Alcohol Advertising on TikTok: Navigating the Policy Landscape

TikTok's Growing Appeal to Alcohol Brands

TikTok has become an increasingly popular platform for alcohol brands, with its vast user base and engaging content. However, the platform's strict rules around alcohol advertising pose challenges for brands.

TikTok's Alcohol Advertising Guidelines

TikTok's alcohol advertising guidelines prohibit:

• Promoting underage drinking
• Depicting irresponsible or excessive consumption
• Targeting minors

Five Categories of Alcohol Advertising Requiring Investigation

Despite these guidelines, research identifies five categories of alcohol advertising on TikTok that require further investigation:

1. Brand mentions without explicit alcohol references
2. User-generated content featuring alcohol
3. Influencer marketing involving alcohol
4. Advertising alcohol-related accessories
5. Alcohol-related challenges and trends

Alcohol Industry Digital Marketing Codes

In addition to TikTok's guidelines, the beer, wine, and spirits industry has its own advertising codes that stipulate:

• No targeting of minors
• No misleading or deceptive advertising
• Promotion of responsible drinking

Effective Age Restrictions for Alcohol Marketing

To effectively restrict alcohol marketing to minors on social media, researchers recommend:

• Age verification mechanisms
• Geotargeting to exclude underage populations
• Monitoring and enforcement of age restrictions

Conclusion

Navigating alcohol advertising on TikTok requires a careful understanding of the platform's guidelines and industry best practices. By adhering to these restrictions and implementing effective age verification mechanisms, alcohol brands can effectively reach their target audience while avoiding regulatory scrutiny.

Sources

• TikTok's Prohibited Content Policy
• Distilled Spirits Council Code of Responsible Marketing
• TikTok US Now Open to Alcohol Advertisers
• Alcohol Advertising on TikTok: A Scoping Review