Groups urge investigation of alcohol industry's online marketing

Share this article:

Two watchdog groups urged the Federal Trade Commission (FTC) to investigate the alcohol industry's online marketing tactics and the impact on underage consumers.

The Center for Digital Democracy (CDD) and the Berkeley Media Studies Group of the Public Health Institute suggested in a 34-page report that beer and other alcohol suppliers are using today's new technology - social media, in particular - to appeal to youths. From AFP:

The report singled out a number of interactive advertising campaigns by beer and liquor companies it said were being used to "promote their products using methods that appeal to youth."

Among the examples cited in the report were a Heineken campaign involving an online virtual community, Smirnoff and Budweiser's use of video sharing website YouTube to promote viral videos and a free iPhone game from Malibu rum.

The report called the online age filters used by alcohol companies ineffective.

AFP reported that Lisa Hawkins, VP of the US-based trade association Distilled Spirits Council, denied the charges, saying the industry adheres to strict guidelines to ensure they are marketing to adults not youths.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Four Brand Emails That Offer Tricks and Treats

Four Brand Emails That Offer Tricks and Treats

Happy Halloween from my inbox to yours.

Creative Marketing Is Good; Useful, Relevant Messages Are Better

Creative Marketing Is Good; Useful, Relevant Messages Are ...

The next wave of the digital evolution is pushing marketers toward hyper-relevance; but not everyone is catching on.

What (Truly) Matters to Millennials

What (Truly) Matters to Millennials

A recent study reveals the things that millennials really care about—and what moves them to make a purchase.