Alcoholic drinks: advertising on Google

What is Google's policy regarding alcohol advertising?

The Google Ads Policy Center help says the following:

“We permit advertising of alcohol and related beverages as long as it complies with local laws, industry standards, the guidelines below, and is only shown to adults in certain countries.”

Alcohol sales

This category includes advertising of one or more alcoholic beverages sold on the website or application specified in the ad.

In what cases is display allowed? Online advertisements for the sale of alcoholic beverages are permitted in the countries listed below.

Advertisements for the sale of alcoholic beverages whose strength does not exceed a certain percentage. The advertiser must indicate the maximum alcohol content of drinks on their landing page. 

PROHIBITED: Advertising of online stores selling alcoholic beverages is prohibited in all countries except those listed above. If your campaign is targeting only countries that are not listed, your ad will be rejected. 

Information about alcoholic beverages

This category includes advertisements for alcoholic beverages or related brands that do not involve the purchase of such products online.

In what cases is display allowed? Ads for branding and information about alcoholic beverages are permitted in the countries listed below.

Advertising containing the names of brands of alcoholic beverages, the strength of which does not exceed a certain percentage, or information about them. The advertiser must indicate the maximum alcohol content of drinks on their landing page.

PROHIBITED: Advertising containing brand names or information about alcoholic beverages is prohibited in all countries except those listed above. If your campaign is targeting only countries that are not listed, your ad will be rejected.

Irresponsible alcohol advertising

Examples of irresponsible alcohol advertising are listed below. Ads with similar content will be rejected. 

• Targeting people under the legal drinking age in the country in which your ads are running.
• Claims that drinking alcohol helps improve sex life, social or professional status, or intellectual or physical abilities.
• Claims that alcoholic beverages have health benefits or medicinal properties.

Example: “Whoever drinks a glass of wine a day never sees a doctor.” 

• Presenting excessive drinking or drinking on a dare in a positive light.
• Depiction of alcohol consumption while driving any vehicle, while operating complex equipment, or while performing tasks requiring alertness or skill.