GLOBAL: Twitter launches new age-screening tool
Twitter has launched the new tool in a bid to bring uniformity to age-gating
Twitter has launched a new age-screening tool, aimed at bringing uniformity to its system for drinks firms.
As just-drinks reported last month, Twitter, along with social marketing firm Buddy Media, has been working with a number of drinks brands on testing the tool - including Brown-Forman’s Jack Daniels, Beam’s Skinny Girl and Miller Coors' Coors Light and Miller Lite. The way the free tool, launched yesterday (12 July), works is once Twitter users click to follow a brand, they are sent to an age-screening page.
Here, they enter their details, but the information is not shared with the brand. Users only have to enter their age once through this system, then can follow any brand.
The issue of age-gating for drinks firms has been a concern for some time, with Diageo admitting in May it was "reticient" over fully embracing Twitter as a marketing tool.
Buddy Media said: "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."
"The result is a solution that makes marketers’ lives easier, without creating extra work for the brand or the user," Buddy Media said.
A Twitter spokesperson told just-drinks: "The tool will be available for any marketer who wants to screen the age of their followers."
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