{"id":2312,"date":"2013-09-08T20:57:13","date_gmt":"2013-09-08T20:57:13","guid":{"rendered":"http:\/\/blog.jojet.com\/?p=2312"},"modified":"2023-11-10T09:28:09","modified_gmt":"2023-11-10T09:28:09","slug":"are-age-verification-tools-on-brewery-websites-legally-required","status":"publish","type":"post","link":"https:\/\/www.glassmountains.co.uk\/campfire\/are-age-verification-tools-on-brewery-websites-legally-required\/","title":{"rendered":"Are Age Verification Tools on Brewery Websites Legally Required?"},"content":{"rendered":"

\"Screen<\/p>\n

I was recently asked to answer a proposal for a brewery website and one of the requirements\u00a0was an age verification device which pops up: such as found on the Stella Artois<\/a> website (above).
\n<\/p>\n

Like any half decent web consultant, I take incoming requirements with a slight pinch of salt, I mean, I’m not a short order chef – I add value when I help set the requirements, when I’m free to work out what is right<\/em> for the client. So, it’s no surprise that my spider senses tingled at the above line provoking the following thought:<\/p>\n

Hmm..a blocking pop-up to enter a website? Ew! That’s an ugly, usability, SEO, accessibility nightmare. Is this bad boy actually a legally required thing?<\/p><\/blockquote>\n

The Case For:<\/h2>\n

Alcohol is obviously a sensitive subject and it’s a subject close to heart; my mum has struggled with it for years. I’ve seen first hand what it can do and how someone’s life can be altered by it. So it’s fair enough to expect that the producers, distributers and advertisers of alcohol have a duty of care to help educate and inform the public.<\/p>\n

Guinness<\/a>\u00a0have a pop up. So do Brooklyn brewery<\/a>, Stone Brew<\/a> etc.<\/p>\n

The Case Against:<\/span><\/h2>\n

Well, let’s start with the obvious: it’s not very effective at protecting the under age from alcohol: the pop up may as well say “Do you want to enter this website? [YES \/ NO]<\/em>” #hopeless no?<\/p>\n

So, if it’s hopeless, all we’re doing is making harder for people to enter the website. Meh.<\/p>\n

And what about the SEO angle? What the hell will Google make of this?! Not much, I’d say.<\/p>\n

Fullers<\/a> don’t use this solution. Neither do Brew Dog<\/a>.<\/p>\n\n

The Key Question:<\/h2>\n

So, the key question is this: “is this a legal requirement?<\/em>“.<\/p>\n

So let’s cut to the chase:<\/p>\n

\n

@Joel_Hughes<\/a> Hi. Age-verification tools for UK alcohol websites not mandated by Ad Code. But ASA takes into account audience plus appeal.<\/p>\n

— ASA (@ASA_UK) August 21, 2013<\/a><\/p><\/blockquote>\n