: Are date of birth forms necessary for alcoholic websites? I've noticed that many beer and spirits companies often require you to enter your date of birth before entering their site (ex. Budweiser.com).

@Dunderdale272

The alcoholic beverage industry in the United States self-regulates its promotional efforts. Here's a PDF titled Self-Regulation in the Alcohol Industry from the Federal Trade Commission:


Underage alcohol use is a widespread
problem with significant health and
safety consequences. This is the third
Federal Trade Commission report on
efforts by the alcohol industry to
reduce the likelihood that alcohol
advertising will target youth, by its
placement or content. This report
provides data about how industry
members allocate promotional dollars;
data on compliance with the industry’s
advertising placement standard
(requiring that at least 70 percent of
the audience for advertising consist
of adults 21 and older); analysis of
external review of advertising
complaints; and an update on the FTC’s
“We Don’t Serve Teens” campaign. The
report is based on the responses to
Special Orders issued to twelve major
alcohol suppliers, comments submitted
in response to two Federal Register
notices, and discussions with a wide
range of stakeholders. It provides
alcohol supplier data in an aggregate
or anonymous fashion.


Basically, because of fallout from underage drinking, the industry makes an effort to place advertising only where 70% or more of the audience is adults 21 or older. Websites, as a promotional vehicle, need to assure that the audience for them is to an appropriate audience. They self-regulate as part of a long-term effort to assure that they are a responsible industry.

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@Welton855

I couldn't find any resources that stated that those forms are legally required.

Here's an article on the FTC website which talks about how alcohol companies have used this technique as a way to adhere to some industry guidelines.
www.ftc.gov/reports/alcohol/alcoholreport.shtm#bOnline%20Advertising

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