The Digital Guiding Principles
1. MINORS
a. Age-affirmation mechanism
Principle
Whenever alcohol beverage marketing communications actively
engage a user to directly interact with a brand, alcohol beverage
companies should use an age-affirmation mechanism to check
that this user is over LPA.3
Implementation
Where possible, age-affirmation should be based on a combination
of date-of-birth (DOB) and country of residence (and province/state
wherever appropriate). This information can be provided either
by asking the user directly or through any technological settings
which automatically recognize both or either of these.
If the age-affirmation mechanism used includes a “remember me”
option, an additional notice should be included on the age-affirmation
page reminding the user to consider the appropriateness of accepting
this option if the computer is shared with other users below LPA.
Whenever a user’s access is denied through an age-affirmation
mechanism, this user should be sent an appropriate message and/or
be redirected to an appropriate alcohol-related social aspects website.
Users should not be able to easily back click and re-enter a different
date of birth.
In case the digital platform on which alcohol beverage marketing
communications are placed allows direct interaction but does not
provide any age-affirmation mechanism, alcohol beverage companies
should consider the following three conditions below before placing
their digital marketing communications:
• the platform’s audience in the country for which the marketing
communication is intended should meet the stated audience
composition targets, where at least 70%4 of the audience is of LPA;
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4
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Unless user is being referred from a platform which requires similarly rigorous age-affirmation standards.
Or any other local applicable rules on placement.