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TikTok updates alcohol advertising policy
Social media app TikTok has quietly updated its advertising policy to allow alcohol adverts on the platform, subject to certain restrictions.
In the platform’s updated advertising policy published this month (August), TikTok stated it was committed to the safety and well-being of its users, and its focus was to “prioritise and protect user interests when allowing the promotion of alcohol.”
The updated policy is based on applicable local laws and regulations, and includes country-specific requirements.
The beer, wine, and spirits industry advertising codes stipulate that beverage alcohol digital marketing communications should be placed only in media where at least 73.8% of the audience is reasonably expected to be of the legal purchase age, based on 2020 US census data that determined 73.8% of the US population is 21 years of age and older.
The code also stipulates that beverage alcohol digital marketing communications should only be on platforms that can target an audience of legal purchase age individuals through its registered user database.
With TikTok’s user base rapidly growing, it has become the latest social media platform to meet the 73.8% threshold.
The platform is also able to target registered users to serve specific ad content.
Country-specific requirements
In all countries, ad content and landing pages that target individuals below the legal drinking age, feature people below the age of 25 or pregnant people, portray excessive drinking, intoxication, or reckless behaviour under the influence of alcohol, offer alcohol as a prize or reward, or promote any offers and incentives encouraging the consumption of alcohol, such as discounts, are not allowed.
Similarly, TikTok does not allow retail or e-commerce advertisements that promote the sale of alcohol or alcohol delivery services.
In the US and Canada, all potential advertisers must work with a TikTok sales representative to determine eligibility.
In addition, alcohol ads must only target users aged 25 years or older, clearly state the product’s ABV, be registered in the target region, and comply with all applicable laws and regulations.
They may also be allowed to advertise alcohol clubs or subscription services, alcohol-branded merchandise, alcohol-making kits, alcoholic beverages and 0% alcoholic beverages, as well as employment opportunities related to alcohol if the above stipulations are met.
When it comes to the advertisement of alcoholic beverages, products such as wine, beer, or spirits that include THC (tetrahydrocannabinol) or CBD (cannabidiol) are not permitted, neither are products that claim to offer hangover relief, or homemade alcoholic beverages.
In addition, alcohol ads and brand landing pages must contain a responsible drinking message.
It is recommended that brands that advertise alcoholic products or any of the permitted content above should consider disabling comments on these ads because as of the time of publication, TikTok does not verify that commenters are 21 years of age or older.
Meanwhile in countries including the UK, Ireland and Australia, alcoholic beverages, such as wine, beer, spirits, as well as low-alcohol and 0% ABV alcoholic beverages, plus soft drinks marketed as non-alcoholic alternatives or mixers for alcohol are not allowed to be promoted on the platform.
The same applies to alcohol-branded merchandise or products, cocktail-making courses or classes, and products that encourage excessive drinking.
However, the promotion of bars, pubs and other drinking establishments is allowed if only targeted at users aged 18 or over. The same rule applies in the UK and Ireland to the promotion of events, nights, festivals and parties.
Conversely, alcohol-sponsored events and adult drinking establishments, such as strip clubs, are not permitted.
The promotion of 0% alcohol and alcohol-free beverages from brands, including alcohol and non-alcohol manufacturers, may be allowed in certain countries if the certain requirements are met. This includes age restrictions and the display of disclaimers in countries such as Singapore, South African Malaysia and Thailand.
Tom Khan-Lavin, CEO of YesMore Drinks Marketing Agency, said this policy update was something many of the big parent company-owned spirits brands have been waiting patiently for.
However, he is keen to warn brands that they should still exercise caution if they choose to utilise the platform: “I can already envisage the brief coming down from a brand’s board of directors off the back of this news. Brand marketers should stand firm from internal senior pressure if TikTok is still not suitable for their brand’s audience, or if the internal sign-off process of their business doesn’t allow for the lo-fi and unserious nature of TikTok’s content.
“Brands that attempt to weigh in on TikTok with the wrong tone of voice will either fail, or ruin the platform and that audience they’ve been lusting after.”
It it worth noting that TikTok has separate rules for branded content under the TikTok Branded Content Policy, which defines branded content as “content that promotes a third-party brand or its products or services in exchange for payment or any other incentive,” such as influencer ads. Currently, alcohol cannot be promoted under the branded content policy, and as such alcohol brands should ‘tread carefully’ when working with influencers.
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