September 30th, 2011

US, EU alcohol marketers adopt new code of conduct

Medical XPress

The guidelines, developed by the Distilled Spirits Council of the United States (DISCUS) and the European Forum for Responsible Drinking, limit marketing to websites in which “at least 71.6% of the audience is reasonably expected to be of the legal purchase age,” which in the United States is 21.

That would include Facebook, where the estimated over-21 audience is 82.22 percent, Twitter, where it is 86.86 percent, and YouTube, with 80.96 percent, DISCUS said in a statement, citing Nielsen ratings from August.

The new guidelines include a revised privacy policy, a commitment to root out inappropriate user-generated material from websites and instructions urging users to forward downloadable digital content only to adults 21 and up.

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