Knowing the potential for negative response if they don't take care preventing underage people from accessing their upcoming Bud.TV Web site, AnHeuser-Busch has recruited Aristotle, an age-verification company, to ensure that those interacting with the new site will be of legal age.
How it will work is that once the visitor provides their first and last name, date of birth and ZIP code, then the company will administrate a real-time verification check, across public databases, so that all users of the site are verified that they are of legal drinking age. Only when they are confirmed will they be able to gain entry to the site.
The Bud.TV channel itself will be an online TV network offering on-demand programming with up to 7 channels. Branded content will be part of their strategy, while also offering other typical entertainment fare like comedy, user-generated content, short film clips and celebrity interviews. The online TV channel will launch on February 4.
This is a good move by Anheuser-Busch (BUD). It's something all of need to think about if we offer products or services that have a high risk of alienating certain consumers - and the general public - if measures aren't put in place to manage the situation.
People want to know that you're doing something to prevent that which has the potential to influence others wrongly. In the case of underage drinking, it's a powder keg that had to be addressed before it exploded and went off. A-B is doing the right thing by preventing entry from those that aren't of legal drinking age and gaining good will through taking the right steps.
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