Press

First global standards to ensure responsible marketing of alcohol by social influencers

 

  • The world’s leading beer, wine, and spirits producers and global advertising, public relations, and influencer agencies have joined forces to establish common standards to prevent influencer marketing reaching minors
  • The joint pledge, the first of its kind in any industry, recognizes the importance of transparency and gives clear guidance on how to market alcohol responsibly
  • The new standards, which build on producers’ existing digital marketing
    commitments, will apply to all influencers working with the leading agencies, delivering positive impact across the wider alcohol sector
Influencers working with some of the world’s most iconic brands will be subject to the first-ever industry-wide set of global standards for influencer marketing, under a new partnership aimed at further concrete steps towards preventing minors from seeing alcohol marketing online, and reducing harmful drinking among adults.
The global initiative launched by International Alliance for Responsible Drinking (IARD), whose members are the leading global beer, wine, and spirits producers, in partnership with 13 leading advertising, public relations, and influencer agencies, will help ensure alcohol marketing by social influencers is clearly recognized, responsibly advertised, and aimed at an audience over the legal purchase age. Influencer marketing across all sectors is predicted to grow to $13.8 billion by end 2021*.

Under the pledge, producers and advertisers commit to conducting diligence on influencers used, to using age-affirmation technology on platforms where available, and to promoting better understanding of responsible alcohol consumption, for those who choose to drink.

As well as the pledge, the move to formalize safeguards for influencer marketing includes:
  • A set of five specific safeguards that apply to any content involving influencers who work with the leading beer, wine, and spirits producers
  • Tools and videos that support all alcohol brands and influencers to follow robust responsible marketing practices when creating content
  • Clear commitments to market responsibly, including not making health claims, promoting illegal or excessive consumption, or positioning abstinence negatively
This work builds on ongoing actions by IARD members to implement safeguards for alcohol advertising online, including the Digital Guiding Principles and partnerships with YouTube, Facebook, and Snapchat to improve age screening, enabling users to opt out of alcohol marketing, and allowing content creators to age-gate posts.
 
Albert Baladi, President and CEO of Beam Suntory and Chair of IARD CEO Group, said:
“This partnership reflects the significant work that IARD members have already undertaken and the shared determination with the world’s leading advertising, public relations, and influencer agencies to do even more to prevent minors from seeing alcohol advertising online.
 
“These standards directly address some of the biggest concerns facing the marketing community right now. By offering more transparency and giving those at the heart of content creation the correct tools to safeguard their content, we are able to expand on the significant progress and marketing codes of practice already in place to help ensure that these posts do not reach minors or encourage any kind of irresponsible consumption.”

Henry Ashworth, IARD President and CEO, said:
“This is a world-first initiative in raising collective standards of responsibility across multiple digital channels, and we call on our partners in the alcohol, advertising, and influencer industries to join us in our ongoing work to ensure that alcohol marketing across all forms of media is responsible.
“This is a major step towards preventing minors from seeing alcohol marketing and IARD is proud to have united the world’s leading agencies to help raise global standards.”
 
ENDS

Notes to Editors:
For press enquires please contact: iard@mhpc.com
* Influencer Marketing Industry is set to grow to approximately $13.8 Billion in 2021, from the Influencer Marketing Hub Benchmark Report 2021, pg 9.
 
  1. The Influencer Guiding Principles followed by IARD members can be found here.
  2. The supporting how-to video for influencers can be viewed here. Stills and a short version of the video are available on request.
  3. Additional quote from Will Gilroy, Director of Policy & Communications, World Federation of Advertisers:
 
“Brand marketers have a duty of care to review and reinforce marketing codes and principles and work alongside their agencies to ensure advertisements fully comply with advertising codes of conduct. Influencer marketing is no different. WFA research shows how 60% of marketers believe influencer marketing will become more important for their organization in the coming years. Consequently, the application of general marketing codes to influencers and specific sectoral initiatives like the IARD Influencer Guiding Principles are critical to ensuring credible and robust ad standards continue to evolve with the evolution of emerging marketing channels.”
 
  1. The International Alliance for Responsible Drinking (IARD) is a not-for-profit organization dedicated to reducing harmful drinking and promoting understanding of responsible drinking. We are supported by the leading global beer, wine, and spirits producers, who have come together for a common purpose: to be part of the solution in combating harmful drinking. To advance this shared mission, IARD works and partners with public sector, civil society, and private stakeholders. www.iard.org
 
The coalition of organizations supporting the pledge:
 
Dentsu
Part of dentsu, dentsu international is made up of six leadership brands - Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, and supported by its specialist brands. Dentsu International helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM and creative, dentsu international operates in over 145 markets worldwide with more than 45,000 dedicated specialists. dentsu.com
 
Engine
Engine is a future company. A full stack consultancy, technology, insight, data, brand and experience design, advertising and communications company, with the power of diversity and imagination to take on the future. The world is changing. Problems don’t look like they used to. These days, disruption is the new normal and connectivity means complexity. That’s where we come in. We curate small, diverse teams who help our clients figure out where to go next. We are diverse. We are collaborative. We are clever and inventive, imaginative and creative. enginegroup.com
 
