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Social Media Marketing: Five Key Regulations Beer Distributors Should Know
Disclaimer: This article is intended for general informational purposes only and should not be construed as legal advice. Beer distributors are encouraged to consult with legal counsel to address specific regulatory compliance questions.
As NBWA explored last year in a webinar and accompanying one-pager, beer distributors are using social media to:
- Promote brands and products they carry
- Show community involvement
- Position themselves as employers of choice
- Better reach young LDA “digital native” consumers.
While marketing strategies have changed in the digital era, the need for regulatory compliance has not.
The Alcohol and Tobacco Tax and Trade Bureau (TTB) clarifies in Industry Circular 2024-1 how existing alcohol advertising standards apply to social media platforms such as Instagram, Facebook and TikTok — and has since issued additional guidance on the compliant use of A.I.-generated imagery.
Here are five key regulatory considerations beer distributor marketing professionals should keep in mind.
1. Social Media = Advertising
TTB considers social media content posted by a beer distributor that promotes an industry member, brand or alcohol product to be advertising. This includes posts, videos, stories, reels and — in certain circumstances — influencer content, all of which are subject to…