the pledge, the move to formalise safeguards for influencer marketing includes:

  • A set of five specific safeguards that apply to any content involving influencers who work with the leading beer, wine, and spirits producers
  • Tools and videos that support all alcohol brands and influencers to follow robust responsible marketing practices when creating content
  • Clear commitments to market responsibly, including not making health claims, promoting illegal or excessive consumption, or positioning abstinence negatively

This work builds on ongoing actions by our industry to implement safeguards for alcohol advertising online, including the Digital Guiding Principles and partnerships with YouTube, Facebook, and Snapchat to improve age screening, enabling users to opt out of alcohol marketing, and allowing content creators to age-gate posts.

Read more on this here

Media Enquiries: Andrew Wilsmore – 0403 570 407

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