On September 30, 2026, Google will implement an updated Alcohol policy, to introduce a more unified global advertising framework. This update revises country-specific guidelines, expands allowed advertising locations, and provides clearer details on specific advertiser requirements and responsibilities.
The revised policy language is currently available for your review. We encourage you to examine the standards relevant to your specific product types and target regions before the transition. The policy preview linked is set to officially replace the existing Alcohol policy article on September 30.
This update includes revisions to the Irresponsible alcohol advertising policy, and it is important to note that violations of these standards could lead to an account suspension. While this framework provides a more consistent global approach, all advertisers are still required to comply with the specific local laws and regulations of every country they target.
In addition, advertisers targeting regions that exclusively permit 0% alcohol advertising must now apply for certification, as all previous permissions will be revoked on September 30. Advertisers can access the application form through the policy preview link to ensure your ads continue to run without interruption.
During the transition period, advertisers may notice ads displaying multiple labels simultaneously. This is a known technical occurrence during the framework shift and will not interfere with your ad delivery; the labels will normalize automatically in the weeks following the change.
(Posted on August 27, 2026)