Irresponsible alcohol advertising

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Google Ads Alcohol Policy: 6 Forbidden Claims

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Google Ads requires that advertisers comply with local alcohol laws and industry standards. Certain kinds of alcohol-related advertising—both for alcohol and drinks that resemble alcohol—are not allowed. Where alcohol ads are permitted by our policy, they must also adhere to the policies outlined below, do not target minors, and only target locations where we allow alcohol ads to show.

Violations of this policy won’t 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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About the policy

Google Ads prohibits content that promotes harmful or illegal consumption of alcohol. To ensure compliance, your ads must adhere to the following guidelines regarding consumption and targeting.

Irresponsible consumption and content

Your ads must not promote the excessive use of alcohol or imply that alcohol is necessary for a successful or healthy lifestyle. Specifically:

Ads must not mislead consumers about the nature and strength of the drink or unduly emphasize high alcohol strength.

Ads may not suggest that alcohol can enhance physical, sporting, or mental ability.

Ads may not suggest alcohol produces social or sexual success or acceptance.

Ads cannot encourage excessive or irresponsible consumption.

Ads cannot imply health benefits or therapeutic properties of alcohol.

Ads must not portray or encourage drinking prior to or during activities requiring sobriety or a high degree of skill or precision, such as operating machinery, driving, or playing sports.

Ads may not present alcohol as a means of removing social or sexual inhibitions.

Inappropriate targeting and appeal to minors

Strict guidelines apply to ensure ads are not directed toward sensitive age groups.

• Ads must not target or be designed to appeal primarily to those under the legal purchase age for alcohol in the country they target.
  • This includes avoiding themes, icons, music, games, or characters that are particularly appealing to minors.
• Minors and pregnant people shall never be shown consuming an alcoholic beverage.

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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.