DGP - Social Network Pillar
PILLAR & CRITERIA DETAILS
SOCIAL NETWORK
Pillars and Criteria for Social Network
Follow the International Alliance
for Responsible Drinking needs
• Age Gate
• Responsible Drink Message
• Transparency
• User Generated Content
• Forward Advance Notice
IARD
Facebook Instagram Twitter Youtube
1.1 Age-Affirmation Mechanism
The principle:
Whenever alcohol beverage marketing communications actively engage a user to directly interact
with a brand, alcohol beverage companies shoulduse an age-affirmation mechanism to check that
this user is over the country’sLegal Purchasing Age(LPA).
In practice:
•The implementation of an Age-Affirmation Mechanism will vary widely depending on the
platform (social media / websites / apps).
Follow the explanation for each social network:
1.1.1 Age-Affirmation Mechanism - Facebook
1.Create page
2.Brand/ product
3.Select category:
4.“wine/spirits” or“brewery”
5. Settings → General
6.Age restrictions: select
“alcohol-related”
1.1.2 Age-Affirmation Mechanism - Instagram
You can age-gate your brand profile if you convert it to a professional account.
Converting your account:
1. Go to Settings
2. Account
3. Switch to Professional account
4. Business
5. Select a category.
Once you’ve converted the account you can set upanage-gate:
1. Go into Settings
2. Business
3. Minimum age
1.1.3 Age-Affirmation Mechanism - Twitter
Twitter currently only allows to restrict
access based on age when selecting
the “follow” option on a profile. This
means anybody can have access to the
content of aprofile.
How to put it in place? This feature
does not appear to be readily available
in the page settings and should be
requested from your Twitter Account
Manager.
https://support.twitter.com/articles
/2016994 5
1.1.4 Age-Affirmation Mechanism – Youtube
YouTube allows for the age-affirmation mechanism to be set at channel level and/or at
videolevel.
Best practice: Having anage-gate at both channel and video level
Restricting the channel does not automatically age-gate the videos. In that sense,
videos uploaded on a restricted channel would still have the potential to be shared and
viewed by minors.
Restricting only videos upon upload means that while your content can’t be viewed
by minors, they would still have access to your channels.
To ensure a responsible approach and effective age restriction, we recommend the
mechanism to be set at both channel and video levels.
For compliance purposes, only restriction at channel-level will be checked.
CHANNELS:
1. Setting the mechanism can only be enabled on YouTube channels that have been
whitelisted. To whitelist your channel, fill out this form.
2. Once the channel as been whitelisted, you will receive an email from YouTube with
age-gating instructions.
3. Process to follow:
• Channel Icon –> Creator Studio –> Channel –> Advanced Settings
• State the rule “<18,_block”.
Video tutorial: Click Here
NOTE:
If you want to add a different age for some country,
insert bellow the standard rule: “_location,<age,_block”
For example: _us,<21,_block
VIDEOS:
Add an age restriction when you upload a video
1. At Open the YouTube app.
2. At the bottom, tap Create > Upload a video.
3. Select the file that you want to upload and tap Next.
4. After you add the video’s details, in the top right, tap Next.
5. Tap Age restriction (advanced) > Yes, restrict my videos to viewers over 18.
6. Follow the steps to finish the upload process.
Add an age restriction to uploaded videos
1. Open the YouTube app.
2. Tap Library > Your videos.
3. Next to the video you want to edit, tap More.
4. Tap Edit > Select audience > Age restriction (advanced).
5. Select Yes, restrict my videos to viewers over 18.
6. To save the change, tap Back > SAVE.
1.2 Forward Advance Notice
The principle:
Whenever alcohol beverage companies controlled digital platforms allow users to share content,
companies should include a Forward Advice Notice (FAN) on the platform, clearly stating that the
content should not be forwarded to anyone under LPA in the country of viewing.
In practice:
• Wording examples:
• “Please only share our posts with those who are of legal drinking age”
• “Forward to those of legal drinking age only”
• “Please do not share or forward to anyone underage”
Follow the explanation for each social network:
1.2.1 Forward Advance Notice – Facebook
Where: In the ‘about’ section of the page
Wording examples:
• “Please only share our posts
with those who are oflegal
drinking age”
• “Forward to those of legal
drinking ageonly”
• “Please do not share or
forward to anyone underage”
1.2.2 Forward Advance Notice – Instagram
Where: In the ‘Description’ of the account.
