What are the compliance rules for alcohol influencer content and giveaways on social media platforms like TikTok and Instagram?

Social media alcohol marketing is heavily restricted due to age-gating limitations and advertising regulations.

**TikTok alcohol content:** - Paid influencer reviews and advertising of alcohol are not permitted on TikTok due to lack of age-gating functionality - Only organic, non-paid content appears to be tolerated

**Instagram giveaways:** - Members have received warnings from Instagram for running giveaways, including non-alcohol-related ones (e.g., flower giveaways) - To reduce risk of removal or warnings, clearly display: no under-18s eligibility and full terms and conditions in the giveaway post - Avoid asking participants to follow your account, as this may trigger Instagram's automated compliance systems - Warning frequency appears unpredictable; some members report receiving multiple warnings within short periods (3+ in 2 weeks), including on older posts

**Note:** Members experienced Instagram content removal even on historical posts, suggesting Instagram may be retroactively enforcing policies. The exact triggers for removal remain unclear, but explicit age-restriction messaging and T&Cs appear to be the minimum protection.