Diageo and leading beer, wine, and spirits producers partner with digital platforms to deliver new standards of responsible advertising

Together, the companies that form the International Alliance for Responsible Drinking (IARD) have joined forces with four of the leading global internet platforms - Facebook, Snapchat, Twitter and YouTube - to deliver new standards of responsibility in the advertising of beer, wine and spirits across social media.


IARD group CEOs at meeting

Building on recent success, the CEOs of the eleven leading alcohol companies have committed to delivering, in collaboration with others, new robust responsible marketing standards for social media platforms that represent best-practice in this rapidly-changing field.

Working together to establish these robust standards, the partnership will:

  • Ensure the most-up-to-date safeguards are used so that marketing communications relating to beer, wine and spirits are directed to those adults who can lawfully buy these products
  • Explore what changes can be made to further diminish chances of those underage seeing this advertising
  • Explore ways people can have greater control over whether they see alcohol advertising and opt out of receiving advertisements for alcohol products.

Ivan Menezes, Chair of the International Alliance for Responsible Drinking (IARD) CEO Group and CEO, Diageo, said: 

“Today’s announcement of a new innovative partnership with leading digital platforms demonstrates our unwavering commitment to the highest standards of responsible marketing.” 

Syl Saller, Chief Marketing Officer, Diageo commented:

“Consumer choice is at the heart of a responsible digital environment and this unique partnership will ensure social media platforms are empowering their users to make decisions about the advertising they do and don’t want to see, creating a better digital experience for everyone.”

IARD Digital Partnership signatories

Information technology is changing our world faster than at any time in history and the explosion of digital channels has transformed the way in which people understand and interact with brands. Although the major alcohol producers have achieved significant progress in strengthening and expanding marketing codes of practice, digital media presents evolving opportunities to use improved consumer insights, better data and technology for responsible marketing on social media platforms.

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