TTB Updates Rules for Alcohol Influencer Social Media Posts

The Alcohol and Tobacco Tax and Trade Bureau (TTB) confirmed in its 2025 guidance that social media influencer posts promoting alcohol products are regulated as advertisements if the influencer is compensated or the post is intended to induce sales. When space is limited, brands may use a clearly marked link or tag to a compliant page containing the mandatory information.

This update recognizes the challenges of social media platforms where space is restricted, allowing brands to satisfy disclosure requirements by linking directly to mandatory information. The TTB holds industry members responsible for all influencer content related to their brands, ensuring transparency and regulatory compliance on digital platforms.

Alcohol brands can manage influencer partnerships in ways that keep posts compliant through in-post disclosures or linked pages, helping meet industry rules while working within platform limits.

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