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. Those advertisers worry they will target people who are too young and aren’t in any buying demographic, one of Heineken’s former agency executives said on condition of anonymity. 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 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.