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DISCUS Partners To Create Ad Guidelines For Facebook, Twitter And Other Social Media

September 20, 2011

The Distilled Spirits Council of the U.S. has partnered with the European Forum for Responsible Drinking to create a list of self-regulatory guidelines for drinks companies advertising on social media sites. The guidelines include “age-gating” before direct dialogue between alcohol advertisers and consumers, connecting ads with responsible drinking messages and a pledge from companies that advertising on non-branded pages will be only on those pages whose audience is at least 70% LDA and above.

The most recent Nielsen data (August 2011) show that the Facebook audience was 82.22% 21 years of age or older; the Twitter audience was 86.86% 21 and over; and the YouTube audience was 80.96% 21 and over. The move to devise the guidelines comes on the heels of Diageo’s announcement yesterday that it will be expanding its relationship with Facebook via a multimillion-dollar global ad deal.

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