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A collection of watchdog groups has done the impossible: They slowed down DJ Khaled's brand plugs on social media, at least for alcohol.

The hip hop star and so-called "King of Snapchat" has dialed back posts mentioning liquor brands after scrutiny from watchdog groups alleging that his boozey social media musings reached minors and were not properly labeled as ads.

Their complaint was led by, which advocates against deceptive marketing, and included groups such as Campaign for a Commercial-Free Childhood, Mothers Against Drunk Driving, Public Citizen and The Center for Digital Democracy.

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