Since the launch of the Facebook Platform, Facebook’s Platform Application Guidelines have expressly prohibited applications that promote the sale of alcohol:
I. Applications may not promote, or contain content (including any advertising content) referencing, facilitating, promoting or using, the following:
4. Sale of liquor, beer, wine, tobacco products, ammunition and/or firearms;
Now, Facebook says it plans to allow application content that promotes the sale of alcohol, provided that developers “specifically use the Demographic Restrictions feature to restrict your application or content to users of appropriate legal age.”
Facebook is currently beta-testing the new Demographic Restrictions feature with a “very limited” set of companies, and the new policy should go into effect in September, barring any big hiccups in the beta test.
This is good news for applications like Booze Mail and Happy Hour, that allow users to send each other virtual drink gifts, as well as other application developers hoping to sell to beer, wine, and liquor brands.
Developers interested in talking with Facebook on any sensitive questions regarding alcohol policy can email firstname.lastname@example.org.