Multimillion-dollar marketing deal between Diageo and Facebook
Facebook and Diageo have agreed on a multimillion-dollar deal, which will fuel the under-age drinking epidemic by increasing the numbers of young people exposed to alcohol marketing according to health experts.
Diageo’s senior vice-president of global marketing and innovation is reported to have said of the deal: “Facebook are working with us to make sure that we are not only fan collecting but that they are actively engaged and driving advocacy for our brands. We are looking for increases in customer engagement and increases in sales and market share.”
Mariann Skar, Secretary General in Eurocare, is worried about the marketing trends on social media, and especially the possibilities for a constant exposure to young people. “Social media is hard to control and restrict. We acknowledge that there are guidelines in forms of codes of conducts from the industry, however, these are a weak tool for restriction on marketing, and it is very difficult to see how these can be followed and controlled”, she says.