The European Forum for Responsible Drinking has formed a partnership with the Distilled Spirits Council of the US to devise a set of self-regulatory guidelines for advertising on social-media sites.
The guidelines include restricting Facebook users aged under 18 from accessing official alcohol brand pages, and a commitment to remove inappropriate user-generated content from brand pages on Facebook with 48 hours.
Other agreed measures include a pledge to place advertising on non-branded channels only where at least 70% of viewers are over 18, and linking ads to responsible-drinking messages.
Diageo announced a multimillion-pound ad deal with Facebook this week, while Bacardi is understood to be shifting 90% of its digital spend to Facebook initiatives.
In the UK, lobbying groups have accused drinks brands of targeting young consumers through social media.