Do Alcohol Website Age Gates Prevent Underage User Access?

Posted on October 25, 2020 in The Americas, The Americas

This study found that while all official alcohol brand websites examined included an age gate, website visitors with minimal arithmetic abilities, such as very young youth, are able to employ ‘trial and error’ to eventually enter an acceptable legal age date of birth and gain access. A few websites only employed a yes/no box.

The study results highlight that alcohol brand age gates are weak, at best, and likely an inconsequential barrier that someone with limited math abilities can easily overcome.

Adolescent Alcohol Use, Alcohol Harm, alcohol marketing, Digital Marketing, Science, Under-Age, Underage Alcohol Use
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