EVINS
EVINS is an award-winning brand marketing communications and public relations firm specializing in the premium, prestige and luxury sectors. The Agency, which encompasses 25 professionals in four practice areas; Digital Content & Integration; Food, Spirits & Wine; Lifestyle; and Travel & Hospitality, specializes in developing integrated multi-platform campaigns and programs. EVINS has an outstanding reputation for providing consummate business strategic counsel, transforming brand potential into brand performance. Well known for its exceptional creativity, strategies and tactics, EVINS utilizes compelling brand activations, immersive content and experiential programming, event embedding and brand placement, media and influencer engagement, thought leadership and authority positioning, strategic brand collaborations and partnerships, that catalyze and enhance brand resonance, brand engagement and brand advocacy, as well as make a beneficial, consequential and transcendent contribution to the development, growth and success of a client’s business. evins.com
 
Fanbytes
We are one of the UK’s leading social media and influencer marketing agencies, helping brands to engage Gen Z in the most interactive ways on the planet. Specialising in Instagram, Snapchat, YouTube and TikTok - we built Europe’s first ever TikTok Creator House! – we’ve delivered scroll-stopping campaigns for the likes of Burger King, H&M, Samsung, Deliveroo, Clinique, Vestiaire Collective, McVitie’s, Ubisoft and Universal Music Group. fanbytes.co.uk
 
Havas
Havas is one of the world’s largest global communications groups. Founded in 1835 in Paris, the Group employs 20,000 people in more than 100 countries and operates through its three business units covering all communication activities. Havas Group’s mission is to make a meaningful difference to brands, businesses and people. To better anticipate client needs, Havas has adopted a fully integrated model through its 60+ Havas Villages around the world. In these Villages, creative, media and healthcare & wellness teams work together, ensuring agility and a seamless experience for clients. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow. Havas Group integrated Vivendi in December 2017. Further information about Havas Group is available on the company’s website: havasgroup.com
 
 
 
HERO
HERO brings together the agility and spirit of an award-winning independent agency network, integrated with the global scale and intellectual capital of McCANN Worldgroup and IPG. With creative effectiveness at its core, HERO delivers the best of both worlds: local smarts at global scale. HERO’s integrated Australian businesses include: McCANN; SMART Brand Innovation; The Red Republic, Reputation Management and Content; B.B.E Technology, Data and Analytics; JSA Digital Design; and Engine Room Productions offering a full-service suite of production capabilities. thehero.co
 
ICG Next
ICF Next brings together ICF’s global award-winning marketing, communications and associated technology expertise. The agency offers a full set of capabilities designed to drive participation with clients’ most important stakeholders. This includes insights that inspire strategy, technology that enables connections, creativity that builds meaningful relationships, and efficiencies that maximize value. Learn more at icf.com/next
 
McCann London
We’re McCann London and we are purveyors of a Truth Well Told. Since 1927 we’ve made it our mission to help brands discover their true story and play a meaningful role in people’s lives. We’ve helped L’Oréal show people that “They’re Worth It” and put a “Priceless” tag on Mastercard. We’re also behind Xbox’s game-changing integrated “Survival Billboard” campaign. We’re proud to have been named Network of the Year at both Cannes & Effies in 2019. And that’s all because we believe that when a truth is well told it changes things. mccannlondon.com
 
Multiply
Multiply is a creative-led Social and PR agency laser focused on building beverage, food, and consumer tech brands. Multiply is known for breakthrough creative work for major global brands. The agency’s proprietary X Dashboard™ provides real-time results tracking, enabling campaigns to move at the speed of culture and build big brands and businesses. To learn more, please visit wearemultip.ly
 
Publicis Groupe
Publicis Groupe is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients’ transformation to enhance personalization at scale. The Groupe relies on ten expertise concentrated within four main activities: Communication, Media, Data and Technology. Through a unified and fluid organization, its clients have a facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 83,000 professionals. publicisgroupe.com
 
Starpower
Starpower is an entertainment marketing agency that counsels and connects brands with entertainment, sport, music, fashion and beauty talent, influencers and content. By establishing brand objectives, identifying the correct strategy and leveraging our unique network, we create meaningful partnerships that ensure our clients place in pop culture. Our team is comprised of 20+ experts, whose collective experience spans a variety of notable backgrounds including entertainment marketing, public relations, advertising, sports marketing, music, fashion, beauty, legal counsel and talent representation. With offices in New York, Los Angeles, and London, Starpower has earned the honor of trusted advisor to our emerging circle of influence. starpowerllc.com
 
Upfluence
Upfluence is a NYC-based startup that delivers the leading influencer marketing software for eCommerce. In 2016, it launched its Software-as-a-Service offering marketers an “all-in-one” online platform for influencer campaigns. The platform includes tools for influencer identification, recruitment, campaign management, reporting, and payment. Upfluence is designed for eCommerce business and DTC brands, helping them to turn their customers into their most authentic brand ambassadors. Their influencer matching service allows Upfluence to identify influential customers, subscribers and followers from within any brand’s database. Their Live Capture tool extends the possibilities for influencer discovery by allowing eCommerce brands to identify influencers who are visiting their eCommerce website. get.upfluence.com
 
VizSense
Headquartered in Dallas, Texas, VizSense is a leading micro-influencer solutions company rooted in research and analytics. Since being founded in 2015, VizSense has provided turn-key influencer marketing solutions and cross platform promotions for over 80 different clients ranging from emerging brands to the world’s leading CPG giants. As one of the original and leading influencer technology platforms, VizSense puts the consumer at the forefront of its strategy to manage micro-influencer activations from start to finish, from industry research and evaluation to influencer identification, management and analysis. For more information, go to vizsense.com or follow us @VizSense on LinkedIn, Instagram and Twitter