New Age Targeting Requirements For Beer Advertising

The Bottom Line

• The Beer Institute and Brewers Association increased the advertisement targeting requirements for beer ads to 73.6% from 71.6%.
• In response, the beer industry – and publishers, media companies, media buying agencies and influencers – will need to retool their ad targeting and placement practices to ensure that advertisements appear only in media where 73.6% of the audience is of drinking age or older.
• These updates will likely extend beyond the beer industry, and even the alcohol industry, and may require changes in advertising practices for any product that can only be sold to individuals who are 21 and up.

Beer advertising can now only appear in media where 73.6% of the audience is 21 years of age or older — an increase from 71.6%. The updated targeting requirements are from the Beer Institute and the Brewers Association, the self-regulatory organizations that govern the beer industry. The increase could eventually impact the entire