Facebook ignores country laws on alcohol, sets pages to 21+

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Facebook ignores country laws on alcohol, sets pages to 21+

Yesterday, we were informed by a client, that profiles aged 18 – 20 can’t access an alcohol related page in countries, where the LDA (Legal Drinking Age) is 18+ (see list). Facebook has two types of things companies can do on Facebook:

  • Facebook Pages
  • Facebook Applications

The LDA filters in Facebook Applications are normal – all of them are set as they should be, by age in different countries. But we found out that the LDA in Facebook Pages is not consistent with these filters, and is just universally set to 21+, ignoring local laws on alcohol consumption, and just choosing the simple way.

We’ve reached out to Facebook support to get feedback, thinking it is a mistake, and it seems as though they don’t perceive it as a bug:

The alcohol-related filter is set universally to 21+, not 18+. Current policy stats: If you are advertising a Facebook Page with alcohol content, the Page’s viewer restrictions must be set at 21+ regardless of the country.

Please view the alcohol related gating on the FAQ page for additional information: http://www.facebook.com/help/…

Now if I’m a local beer company in Europe, the age range of people between 18 – 20 is quite a target group, and also these customers won’t understand why they can’t access the corporate Facebook page.

The page that the Facebook support team linked us to says: “Ads for alcoholic beverages must be targeted to people 21 years old or older in the US, 19 years old or older in Canada, 18 years old or older in the UK, and 21 years old or older everywhere else. If you are advertising a Facebook Page with alcohol content, the Page’s viewer restrictions must be set at 21+ regardless of the country.

This is a big deal for many beer companies, and Facebook is implying, that setting it locally using your settings to 18+ is against the rules.

Please share / recommend / tweet this article, if we share, we might get the attention of getting this changed soon.

We’ve also reached for comments from the Facebook PR team on this.

Staff Writer

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