Twitter improves age-screening for following alcohol brands

Now, users will have to go through multi-step eligibility process before getting follower status of any alcohol brand on Twitter.

Published Date
26 - Nov - 2013
| Last Updated
26 - Nov - 2013
Twitter improves age-screening for following alcohol brands

Twitter has improved its age-screening process on, iOS, and Android devices. The improvement focusses on how alcohol brands connect with an age-appropriate audience on the network.

Now onwards, any user who want to follow alcohol brands on Twitter go through a multi-step eligibility process. First, user need to go to the account page of the brand he/she wants to “follow”. Twitter will ask user to provide age to complete the follow. Twitter then checks that user is of the legal age for his/her country. After verification, Twitter confirms follower status. The company says it will remember user's account met the age requirement without saving date of birth.

“To begin, we’ve partnered with brands like Bud Light, Jim Beam, Knob Creek, Heineken, and Bacardi, who are integrating the tool into their overall Twitter ad strategy. For example, Bud Light is using age-screened Promoted Accounts to reach people who are 21 and older and interested in the NFL during their #whatsyoursuperstition campaign, while Knob Creek is using it to launch their small batch bourbon brand on Twitter,” says Twitter in a blog post.

Last year, Twitter in coordination with Buddy Media rolled out an age verification process for the micro-blogging service.

"The Twitter and Buddy Media solution solves a challenge many marketers have faced in confirming their followers are of age to follow their brand," Buddy Media CEO Michael Lazerow had said in the company's blog.

"Until now, companies have had to develop their own custom, one-off "age-screening" solutions. The result has been a patchwork of solutions with different approaches, processes and levels of success."

Source: CNET