New guidelines for social media launched yesterday by the European Forum for Responsible Drinking (EFRD) and the Distilled Spirits Council of the United States (DISCUS) set new standards of self-regulation in a challenging area for spirits marketers and take cooperation between the two organisations to a new level. Ben Cooper reports.

The recent announcement of Diageo’s US$10m-plus tie-up with Facebook underlines the potency and importance of social media for alcohol companies. This week has seen the spirits industry’s self-regulatory guidelines revised to take account of some of the ethical and reputational challenges these powerful media also proffer.

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