ASA Explainer: Alcohol Advertising on Social Media

Straightforward guidance on the rules for brands, agencies and influencers when promoting alcohol on social media.

Join ASA Chief Executive Hilary Souter for a one-hour webinar covering New Zealand’s rules for advertising alcohol on social media.

This session focuses on how the ASA's Alcohol Advertising and Promotion Code applies to brand social accounts, influencer content, user generated content, sponsorships and giveaways.

Using real examples and common scenarios, the webinar will explain how to advertise alcohol responsibly in social and digital environments, and where advertisers, agencies and influencers often get it wrong.

Attendees will learn:

• Who is responsible online? Understand how the ASA Code applies to advertisers, agencies, influencers and brand ambassadors, and how responsibility is shared across parties to an ad.

• Ad content on social media: Learn what counts as alcohol advertising on brand accounts and personal accounts, including posts, stories, reels, tags, captions, hashtags and links.

• Targeting and placement rules: Understand the requirements for targeting adults on social platforms, including the use of age restriction tools, audience data, and what to do when those tools are not available.

• User generated content: Learn how the Code applies to content that tags your brand, appears on your profile or as comments on your posts, or is shared or reposted, and what steps are expected to manage noncompliant content.

• Influencers, talent and brand ambassadors: Understand the rules around using influencers and talent, including age requirements, audience composition, and the rules around working with people who may have appeal to minors.

• Sponsorships and giveaways: Explore the rules around alcohol sponsorship, competitions and giveaways, and where the line sits between sponsorship promotion and alcohol advertising.

• Responsible alcohol messaging: Learn what the Code says about portraying consumption, claims about alcohol, safety, and avoiding messages that encourage excessive or irresponsible drinking.

• If something goes wrong: Learn what to expect if a complaint is made about your social media activity and how the ASA complaints process works.

Who should attend?

This live webinar is designed for anyone involved in planning, creating, approving or publishing alcohol content on social media. It is particularly relevant for:

• Advertisers and brand owners

• Marketing and communications teams

• Creative, media and digital agencies

• Influencers and content creators

• Brand ambassadors and sponsorship managers

Whether you are new to alcohol marketing or looking for a refresher on social media rules, this session will help you advertise with confidence.

Are you a member?

If you’re part of an ASA member organisation such as ANZA, Marketing Association, Commercial Communications Council, or a media platform, you may qualify for complimentary attendance. To confirm, email communications@asa.co.nz.

Want to stay in the loop?

Sign up for ASA updates and receive decisions, newsletters, and future training opportunities direct to your inbox.