I’d be willing to bet that almost every single internet user is familiar with the ol’ age verification roadblock. You know, that whole “enter you age” to proceed prompt that’s likely to exist on sites containing violent content, porn, or adult libations.
Starting today, that age check is coming to Twitter. Well, at least for the latter category. Now, in order to follow alcohol brands, you’ll be forced to enter in your date of birth so that Twitter can make sure you’re 21 or older.
According to Twitter, the new age-screening will be useful in upcoming ad campaigns from big-name producers.
“To begin, we’ve partnered with brands like Bud Light, Jim Beam, Knob Creek, Heineken, and Bacardi, who are integrating the tool into their overall Twitter ad strategy. For example, Bud Light is using age-screened Promoted Accounts to reach people who are 21 and older and interested in the NFL during their #whatsyoursuperstition campaign, while Knob Creek is using it to launch their small batch bourbon brand on Twitter,” says Twitter Product Manager Tarun Jain.
Note, Twitter does not require and will not store your date of birth. According to them “once you have successfully passed the age-screen…Twitter will remember that your account met the age requirement without keeping your DOB.” So if you were to tell a little white lie, kiddos, Twitter probably won’t catch you on it.
Still, it’s simply one extra step between underage users and content about alcoholic beverages. And it’s a quick and easy safeguard for Twitter and Jim Beam to say that they’re not trying to market bourbon to teens.
“Our hope is that this approach to age-screening will enable alcohol brands to responsibly and safely connect with the right audience on Twitter,” says Twitter.