GLOBAL: Twitter testing new age-gating system
Twitter is testing a new age-gating system with a "small group" of advertisers
Twitter is working with a "small group" of drinks brands on testing a new system to allow companies to check the age of users, in the hope of bringing uniformity to the system.
The company has partnered with social media management firm Buddy Media on devising a solution, meaning drinks companies can screen their followers' age to "comply with applicable restrictions on age-related content".
With the new system, it is understood that, when a user clicks to follow a brand, they will be sent a direct message with a link to a site asking for their date of birth. They must then fill out the form within 24 hours - and will then be free to also follow other alcohol brands.
Drinks firms have previously expressed concern about the issue of age-gating on social media sites, particularly. Last month a senior Diageo representative admitted to just-drinks that the firm was "reticient" over the use of Twitter for marketing purposes due to the age-gating issue.
Many brands already ask users to direct message them with their date of birth.
Earlier today (7 June), a spokesperson for Twitter told just-drinks: "For now, we are testing this solution with a small group of advertisers; we will determine next steps after the conclusion of these tests."
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