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Alcoholic brands to restrict under 18s from accessing their Facebook pages

New guidelines on digital marketing feature 'commitment to responsible drinking'

Baileys and Smirnoff are among a number of alcoholic drinks firms that have agreed to restrict online advertising on Facebook and other social networkes.

Under a new code of practice for social media, which the companies have agreed to, adverts for the brands will only feature on websites where more than 70 percent of the audience is expected to be of legal drinking ages. Furthermore, those aged 18 and under will be banned from accessing pages for the brands on Facebook and other social networking sites.

The guidelines will also see inappropriate content removed from social media sites for the brands and a commitment to promoting responsible drinking.

Alan Butler, Chairman of the European Forum for Responsible Drinking (EFRD), which created the guidelines in conjunction with the Distilled Spirits Council of the United States (DISCUS), 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 such as Mobile applications or social media platforms such as Facebook".


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