Irresponsible alcohol advertising

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Google Ads Alcohol Policy: 6 Forbidden Claims

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Google Ads follows local alcohol laws and industry standards, so certain kinds of alcohol-related advertising, both for alcohol and drinks that resemble alcohol, are not allowed. Some types of alcohol-related ads are allowed if they adhere to the policies outlined below, don’t target minors, and only target locations that are allowed to show alcohol ads.

Learn more about the Alcohol policy.

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more about Google Ads account suspensions overview.

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In this article

• About the policy
• Options to fix

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Google Ads prohibits content that promotes harmful or illegal consumption of alcohol. Any ad implying health or social benefits from alcohol, promoting alcohol use in dangerous situations like driving, or encouraging underage or excessive drinking will be disapproved.

Targeting individuals below the legal drinking age in one or more locations your ads target is not allowed.

Implying that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing is not allowed.

Implying that drinking alcohol provides health or therapeutic benefits is not allowed.

Example (non-exhaustive): “A wine a day keeps the doctor away”

Showing excessive drinking in a favorable way, or featuring binge or competition drinking is not allowed.

Showing alcohol consumption while operating machinery or vehicles of any kind is not allowed.

Showing alcohol consumption while performing any task that requires alertness or dexterity is not allowed.

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Options to fix

If this policy is affecting your ad, review your options to fix below.

Troubleshoot issues with Alcohol ads

• Review the Alcohol policy to make sure your content meets the requirements and follows the rules of the policy.
• Only target approved locations. If your ads meet the basic policy requirements but target unapproved locations, they’ll be disapproved. If you’re targeting an unapproved location, edit the location targeting of your ads to an approved location. After you’ve updated your ad to comply with this policy, request a review to have Google Ads determine if they can start running.
• Change your ad's landing page. Ensure that your ad does not lead to content that violates this policy.

Edit your ads to comply with this policy

1. Go to Ads within the Campaigns menu .
2. Hover over the ad or asset and select Edit.
3. Edit the ad or asset so that it complies with the policy.
4. Select Save. Your ad or asset will be automatically re-reviewed, which typically takes 24-48 hours. Check the ad’s status in the “Ads & assets” page for updates.

Your ad will be automatically reviewed again. To check the ad or asset status, review the “Status” column. If you hover over each status, you’ll notice a more detailed explanation of what the status means.

Learn more about how to Fix a disapproved ad or appeal a policy decision.

Appeal policy decision

If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.