The Distilled Spirits Council (DISCUS) has unveiled industry-wide guidelines for advertising and marketing on the Internet in the US.

The trade body said yesterday (18 December) that the updated benchmark has been designed to meet the industry's 70% 21-years-of-age and older demographic standard. The guideline, which comes into effect at the beginning of next year, provides standards for the appropriate use of different Internet demographic measurement tools including syndicated data sources, independent demographic surveys, and website 'register user' databases.

"With online communication channels becoming increasingly present in today's media landscape, this new Internet guideline will further assist beverage alcohol companies in meeting the code's standard when using this rapidly evolving marketing tool," said DISCUS president Peter Cressy. "Over the decades, the spirits industry's advertising code has evolved to meet the challenges of new media technology."

The new guideline will apply to all paid and unpaid placements under the control of the advertiser including ads on third-party websites, video advertisements, audio mentions, Internet banners, pop-ups, sponsorships, user-generated content including blogs and 'limited edition' websites.