Wording examples:
• “Please only share our posts
with those who are oflegal
drinking age”
• “Forward to those of legal
drinking ageonly”
• “Please do not share or
forward to anyone underage”
1.2.3 Forward Advance Notice – Twitter
Where: In the ‘Description’ on the landing page.
Wording examples:
• “Please only share our posts
with those who are oflegal
drinking age”
• “Forward to those of legal
drinking ageonly”
• “Please do not share or
forward to anyone underage”
1.2.4 Forward Advance Notice – Youtube
Where: In the ‘Description’ of the channel and/or the ‘about’ section.
Wording examples:
• “Please only share our posts
with those who are oflegal
drinking age”
• “Forward to those of legal
drinking ageonly”
• “Please do not share or
forward to anyone underage”
1.3 Responsible Drinking Message (RDM)
The principle:
Alcohol beverage digital marketing communications and/or alcohol beverage company-controlled digital platforms
should include a clearly visible Responsible Drinking Message (RDM) which explicitly advocates responsible drinking .
For social media, the RDM can either be included in the profile’s description, or ‘about’ section.
In practice:
Wordingexamples:
• “Please enjoy <brand>responsibly”
• “Drink <brand> with moderation”
• “Cheer <brand> responsibly”
• “Sip <brand> carefully”
• “Celebrate <brand> with moderation “
• “Don’t drink and drive”
Follow the explanation for each social network:
1.3.1 Responsible Drinking Message (RDM) - Facebook
Where: In the ‘about’ section of the channel.
Wording examples:
• “Please enjoy <brand>responsibly”
• “Drink <brand> with moderation”
• “Cheer <brand> responsibly”
• “Sip <brand> carefully”
• “Celebrate <brand> with moderation “
• “Don’t drink and drive”
1.3.2 Responsible Drinking Message (RDM) - Instagram
Where: In the ‘Description’ of the account.
Wording examples:
• “Please enjoy <brand>responsibly”
• “Drink <brand> with moderation”
• “Cheer <brand> responsibly”
• “Sip <brand> carefully”
• “Celebrate <brand> with moderation “
• “Don’t drink and drive”
1.3.3 Responsible Drinking Message (RDM) -Twitter
Where: It should be in the description of the channel under ‘About’.
Wording examples:
• “Please enjoy <brand>responsibly”
• “Drink <brand> with moderation”
• “Cheer <brand> responsibly”
• “Sip <brand> carefully”
• “Celebrate <brand> with moderation “
• “Don’t drink and drive”
1.3.4 Responsible Drinking Message (RDM) -Youtube
Where: It can be in the description of the channel under the ‘About’.
Wording examples:
• “Please enjoy <brand>responsibly”
• “Drink <brand> with moderation”
• “Cheer <brand> responsibly”
• “Sip <brand> carefully”
• “Celebrate <brand> with moderation “
• “Don’t drink and drive”
1.4 Corporate Official Information (COI) / Transparency
The principle:
Alcohol beverage digital marketing communications should not misrepresent their commercial
purpose and should make it clear that theirs is the official brand page.
.
In practice:
The commercial purpose is apparent when the profile is clearly identifiable as official and as
belonging to a brand/alcohol producer
Follow the explanation for each social network:
1.4.1 Corporate Official Information (COI) - Facebook
In order to have compliance on the DGP global evaluation is necessary to verify the social media brand
channel. This can be done using the documentation below:
Facebook: https://www.facebook.com/help/100168986860974
Blue badge is required
If a Facebook page promotes several brands, Facebook does not allow the page to have a standard verified
blue badge. In this case, a sentence such as “This is the official page of <brand>” should be included in the
description of the page or in the ‘About’ section.
1.4.2 Corporate Official Information (COI) – Instagram
The requirements are a standard ‘verified profile’ blue badge and/or a statement/sentence helping users
identify an official account such as “This is the official profile of <brand>” should be included in the description
of the page.
