The Impact of Social Media Marketing on Alcohol Compliance
In the world of liquor and spirits, building a brand is no longer just about shelf presence or tasting events—it's about storytelling. And for alcohol businesses in Texas, that storytelling often happens on Instagram, Facebook, and TikTok. But as digital visibility grows, so do the legal risks. Marketing alcohol on social media can quickly become a compliance minefield if you're not careful.
Whether you're launching a new distillery, managing a bar’s online presence, or starting a ready-to-drink brand, understanding how to market responsibly online is just as important as having a TABC permit. As experienced liquor attorneys, we’ve seen how missteps on social media can lead to investigations, fines, or even suspension of alcohol licenses.
Let’s take a closer look at what you need to know to keep your alcohol brand compliant—and competitive—in Texas.
Why Social Media Isn’t a Free-for-All for Alcohol Brands
It might seem like social media is the perfect playground for edgy content and viral marketing. But when alcohol is involved, the stakes are much higher. That’s because liquor laws don’t just apply to what happens behind the bar—they also apply to your brand’s behavior online.
State and federal regulations are very clear: any alcohol marketing must be responsible, truthful, and age-restricted. However, it can be difficult to control when influencers, user-generated content, or automated ads enter the picture. That’s where a qualified alcohol attorney becomes essential.
Key Areas of Social Media Compliance in Texas
Marketing alcohol online in Texas isn’t just about creativity—it’s about compliance. Here's what alcohol brands must keep in mind when it comes to their digital marketing strategy:
1. Age Restrictions Must Be Clear
Your brand’s profiles and content must be restricted to users aged 21 and older. This includes gating access, placing age disclaimers in bios, and using platforms’ built-in tools to restrict audience visibility.
2. No Encouragement of Excessive Drinking
Posts, memes, and videos that promote or glorify overconsumption are prohibited. This includes implying alcohol is a coping mechanism or promoting binge behavior.
3. Influencer Partnerships Need Guardrails
If you're working with influencers, you’re still responsible for what they post. Have contracts reviewed by a liquor attorney and make sure influencers disclose the relationship and avoid prohibited content.
4. User-Generated Content Should Be Vetted
If customers tag your brand in posts and you reshare them, be sure those posts don’t feature underage individuals, unsafe drinking habits, or unapproved claims.
Understanding compliance in Texas or throughout the United States means going beyond the basics. It requires real knowledge of local regulations, especially as they evolve with the digital landscape.
What a Liquor Attorney Can Do for Your Marketing Team
If you're not already working with a liquor attorney to review your social media marketing, now is the time. Our team at Martin Frost & Hill can help you:
Audit existing social content for red flags
Create internal guidelines for your marketing team and influencers
Draft legally sound contest and giveaway rules
Train your staff on best practices for digital compliance
Keeping your business aligned with liquor laws isn’t just about avoiding penalties—it’s about protecting your brand’s future.
Don’t Risk It: Stay Ahead of Alcohol Advertising Laws
Social media offers incredible opportunities for alcohol brands to connect with customers. But with great visibility comes great responsibility. A single non-compliant post can trigger scrutiny from the Texas Alcoholic Beverage Commission (TABC) or even the Federal Trade Commission (FTC).
The good news? You don’t have to figure it out alone. A trusted alcohol attorney can help you create a social strategy that’s not only creative and effective, but fully aligned with compliance in Texas.
Need a social media compliance audit?
Martin Frost & Hill is your partner for liquor law success—online and off. Contact us today to speak with a top-rated liquor attorney and ensure your digital strategy is as strong as your spirits.