• an age disclaimer or statement should be placed reminding users
that the content is intended for LPA users only;
• the platform should provide a mechanism to remove or moderate
inappropriate UGC.
b. Placement of alcohol beverage marketing communications
Principle
Whenever they do not actively engage a user to directly interact with
a brand, alcohol marketing communications should only be placed
in media which can reasonably be expected to meet stated audience
composition targets, where at least 70%5 of the audience is of the
legal purchase age (LPA).
c. Forwardable content and content sharing
Principle
Whenever alcohol beverage companies’ controlled digital platforms have
the functionality to allow content sharing, alcohol beverage companies
should include a Forward Advice Notice (FAN) on the platform, clearly
stating that the content should not be forwarded to anyone under LPA
in the country of viewing.
Implementation
The Forward Advice Notice should be visible, or accessible through
a visible link, on all alcohol beverage company-controlled platforms
(and/or directly in digital marketing communications) designed for
sharing content, such as social media pages, mobile applications,
and direct digital marketing communications.
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Or any other local applicable rules on placement.
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