Twitter today announced it has simplified the experience of following alcohol brands on its service, across Web, Android, and iOS apps. The improvement integrates a new age-screening experience on the social network, letting alcohol brands safely grow their of-age network of followers.

Twitter breaks down the process into three steps:

AgeGating blogimage revised Twitter integrates age screening and removes DM system for following alcohol brands on Web, Android, and iOS

Previously, when Twitter users hit the Follow button on a liquor, beer, or wine account, they would automatically receive a direct message on Twitter from the company in question, asking them to navigate to an age screening page. If the user gave an age that met the requirement of their local drinking law, he or she would be allowed to follow the alcohol brand.

As you can see in the walkthrough above, Twitter now asks you to supply your age right on the social network. The company then does the legal requirement checks based on what country you reside in.

Twitter furthermore says it will remember that your account met the age requirement (nobody is getting any younger!). Best of all, the company promises it won’t store your date of birth: just the fact that you’re legally allowed to consume alcohol.

So far, Twitter has partnered with a few brands, including Bud Light, Jim Beam, Knob Creek, Heineken, and Bacardi. The new tool should allow these companies to push ads on the social network without fear of breaking the law.

All that being said, the debate of whether age-screening actually works continues to rage. Inputting a fake age online is not the same as obtaining and presenting a fake ID.

See also – Social networks are becoming the go-to platform for alcohol marketing and After alcohol-induced blackout, this MIT researcher created glowing ice cubes to track his drinking

Top Image Credit: Michelle Tribe