The Do’s and Don’ts of Alcohol Advertising on Social Media

Alcohol brands must walk a fine line between engaging marketing and regulatory compliance. Here’s what you need to know to stay effective—and legal.

✅ DO: Target the Right Audience

• Ensure all advertising targets users 21+ (or legal drinking age in their country).

• Use age-gated settings on platforms like Facebook and Instagram.

❌ DON’T: Show Excessive or Irresponsible Drinking

• Avoid content that depicts binge drinking, drunkenness, or reckless behavior.

• Keep messaging responsible and lifestyle-focused.

✅ DO: Use Influencer Marketing Carefully

• Work with influencers who are 25+ (this helps avoid targeting underage audiences).

• Ensure influencers disclose partnerships using #Ad or #Sponsored.

❌ DON’T: Make Health or Performance Claims

• Avoid statements like “boosts energy” or “makes you feel amazing.”

• Stick to descriptive, sensory-focused messaging (e.g., “smooth vanilla finish”).

✅ DO: Leverage Organic & Community Engagement

• Encourage user-generated content (UGC) and community interaction.

• Feature cocktail tutorials, mixology tips, and tasting notes.

❌ DON’T: Forget Platform-Specific Rules

• TikTok bans alcohol ads entirely—focus on organic, compliant content.

• Facebook & Instagram require age-restricted targeting for alcohol ads.

Final Thoughts

Following these do’s and don’ts ensures your alcohol brand stays compliant while maximizing engagement.

Need expert guidance on social media compliance and marketing? Let’s work together to grow your brand the right way!