Facebook Announces Policy Change on Applications Promoting Alcohol Sales

Since the launch of the Facebook Platform, Facebook’s Platform Application Guidelines have expressly prohibited applications that promote the sale of alcohol:

I. Applications may not promote, or contain content (including any advertising content) referencing, facilitating, promoting or using, the following:

4. Sale of liquor, beer, wine, tobacco products, ammunition and/or firearms;

Today, Facebook announced that, with the launch of its Demographic Restrictions capability for application developers, that policy is changing.

Now, Facebook says it plans to allow application content that promotes the sale of alcohol, provided that developers “specifically use the Demographic Restrictions feature to restrict your application or content to users of appropriate legal age.”

Facebook is currently beta-testing the new Demographic Restrictions feature with a “very limited” set of companies, and the new policy should go into effect in September, barring any big hiccups in the beta test.

This is good news for applications like Booze Mail and Happy Hour, that allow users to send each other virtual drink gifts, as well as other application developers hoping to sell to beer, wine, and liquor brands.

Developers interested in talking with Facebook on any sensitive questions regarding alcohol policy can email developers-help@facebook.com.

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4 Responses to “Facebook Announces Policy Change on Applications Promoting Alcohol Sales”

  1. Facebook Trials ‘Engagement Ads’ « AdViking says:

    [...] going to deliver a heap of money to the coffers is that the alcoholic beverage industry can now advertise on Facebook!  This will be one sure way to increase the problem of the lack of beer money in [...]

  2. Inside Facebook » 3 Tools Facebook Page Owners Can Use to Restrict Content for Underage Users says:

    [...] that Facebook has is opening its gates more broadly to beer, wine, and liquor companies, what can those companies who must restrict access to certain [...]

  3. Inside Facebook » More Alcohol Advertisers Invade Facebook Platform says:

    [...] no surprise then that, only weeks after Facebook changed its policies regarding alcohol promotion on the Facebook Platform and enabled to Demographic Restriction functionality, alcohol companies are invading the Facebook [...]

  4. Inside Facebook » Facebook Revises Official Policy Toward Alcohol Ads & Content in Apps says:

    [...] has just released final policy updates, originally announced in August, that for the first time allow any developer to include content or ads that promote [...]

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