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Agencies sign ‘world-first’ standards to prevent alcohol marketing by influencers reaching kids

Campaign 13 Sep 2021 04:47

Major advertising agencies have joined forces with global drinks brands to abide by new standards aimed at stopping children from seeing alcoholic advertising by influencers.

The voluntary standards, signed by agencies including McCann, Publicis, Havas and Dentsu, were drawn up by the International Alliance for Responsible Drinking (IARD), which represents major global alcohol producers and described the initiative as a “world-first”.

A total of 13 advertising, public relations and influencer agencies have agreed to stick to the rules, which include using platforms with technology to check a person’s age – or alternatively using influencers who are at least 25 years old and who “primarily appeal to adult audiences”.

The pledge includes a commitment to carry out due diligence and “ensure influencers have no reputational association with harmful drinking”.

The standards also require signatories to monitor posts by influencers for compliance – with any issues not addressed by the influencer within 72 hours meaning the agency will “reassess our relationship with them”.

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