The International Alliance for Responsible Drinking (IARD) is partnering with social media sites to encourage responsible alcohol advertising that doesn’t target minors or those that don’t want to receive it.

A group of 11 leading beer, wine and spirits producers, including AB InBev, Bacardi, Carlsberg Group, Diageo and Pernod Ricard will work with Facebook, Snapchat, Twitter and YouTube to help prevent irresponsible advertising.

The IARD has set out three major commitments: to ensure the most-up-to-date safeguards are put in place to prevent minors from seeing ads for alcohol; to explore changes that would further reduce the chances of underage people seeing such advertising; and find ways to provide people with greater control over whether they see alcohol ads via opt-out mechanisms.

President of the IARD, Henry Ashworth, tells Marketing Week: “This is for two audiences: one is marketers as we want to make it as easier for them to do the right thing; the second is consumers as we want to put them in control and allow them to stop receiving alcohol advertising if that’s not what they want.”

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.

Syl Saller,…