Government regulators around the world have been cracking down on billboard and print advertising by alcohol brands. However, social media advertising has largely gone unchecked, and given the outsized presence of underage audiences online versus older adults, there is concern that booze companies are targeting youth on social media advertising campaigns.
According to an article by the Wall Street Journal, “The alcohol industry has embraced social media as a way to target young adults. Pernod Ricard SA, the maker of Chivas Regal whisky, spends about one-third of its media budget on digital efforts and has an in-house studio to quickly create content to capitalize on trends. Smirnoff owner Diageo PLC has credited social-media influencers, who are paid to endorse products in online posts, for the success of recent product launches.”
Global digital ad spend — particularly social media — as a percentage of total marketing budget is only increasing, and alcohol companies are no different. And although alcohol makers say they follow strict guidelines to ensure their social media marketing efforts remain off the screens of underage drinkers, the lack of government oversight means that these brands are largely self-regulating. Do we trust these big alcohol companies to police themselves? Or should we be demanding government regulators to more closely monitor industry advertising practices to ensure targeted booze ads stay away from children’s social media accounts?
https://www.wsj.com/articles/booze-ads-on-social-media-stir-controversy-11580659200?emailToken=85714ea2bd867619d30f0b839df5fe4cbDgf7M1nBnuFgFhGqU3f8dXctGwZwacAX1JO8nTNH6M9cOcgCdDqrhwscypygrVeJ0u/kmrh6+WOIGrej/ZI1umyMDZIf+oBoivjvkyY5RU%3D&reflink=article_copyURL_share
According to an article by the Wall Street Journal, “The alcohol industry has embraced social media as a way to target young adults. Pernod Ricard SA, the maker of Chivas Regal whisky, spends about one-third of its media budget on digital efforts and has an in-house studio to quickly create content to capitalize on trends. Smirnoff owner Diageo PLC has credited social-media influencers, who are paid to endorse products in online posts, for the success of recent product launches.”
Global digital ad spend — particularly social media — as a percentage of total marketing budget is only increasing, and alcohol companies are no different. And although alcohol makers say they follow strict guidelines to ensure their social media marketing efforts remain off the screens of underage drinkers, the lack of government oversight means that these brands are largely self-regulating. Do we trust these big alcohol companies to police themselves? Or should we be demanding government regulators to more closely monitor industry advertising practices to ensure targeted booze ads stay away from children’s social media accounts?
https://www.wsj.com/articles/booze-ads-on-social-media-stir-controversy-11580659200?emailToken=85714ea2bd867619d30f0b839df5fe4cbDgf7M1nBnuFgFhGqU3f8dXctGwZwacAX1JO8nTNH6M9cOcgCdDqrhwscypygrVeJ0u/kmrh6+WOIGrej/ZI1umyMDZIf+oBoivjvkyY5RU%3D&reflink=article_copyURL_share
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