Drinks company Heineken has excluded Snapchat from its media plan for its new alcohol-free beer, over fears about the social media platform's age-related safeguards. A number of other drinks brands have previously expressed concerns about such issues. However, brands including Budweiser and Moet have been persuaded to advertise on the platform after Snapchat increased security measures over the last year, ensuring better ad targeting. The move by Heineken, which is owned by Anheuser-Busch InBev, comes as Facebook continues to face criticism in Europe over how it handles user data.
Drinks company Heineken has excluded Snapchat from its media plan for its new alcohol-free beer, over fears about the social media platform's age-related safeguards. A number of other drinks brands have previously expressed concerns about such issues. However, brands including Budweiser and Moet have been persuaded to advertise on the platform after Snapchat increased security measures over the last year, ensuring better ad targeting. The firm now uses a mix of age-gating and behavioural and interest-based data to ensure underage users do not see inappropriate ads.