Wine Marketing Guidlines

	A	B	C	D	E	F	G	H
1	Wine Institute	Facebook	Instagram	TikTok - Influencers Only Content	Twitter	Snapchat	LinkedIn	Microsoft/Bing Ads
2	1. Wine advertising shall encourage the responsible consumption of wine and shall be adult-oriented and socially responsible. Therefore wine advertising shall not depict or describe in its advertising:	Ads that promote or reference alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with Facebook's targeting requirements and applicable local laws. Note that our policies prohibit ads promoting or referencing alcohol in some countries, including but not limited to: Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Lithuania, Norway, Pakistan, Russia, Saudi Arabia, Thailand, Turkey, United Arab Emirates and Yemen.	Buying or selling alcohol products between private individuals is not allowed.	The “trade” of alcohol products is prohibited on the platform. May not post, upload, stream, or share content that offers the purchase, sale, trade, or solicitation of alcohol.	Twitter restricts the promotion of the online and offline sales of alcohol and general awareness of alcohol brands.	Ads that promote or reference alcohol must not:	Prohibited: Prohibited Products: Do not advertise adult content, affiliate advertising, alcohol, copyrighted content, counterfeit goods, data collection and privacy, drugs and related products, fake documents, gambling, hacking and cracking, health matters, loans and financial services, occult pursuits, opposition, political or religious content (exceptions apply), scams, questionable downloads, tobacco, weapons, and fireworks.	Advertising must comply with all applicable law regulations and other requirements, including those requirements applicable to the promotion of alcohol to the public, disclaimers, notices and warnings.
3	a. The consumption of wine for the effects the alcohol content may produce.							Include responsible drink messaging
4	b. Direct or indirect reference to alcohol content or extra strength, except as otherwise required by law or regulation.	If you choose to run ads that promote or reference alcohol you must make sure to follow local laws and target your ads appropriately, including targeting your ads to 21 years or older iand 19 years in Canada	May not post content that attempts to buy, sell, trade, donate or gift alcohol products if it is not posted by a Page, Group, or Instagram Profile representing a real brick and mortar store, legitimate website, or brand.	May be able to get folks like johnrondi JohnnyDrinks to create recipes which are allowed: https://www.tiktok.com/@johnrondi?	Any advertisement for alcohol content must: Not target minors or encourage, suggest, or entice underage drinking Not use characters, sports-persons, celebrities, or images/icons appealing to minors Not use minors or pregnant women as models in advertising Not imply that drinking in excess is good, or that alcohol has therapeutic, relaxing, or stimulative properties Not imply that alcohol has health benefits, can improve sexual, social, athletic, or professional performance or standing Not mislead or confuse users into thinking alcoholic beverages are soft drinks or candy Not associate drinking with activities that are potentially dangerous, require significant care, skill, etc. (e.g., driving a motor vehicle), or are antisocial or illegal (e.g., illegal drugs) Not depict people under the influence of alcohol Not emphasize a product’s alcoholic strength (promoting a product as having low or no alcohol content is acceptable)	Target or be likely to appeal particularly to people under the legal drinking age in the territory where the ad will run.		Advertising must not glorify or incite the consumption of alcohol, and should contain proper health warnings and responsible drinking messaging, such as “drink responsibly,” “do not drink and drive,” etc.
5	c. Excessive drinking or persons who appear to be intoxicated or to be inappropriately uninhibited.					Encourage or depict excessive or irresponsible consumption of alcohol.		Targeting minors is not allowed. Advertising must not be directed toward individuals under the applicable minimum drinking age, or served in a context where it is highly likely it will be displayed to such individuals. This includes, but it is not limited to, the use of language, themes, expressions, graphic resources, audio or visual elements that may appeal to underage individuals, or using individuals who are or appear to be underage in promotional content or on the website.
6	d. Any suggestion that excessive drinking or loss of control is amusing or a proper subject for amusement.	Facebook and Instagram users are no longer allowed to utilize any of the platforms’ functions to privately sell, trade, transfer, or gift alcohol or tobacco products, per a new policy that rolled out yesterday. The new policy also affects businesses that post content related to alcohol and tobacco sales; from now on, they will have to place restrictions on that content so it can only be seen by users aged 18 and older.		Also see FatTire's TikTok Channel: https://www.tiktok.com/@fattire?	Any advertisement for alcohol content must: Not target minors or encourage, suggest, or entice underage drinking Not use characters, sports-persons, celebrities, or images/icons appealing to minors Not use minors or pregnant women as models in advertising Not imply that drinking in excess is good, or that alcohol has therapeutic, relaxing, or stimulative properties Not imply that alcohol has health benefits, can improve sexual, social, athletic, or professional performance or standing Not mislead or confuse users into thinking alcoholic beverages are soft drinks or candy Not associate drinking with activities that are potentially dangerous, require significant care, skill, etc. (e.g., driving a motor vehicle), or are antisocial or illegal (e.g., illegal drugs) Not depict people under the influence of alcohol Not emphasize a product’s alcoholic strength (promoting a product as having low or no alcohol content is acceptable)	Exploit an individual who is drunk or otherwise intoxicated.
7	e. Any persons engaged in activities not normally associated with the moderate and responsible use of wine and a responsible lifestyle. Association of wine use in conjunction with feats of daring or activities requiring high degree of skill is specifically prohibited.	Alcohol and tobacco products were already prohibited from being sold through Facebook Marketplace				Glamorize alcohol, or otherwise misrepresent the effects of consuming alcohol.		All required disclaimers, age gating mechanisms and responsible drinking and health warnings must be present either on the ad copy or the landing page.
