Digital controls

Digital controls

Ensuring minors’ social media experience is free from alcohol ads.

Digital controls

The RMP has developed a checklist of five key elements designed to support achieving the objective that minors’ social media experience is free from alcohol ads. Websites/social media pages for alcohol alternatives which have an ABV at or below 0.5% and are intended to replace alcoholic beverages are included in the scope. 

5 digital safeguards

1 Age-gating

Stopping those under the legal drinking age from accessing alcohol-related sites or profiles.

2 Forwarding advice notice

Reminding users not to share alcohol ads with anyone under the legal drinking age.

3 User generated content policy

Reminding users not to post anything which condones irresponsible or excessive drinking.

4 Transparency

A commitment from advertisers to have an official badge on alcohol brand social media profiles so users know these are advertiser-owned pages (and therefore commercial) and not user generated content.

5 Responsible drinking message

A rcommitment from advertisers to include a message such as “Don’t drink and drive” in all marketing communications, in line with industry best practice.

In time

 In 2024, EASA found that 95% of profiles monitored had all 5 safeguards in place (France, Germany, Greece, Ireland, Netherlands, Poland, Spain). This is a sharp increase from the previous project carried in 2019, where 86% of profiles monitored had all 5 safeguards in place (France, Germany, Hungary, Italy, Spain, the Netherlands, UK).

How-to guides for responsible alcohol marketing on social media

How-to guide for responsible alcohol marketing on YouTube

Watch here

How-to guide for responsible alcohol marketing on Facebook

Watch here

How-to guide for responsible alcohol marketing on Instagram

Watch here

How-to guide for responsible alcohol marketing on Snapchat

Watch here

Upcoming RMP events

  1. WFA Responsible Marketing Pact (RMP)

    Brussels Belgium

    18 Nov 2025

    There are places available.

    Attendance is only open for companies that are signatories of the Responsible Marketing Pact (RMP).

    More information Register for this meeting