Running Responsible Pub Drinks Promotions (page 4) 

Further regulation is likely as these recent statements of intent (below) from drinks manufacturers to drive an EU wide policy for sometime in 2015 may be of interest to you.

The Responsible Marketing Pact

Prevent minors from inadvertently seeing alcohol beverage marketing communications on social media”

This will be achieved by common standards on age verification, the use of Facebook Sponsored Stories for marketing purposes and user generated.

You will need to be careful of what you post on your Facebook page and what you Tweet … it’s so easy to have your message fowarded to under-18’s.

“Set a common adult demographic standard for alcohol beverage marketing communications across all media, thereby limiting undue exposure of minors to drinks ads.”

A common stipulation will require that adverts may only be placed in media where at least 70% of the audience is reasonably expected to be above 18.

This will mean that you must ensure that your advertising (pub posters, chalkboards, Facebook/Twitter, website) is geared towards adult readers, even if you are a “family friendly” venue.

“Prohibit any alcohol beverage marketing communications that might be particularly attractive to minors by ensuring that the content of ads appeals primarily to adults.”

There will be consistent guidelines and enforcement to ensure adverts primarily appeal to adults over 18.

You will need to avoid using any promotional images, symbols or cartoon characters that appeal primarily to those under legal purchase age. They might add zest to your marketing material in certain circumstances (for instance a School Disco night) but could inadvertently be misinterpreted to be appealing to the under-aged.

We all engage with our customers, whether it’s just a poster in the pub or a full on Facebook page and Twitter presence so in line with responsible retailing and promotional activity, pubs have yet another opportunity to be at the forefront of the hospitality industry by early adoption of the principles outlined above.

This all may seem like a mine-field but as with most things in life common sense must be your watch-word.

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