The spirits sector has modified its self-regulation code to regulate communications made on social networks by ‘influencers’, as well as the advertising of new 0.0 and low-alcohol versions, the employer’s association, Spirits of Spain, reported this Thursday. .
The objective of these modifications, as stated, is to “adapt to social changes” and guarantee “ethical, honest, responsible and truthful advertising of its products”, which protects “the most vulnerable groups” and promotes responsible consumption.
Under these changes, the prescription of spirits by ‘influencers’ on social networks has been regulated “to guarantee the protection of minors and prevent abusive consumption.”
From now on, ‘influencers’ must use age verification mechanisms on digital platforms to prevent minors from accessing this content, the organization has detailed.
On platforms where age verification mechanisms are not available, spirits companies affiliated with the association will only be able to collaborate with ‘influencers’ who are at least 25 years old and primarily target audiences in which at least the 70% are of legal age.
Furthermore, the ‘influencers’ chosen to promote spirit drinks may not have any relationship with the abusive or improper consumption of alcoholic beverages, nor a reputation associated with irresponsible consumption.
On the other hand, Spirits Spain has adapted the articles of its Self-Regulation Code so that advertising for 0.0 and low-alcohol versions is included.
Now “advertising for these new 0.0 and low-alcohol products will not be able to be displayed in the media, supports and times mainly aimed at minors,” according to the same sources.
Likewise, in the case of non-alcoholic beverages, a mention that the product is aimed at people over 18 years of age or the “18” pictogram will be included in digital advertisements created to be shared with other users, specifying that It is content aimed at adults.
These new modifications represent the fourth review that the sector has made of the Self-Regulation Code that it adopted in 1999 and that applies to companies associated with Spirits Spain that edit, disseminate or broadcast advertising for Spanish territory.
