Social Media Marketing and Alcohol: Understanding the Perfect Mix

When combining social media and alcohol, the line tends to get a little blurred as to what you should and should not post. No, we’re not talking about drinking and tweeting here – although you probably shouldn’t do that either.

In a previous blog post on Addressing Legal Concerns Around Social Media and Alcohol, we explained why it is important to focus on sharing ideas and conversation around alcohol-related products or services, rather than strictly promoting it. But how do you differentiate the language that constitutes discussion versus endorsement?

The World Health Organization (WHO) lists six restrictions on alcohol advertising:

  • “It may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
  • It shall not link the consumption of alcohol to enhanced physical performance or to driving;
  • It shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
  • It shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
  • It shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
  • It shall not place emphasis on high alcoholic content as being a positive quality of the beverages.”

When it comes to alcohol-related tweets, here are some examples of dos and don’ts:


DON’T
attempt to influence non-drinkers to drink or purchase alcohol.
Red Wine

DO offer information to further customer enjoyment of your product. Wine Club

DON’T imply that social status may be enhanced through consumption of alcohol. 12 pack

DO engage with your customers online in a social manner. Budweiser

DON’T portray any alcohol-related product, or its consumption, in an immoderate way. Hangover

DO offer tips for responsible use.
Canadian Club

Please tweet responsibly!

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