Alcohol Advertising on Social Media: What You Can (and Cannot) Legally Do

Alcohol Advertising on Social Media: What You Can (and Cannot) Legally Do

Nowadays, social media has become a fundamental pillar of communication and marketing, transforming the way brands engage with their audiences. However, its use also raises important ethical and regulatory challenges, especially in sensitive sectors such as that of alcoholic beverages.

This context generates ongoing debate about corporate responsibility and the protection of vulnerable groups, such as minors, as well as about its impact on public health. To address these concerns, authorities have established specific regulations for alcohol beverage advertising.

In this article, we will analyze the regulatory framework surrounding this type of advertising and explore how brands can manage their presence on social media, seeking a balance between creativity and consumer protection.

What regulations govern this type of advertising?

As mentioned earlier, advertising on social media—specifically that of certain products like alcohol—seeks to protect especially vulnerable groups, such as minors, and to promote responsible consumption. While creativity is a fundamental value in marketing campaigns, brands must set certain boundaries to comply with the law.

Alcohol advertising on social media is mainly regulated by the General Advertising Law, as well as by specific self-regulatory codes, such as the Advertising Self-Regulation Code promoted by the Spanish Spirits Federation, which includes references to advertising carried out through influencers—a strategy brands increasingly use to promote their products and which is becoming more and more regulated.

We should also highlight the recent law passed by the government focused on preventing alcohol consumption among minors. This regulation not only strengthens restrictions on messages directed at younger audiences, but also emphasizes the need for responsible communication—especially in environments like social media, where minors are constantly exposed.

In addition to this legislation, social media platforms themselves also impose rules regarding alcohol advertising on their services. For instance, Meta prohibits ads for alcoholic beverages targeted at people under the legal drinking age in their respective countries.

These policies require brands to be extremely careful not only with the content of their ads but also with how they are distributed.

How to improve ads while complying with the law

Complying with the law and its restrictions does not mean giving up the advantages of advertising on social media. Brands simply need to consider certain aspects, such as:

• Responsible segmentation. Brands must ensure that the campaign is targeted exclusively at adults, by using the segmentation tools provided by platforms, which allow advertisers to define specific age ranges so that ads or content are only shown to those groups.
• Clear and transparent messaging. Every advertising action to be distributed on these platforms must include messages like “Drink responsibly”, which should be clearly visible.
• Avoid misleading messages. Alcohol should not be portrayed as a solution to emotional problems or as the key to happiness, fun, or social success. Additionally, ads should never include scenes of alcohol consumption in risky situations, such as while driving, during pregnancy, or during activities that require full attention and control.

Advertising must always reflect moderate, contextualized, and respectful consumption of the product.

Cases of responsible alcohol advertising on social media

Some brands have successfully found the balance between creativity and respect for the regulations, such as Estrella Galicia, whose social media campaigns prioritize local identity, product quality, and commitment to sustainability—always accompanied by responsible drinking messages. Another example is Gin Mare, a gin brand that has opted for a more sophisticated positioning, avoiding any direct association with inappropriate behaviors or practices in its marketing campaigns.