Lion’s beer brands XXXX and Furphy, along with boutique brewer Wilde, have been cited by an industry watchdog for breaching alcohol advertising guidelines, leading to a call for influencer campaigns promoting alcohol to be banned.
In a series of rulings, the Alcohol Beverages Advertising Code Adjudication Panel found Instagram influencer posts had breached the code in targeting adults under 25.
Our view here at Redengine, is that if this rule exists across the board for other media channels then it should exist for Influencers too. However, the subsequent issue is that you can do all the right things. Get Influencers to sign release forms, check their age and have your legal department run over each asset with a fine tooth comb. You are still faced with one huge problem: you have no idea who the Influencer’s followers are and whether you are marketing to under 18’s, which all the rules and guidelines in the world can’t overcome.