International Alliance for Responsible Drinking Works to Keep Underaged Kids From Seeing Ads

Facebook, Instagram, Snapchat and YouTube are on board

The nonprofit and its partners are taking steps to implement stronger age screening on online channels blackjake/iStock
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Nonprofit the International Alliance for Responsible Drinking is working with social platforms including Facebook, Instagram, Snapchat and YouTube to help limit underage users’ exposure to content promoting alcohol.

Beer, wine and spirits brands Anheuser-Busch InBev, Asahi Group Holdings, Bacardi Ltd., Beam Suntory, Brown-Forman, Carlsberg Group, Diageo, Heineken International, Kirin, Molson Coors Beverage, Pernod Ricard and William Grant & Sons are also part of the initiative.

The Washington, D.C.-based nonprofit and its partners are taking steps to implement stronger age screening on online channels, via specific and platform-appropriate technology, to help prevent alcohol marketing from reaching those under the legal age.

IARD said in a release, “In partnership, we continue to improve these protections and will roll out safeguards that help ensure that all new alcohol-related channels or campaigns are marketed responsibly online. This partnership will continue to work on emerging areas, including influencer advertising.”

The organization also expressed a desire to give people of all ages greater control over whether they see alcohol-related marketing online, with the aim of respecting personal preferences and cultural differences.

IARD said in its release, “Our partnership has already made great strides in responsible marketing, but our work is far from finished. We invite and encourage other digital platforms and producers to join us in raising industry standards using our collective reach and expertise to target harmful drinking in all its forms.”

YouTube vice president of video global solutions Debbie Weinstein said in an email, “We take our commitment to responsible advertising on YouTube very seriously, and we are excited to partner with IARD on this important initiative.”

And a spokesperson from AB InBev said in an email, “We are committed to marketing our products responsibly and, as a founding IARD member, we are proud to work with others to strengthen and expand our long-standing efforts to combat harmful drinking in the markets where we operate.”

Other social platforms and brands involved in the initiative did not respond to requests for comment or declined comment. David Cohen is editor of Adweek's Social Pro Daily.