British alcohol giant slammed for targeting children through Facebook

One of Britain's biggest drinks companies has been accused of "targeting children" through a multi-million-pound deal that will see vodka advertisements to appear on Facebook.

Diageo will use the website, which is used by tens of thousands of youngsters every day, to promote its most popular brands, including Smirnoff Ice, Baileys and Guinness.

The firm insists the adverstisements will be displayed only on areas of the site that cannot be seen by anyone under 18. But the British Medical Association, as we as leading academics, have said they have "serious concerns" about the deal.  They point out that Facebook has no way of preventing children from seeing the adds if they lie about their age.

"The BMA has serious concerns about this deal.  We know that drinking among young people is on the increase and we also kow that children spend a lot of time on Facebook" the Daily Mail quoted Dr Vivienne Nathanson, director of professional activities at the Brisish Medical Association, as saying. " Their access to alcohol marketing will be very difficult to regulate.  This shows how the alcohol industry needs to be regulated in order to curb alcohol misuse," she stated.

Professor Linda Bauld, an expert in alcohol misuse at the University of Stirling added: "Companies lie Diageo are wanting to recruit drinkers of a young age and using Facebook is a key way of getting to children.  It's Facebook's responsibility to think very carefully about who is able to advertise on their site," she stated.