A new pact has been forged between the New Zealand beer, wine, and spirits industry and leading digital platforms – Google, Meta, Pinterest, Snap, TikTok, and X – to bolster responsible advertising practices and prevent underage consumers from being exposed to alcohol advertisements online. 

The initiative is part of the International Alliance for Responsible Drinking (IARD) beer, wine and spirits companies to ensure that promotional content is targeted exclusively at adults of legal drinking age on digital channels worldwide. 

Industry representatives include Asahi, DB Breweries, Lion NZ, and Pernod Ricard, as well as the NZ Alcohol Beverages Council (NZABC).

The collaboration aims to improve age-verification mechanisms on digital platforms; enable age-gating of online posts by influencers; and implement global standards for influencer marketing.

“This pioneering partnership aims to build confidence in age-assurance systems online and to help ensure alcohol advertising is directed only at adults who can legally purchase beer, wine and spirits”, said NZABC executive director Virginia Nicholls.   

“Anyone underage should not consume alcohol, and we want to prevent the sales, marketing and advertising of age-restricted products to those underage.”

Since 2018, IARD said it has been working with digital platforms to enhance responsibility standards for alcohol-related marketing online, supporting UN goals to reduce harmful drinking.