• Ad Age, Tuesday, June 5, 2012 10:45 AM

Facebook has deals with Heineken and Diageo. But Twitter is catching up with new tools, such as one that checks the user's age. Coors Light is testing it. Twitter is making the changes in response to lobbying from the alcohol industry, whose revised marketing code requires brands to check ages before engaging fans on social media. There is also more scrutiny from the Federal Trade Commission, which is seeking digital-marketing data from alcohol advertisers for its next major study on booze marketing. Twitter is partnering with social-media-management company Buddy Media on a new tool to bring uniformity to the "age-gating" process.

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