Where we place ads
Audience measurement data allows companies to direct their marketing communications to certain segments of the population and reduce exposure to others. In line with international good practice, the Responsible Marketing Pact stipulates that, in traditional media, alcohol ads can only be placed in media where a minimum of 70% of the audience are adults.
Today, ad spend is increasingly shifting to digital media. These new channels allow advertisers to be more precise in their audience targeting. For instance, a recent study by the Advertising Standards Authority in the UK, investigating the amount of alcohol ads children are potentially exposed to, found no instances where alcohol ads were served to minors on websites clearly intended for children.