The R18 online quirk that feels like a relic of the old internet

Ben Fagan, a member and occasional contributor to The Spinoff, recently encountered an unusual online experience while browsing websites related to pubs and breweries in search of upcoming events. While exploring the Garage Project site, he inadvertently clicked “No, I’m under 18” on an age restriction pop-up, only to be redirected to Toyworld New Zealand, where promotional deals for items such as Pillow Pets and Play-Doh were prominently displayed. Fagan described feeling “disrespected” by the unexpected redirection, noting that the site appeared overly child-friendly. This incident highlights a growing trend among alcohol brands in New Zealand, where many have opted for playful or humorous responses to users attempting to access their sites underage. For instance, Liquorland redirects minors to the music video for Dragon’s song Are You Old Enough, where a viewer comments, “Is anyone else here from the Liquorland website?” A Liquorland representative confirms the video was intentionally selected for its lighthearted tone, adding that the comment reflects the company’s sense of humor. Similarly, Behemoth Brewing Company has embraced the trend by releasing a metal cover of Baby Shark, a popular children’s song. Other brands have followed suit, using the opportunity to engage younger audiences in creative ways. Beer Jerk, for example, offers a watermelon lemonade recipe from BBC Good Food, while Double Vision Brewing playfully asks, “Hold up, are you of age mate?” before directing users to Pak‘nSave’s juice and smoothie range. Mythica Brewing even references a local beverage brand by sending minors to the official V website for a 15% discount. While most alcohol retailers direct underage visitors to Health New Zealand’s alcohol homepage or simply to Google, some have taken a more unconventional approach. Tokyo Liquor sends users to Japan Mart, where they can purchase affordable vitamin C face masks, and Alpa Domus Brewery redirects them to the New Zealand Herald. These choices reflect a broader strategy of balancing compliance with creativity, ensuring that the online presence remains accessible yet appropriately regulated. Under the Sale and Supply of Alcohol Act 2012 and the Alcohol Advertising and Promotion Code 2021, alcohol brands are required to create a “barrier of entry” to prevent minors from accessing adult-only content. This typically involves age verification processes or age-gated access. However, the regulations do not specify where minors should be directed once they attempt to access an alcohol-related site. As a result, brands have considerable flexibility in determining the destination of such users. Hilary Souter, chief executive of the Advertising Standards Authority, explains that the primary goal of the code is to ensure that users are aware of the adult nature of the content they are trying to access. She notes that while the focus is on creating barriers to entry, there are no strict guidelines regarding where minors should land after being redirected. Some brands prefer to guide users to Health New Zealand’s resources, while others take a more whimsical route, such as sending them to Toyworld or The Wiggles’ website. Despite the varied approaches, all the brands involved appear to be adhering to legal requirements while maintaining a friendly and engaging tone. Whether through humor, educational content, or practical alternatives, the response to underage access seems to prioritize both compliance and user experience. As the digital landscape continues to evolve, it remains to be seen how these strategies will adapt to new challenges and opportunities.