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Drinks brands can block underage followers on Twitter

Published:  27 November, 2013

Twitter has launched an age-verification process for users who want to follow alcohol brands.

The social network has teamed up with brands including Bud Light, Jim Beam, Knob Creek, Heineken and Bacardi, who are incorporating the tool into their Twitter strategy.

Users who click to follow drinks brands will be asked to enter their date of birth. Twitter will then check they are of legal drinking age in that country. Previously followers had to respond to a direct message.

Twitter is working with brands to address the issue of age compliance, but it stresses "compliance with specific industry guidelines around age screening and age-based targeting is, as always, the responsibility of the brand".

One of the major criticisms of age-gating online so far has been that users can simply enter a false date of birth in order to gain access. However, in the small print on a support page, it states that "if a brand becomes aware that you've entered incorrect information to bypass their age screen, they can block you, which permanently bans you from following the account".

To set up this new form of age-screening, clients with account support can contact their teams directly; those with self-serve accounts can request access here.

In a blog post Twitter state: "Our hope is that this approach to age-screening will enable alcohol brands to responsibly and safely connect with the right audience on Twitter."

Do you work for a drinks producer, bar or retailer and use Twitter? Would you be interested in using this tool? Let us know by commenting below.




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