8	f. Wine in quantities inappropriate to the situation or inappropriate for moderate and responsible use.				Twitter, for example, developed a tool that allows advertisers to age screen their followers and to determine whether a follower meets a minimum age requirement.	Associate alcohol with operating a vehicle or other activities that require a certain degree of skill or physical coordination, or with any illegal behavior.
9	g. Wine advertising should not depict or encourage illegal activity of any kind.					Mandatory warning labels, such as “please drink responsibly” or its local variation (if applicable) must be prominently displayed in the ad.
10	2. Advertising of wine has traditionally depicted persons enjoying their lives and illustrating the role of wine in a mature lifestyle. Any attempt to suggest that wine directly contributes to success or achievement is unacceptable. Therefore, the following restrictions shall apply:					Ads that promote or reference alcohol must be targeted to users 21 years or older in the US.
11	a. Wine shall not be presented as being essential to personal performance, social attainment, achievement, success or wealth.
12	b. The use of wine shall not be directly associated with social, physical or personal problem solving.
13	c. Wine shall not be presented as vital to social acceptability and popularity.
14	d. It shall not be suggested that wine is crucial for successful entertaining.
15	3. Any advertisement which has particular appeal to persons below the legal drinking age is unacceptable, even if it also appeals to adults. Therefore, wine advertising shall not:
16	a. Show models and personalities as wine consumers in advertisements who are or appear to be under the legal drinking age. Such models shall be 25 years of age or older.
17	b. Use music, language, gestures, cartoon characters, or depictions, images, figures, or objects that are popular predominantly with children or otherwise specifically associated with or directed toward those below the legal drinking age, including the use of Santa Claus or the Easter Bunny.
18	c. Be presented as being related to the attainment of adulthood or associated with “rites of passage” to adulthood.
19	d. Suggest that wine is similar to another type of beverage or product (e.g., milk, soda, candy) having particular appeal to persons below the legal drinking age.
20	e. Use entertainment or sports celebrities having a particular appeal to persons below the legal drinking age. These selections should be substantiated by research demonstrating the basis for selection and periodically evaluated.
21	4. Wine advertising shall in no way suggest that wine be used in connection with operating motorized vehicles such as automobiles, motorcycles, boats, snowmobiles, or airplanes or any activities that require a high degree of alertness or physical coordination.
22	5. Wine advertising shall make no curative or therapeutic claims except as permitted by law.
23	6. Comparative advertising claims shall be truthful and appropriately substantiated and shall not be disparaging of a competitor’s product.
24	7. Wine advertising shall not degrade, demean, or objectify the human form, image or status of women, men, or of any ethnic, minority, religious or other group or sexual orientation. Advertising shall not exploit the human form, or feature sexually provocative images.
25	8. Wine advertising shall not be directed to pregnant women. Wine advertising shall not portray excessive drinking.
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27	9. Wine advertising shall not reinforce nor trivialize the problem of violence in our society. Therefore, wine advertising shall not associate wine with abusive or violent relationships or situations.
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29	10. A distinguishing and unique feature of wine is that it is traditionally served with meals or immediately before or following a meal. Therefore, wine advertising when appropriate should include food.
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31	11. Wine advertising and marketing materials should reflect generally accepted standards of good taste.
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33	Responsible Placement
34	1. Wine advertising is intended for adults of legal drinking age who choose to drink. Wine should not be advertised or marketed in any manner directly or primarily appealing to persons below legal drinking age. Therefore, wine advertising shall not be placed in media with substantial underage appeal and shall not:
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36	a. Appear in children or juvenile magazines, newspapers, television programs, radio programs or other media specifically oriented to persons below the legal drinking age.
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38	b. Appear in any media where more than 28.4% of the audience is underage (determined by using reliable, up-to-date audience composition data).
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40	c. Be placed on the premises of college and university campuses or in newspapers published by, or primarily for, a college or university. However, members may advertise in licensed retail establishments located on such campuses or may participate in programs organized by or for graduate or professional schools or alumni organizations.
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42	2. Wine advertising shall be placed in digital media as follows:
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44	a. Members shall be mindful that online advertising may be viewed by underaged individuals and shall take steps to ensure that online content remains consistent with provisions of this code.
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46	b. A member should employ an age affirmation mechanism on the homepage that restricts access only to viewers who affirm their legal drinking age before access to any area of the site. Any linkage to a member website page that bypasses its home page should include an age affirmation mechanism.
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48	c. Member websites should employ a third party age verification mechanism that will verify the legal drinking age of online purchasers of wine at the point of purchase.
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50	3. Members placing products in visual media, regardless of the visual media’s rating, shall strive to depict wine appropriately and consistently with other provisions of this code. Members placing product shall be guided by the following principles:
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52	a. Product placement decisions shall be made on a case-by-case basis based upon the information about the movie, television program, music video, or video game available at the time provided by the project’s producers;
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54	b. Product placements shall not be made where the characters engage in illegal or irresponsible consumption of wine in connection with driving, where characters use wine irresponsibly or abusively, or where alcoholism is portrayed; and
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56	c. Product placements shall not portray the purchase or consumption of wine by persons who are below the legal drinking age.
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58	4. To the extent feasible, wine advertising shall not be placed in or directly adjacent to television or radio programs or print media that dramatize or glamorize over-consumption or inappropriate use of alcoholic beverages.
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60	5. Wine advertising should not be placed on any outdoor stationary location within five hundred (500) linear feet of an established place of worship, an elementary school or secondary school except on a licensed premise.
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62	6. Wine advertising should not be placed at events unless at least 70 percent of the audience who are intended to view the advertising is reasonably expected to be above the legal drinking age.
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