In order to ‘verify’ your account go to: Settings -> Account -> Request verification -> fill in the required details
If you Instagram does not grant you a blue badge a sentence like “This is the official account of Brand” is
enough for compliance.
1.4.3 Corporate Official Information (COI) – Twitter
For Twitter accounts, a standard ‘verified profile’ blue badge and/or a statement/sentence helping users identify
an official account such as “This is the official account of <brand>” should be included in the description of the
account.
You need to submit a special form in order to verify your account and obtain the blue verification badge.
• Information needed to request the badge: https://support.twitter.com/articles/20174631
• Direct link to request form: https://support.twitter.com/forms/verify
1.4.4 Corporate Official Information (COI) – YouTube
For YouTube accounts, a standard ‘verified profile’ and/or a statement/sentence helping users identify an official
account.
For the time being, YouTube allows for an official signpost only if you have at least 100.00 subscribers. If this is
not your case, a statement in the channel’s description (when searching the channel) and the ‘about’ tab should
be included. E.g. “This is the official <include brand> channel”.
1.5 User Generated Content (UGC)
It needs to be clear that brands do not condone any user generated content that would promote inappropriate
or excessive alcohol consumption. Consumers need to be informed that UGC is monitored, and any irresponsible
content of this sort will be taken down. The UGC policy must clearly state that any user posts which condone
irresponsible drinking will be removed.
Required for compliance
It is necessary follow 3 requirements to be compliance with the UGC.
• The link needs to be clear that is for the UGC content.
▪ “Please see our rules for engagement: [link]”
▪ self-evident link such as “www.bit.ly/PostGuide”
• The link needs to be working.
• The UGC page needs to have the UGC content clearly.
Best practice: put the URL in a visible section, noting that it refers to the UGC. Use shortlink.
Examples of acceptable User Generated Content (UGC) policy can be:
• -A statement such as “Please see our rules of engagement” followed by a link or a self-explanatory web address
redirecting directly to the full mention/description of the UGC policy’s rules
• -A statement such as “<brand> is committed to promote responsible drinking ….<brand> reserves the right to delete
comments or photos..” followed by a link or a self-explanatory web address redirecting directly to the full
mention/description of the UGC policy’s rules
• -A statement such as “..posts will be deleted if they promote inappropriate or excessive alcohol consumption..”
followed by a link or a self-explanatory web address redirecting directly to the full mention/description of the UGC
policy’s rules
• -A link or a self-explanatory web address redirecting directly to the full mention/description of the UGC policy’s rules
Follow the explanation for each social network:
1.5.1 User Generated Content (UGC) – Facebook
The User Generated Content (UGC) policy needs to be clearly featured on the description of the profile.
• -A statement such as “Community Guidelines” followed by a link or self-explanatory web address redirecting to
the full mention/description of the UGC policy’s rules
• -A link or self-explanatory web address redirecting to the full mention/description of the UGC policy’s rules. It
doesn’t need to be clickable, but it must lead to a real website.
1.5.2 User Generated Content (UGC) – Instagram
The User Generated Content (UGC) policy needs to be clearly featured on the description of the profile.
• -A statement such as “Community Guidelines” followed by a link or self-explanatory web address redirecting to
the full mention/description of the UGC policy’s rules
• -A link or self-explanatory web address redirecting to the full mention/description of the UGC policy’s rules. It
doesn’t need to be clickable, but it must lead to a real website.
1.5.3 User Generated Content (UGC) – Twitter
The User Generated Content (UGC) policy needs to be clearly featured on the description of the profile.
• -A statement such as “Community Guidelines” followed by a link or self-explanatory web address redirecting to
the full mention/description of the UGC policy’s rules
• -A link or self-explanatory web address redirecting to the full mention/description of the UGC policy’s rules. It
doesn’t need to be clickable, but it must lead to a real website.
1.5.4 User Generated Content (UGC) – YouTube
The User Generated Content (UGC) policy needs to be clearly featured on the description of the profile.
• -A statement such as “Community Guidelines” followed by a link or self-explanatory web address redirecting to
the full mention/description of the UGC policy’s rules
• -A link or self-explanatory web address redirecting to the full mention/description of the UGC policy’s rules. It
doesn’t need to be clickable, but it must lead to a real website.
