The alcohol industry and 13 advertising, PR and influencer agencies have agreed on a global standard for alcohol marketing by social media influencers.
Agencies such as McCann London, Publicis Groupe, Havas and Dentsu have signed an agreement with the International Alliance for Responsible Consumption. The non-profit organization is dedicated to reducing harmful drinking and promoting understanding of responsible drinking and represents alcohol producers around the world, including AB InBev, Heineken and Brown-Forman. The pledge includes transparency for sponsored products and a promise to use age-affirming technology on social media platforms.
In addition to engagement, IARD will provide tools and videos to all alcohol brands and influencers to follow responsible content creation practices and ask participating companies to formally commit to avoiding make health claims, promote illegal or excessive consumption or negatively position abstinence. A set of guarantees will apply to any content involving influencers who work with producers of beer, wine and spirits.
The joint commitment builds on IARD’s actions to secure safeguards for online alcohol advertising, including partnerships with YouTube, Facebook and Snapchat to improve age selection and publication of digital guiding principles.
“These standards directly address some of the biggest concerns in the marketing community right now,” said Albert Baladi, chairman and CEO of Beam Suntory and chairman of the IARD CEO Group in a statement. “By providing more transparency and giving those at the heart of content creation the right tools to protect their content, we are able to extend the important advancements and marketing codes of practice already in place to ensure that these messages do not reach minors or encourage any kind of irresponsible consumption.
Other participating organizations supporting the standards include experience design and consulting agency Engine, public relations firm Evins, social media and influencer marketing agency Fanbytes, creative agency Hero , marketing and communications agency ICG Next, social media and PR store Multiply, entertainment marketing agency Starpower, influencer marketing start-up Upfluence and microinfluencer solutions company VizSense.
“Brand marketers have a duty to review and strengthen marketing codes and principles and to work with their agencies to ensure that advertisements are in full compliance with advertising codes of conduct. Influencer marketing is no different, ”said Will Gilroy, director of policy and communications at the World Federation of Advertisers in a statement.
Influencer marketing across all industries is expected to reach $ 13.8 billion by the end of 2021, according to the Influencer Marketing Hub Benchmark Report 2021. Several organizations have issued similar guidance regarding the sale and marketing of alcohol over the years, including the International Chamber of Commerce and the Australian Alcohol Advertising Code.
This story first appeared on PRWeek.