Global Distilled Spirits Brand
Setting the Example in Alcohol Industry Compliance
The alcohol industry sets a high bar for marketing compliance, especially for social media. Its guidelines, developed in partnership with the FTC and industry associations, such as the Distilled Spirits Council of the United States (DISCUS), ensure legal-aged consumers can engage in a safe and welcoming online environment with their favorite distilled spirits brands.
This requires those brands to rigorously moderate user-generated content on owned social media pages, monitor comments made on brand-sponsored social media ad campaigns 24/7/365, and proactively remove underage or inappropriate engagements from those channels. Failure to remain compliant with these standards can result in fines, the shutdown of marketing activities and increased industry regulations.
Our client, a leading global distilled spirits brand, had a positive industry reputation for consistently demonstrating a high standard of marketing compliance. However, as their social media presence expanded in reach and popularity it became increasingly difficult to maintain that standard. They quickly realized their existing solutions did not have the ability to monitor millions of pieces of content or proactively identify potential compliance risks on their owned and paid social media channels in a timely manner.
Failure to remain compliant with these standards can result in fines, the shutdown of marketing activities and increased industry regulations.
As their marketing teams continued to add more product social media pages, the parent company’s compliance team saw more underage users engage those pages, and more detractors post non-compliant, inappropriate content on them. With 200+ social media pages, on which hundreds of thousands of pieces of content were shared monthly, it became clear that their marketing teams were not equipped to manage the volume of content or compliance concerns occurring globally for the following reasons:
As a global enterprise operating 200+ social media pages in 30+ languages, conversations were happening in all parts of the world, at all times of the day and night. Their existing solution couldn’t manage the compliance requirements of a nonstop global conversation in real time.
Volume and scale
With millions of pieces of user-generated content shared annually in multiple languages, making sure the high volume of content was compliant with multiple country industry regulations was not possible using their existing solution.
The industry’s social media guidelines constantly evolved globally, creating more opportunities for compliance risks to occur, including inappropriate user-generated content, privacy violations, improper product promotions and underage user engagements. Their existing solution couldn’t guarantee the consistent detection of such risks.