Why the Legal Drinking Age Compliance Is a Difficult Policy to Adhere to in Digital Marketing

It doesn't consider changing trends and innovations

a laptop; on the screen is a compliance for asking the user to verify their age
The rules around LDA haven't changed since the '90s. Illustration: Amber McAden, Source: iStock

Alcohol has always been a sensitive category for advertisers to walk the straight and narrow—and for good reason. Organizations such as the Distilled Spirits Council of the United States (DISCUS) have been self-regulating and working with the Federal Trade Commission to make sure advertising policies are properly adhered to. But like all government-monitored regulatory environments, things move slowly and do not keep up with the dynamics of advertising trends and innovations.

Oleg Korenfeld is global chief platforms officer at Wavemaker.