Alcohol

Google provides translated versions of our Help Center, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.

Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.

Alcohol

For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.

---

We abide by local alcohol laws and industry standards, so we don’t allow certain kinds of alcohol-related advertising, both for alcohol and drinks that resemble alcohol. Some types of alcohol-related ads are allowed if they meet the policies below, don’t target minors, and target only countries that are explicitly allowed to show alcohol ads.

Learn about what happens if you violate our policies. If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.

Alcohol sale

We consider ads to be promoting the sale of alcoholic beverages when one or more alcoholic beverages are featured in the ad, and alcohol can be purchased on the destination site or app.

Allowed: We allow advertising for the online sale of alcoholic beverages to run in the countries below.

Countries that allow such ads

Albania Argentina Australia Austria Belgium Bosnia and Herzegovina Brazil Bulgaria Cambodia Canada Chile Colombia Costa Rica Cyprus Czech Republic Denmark Estonia France

Germany Ghana Greece Hong Kong Hungary Iceland Ireland Israel Italy Japan Kenya Latvia Luxembourg Malta Mexico Montenegro Netherlands New Zealand Nigeria

Panama Peru Philippines Portugal Puerto Rico Romania Senegal Singapore Slovakia South Africa Spain Sweden Switzerland Uganda Ukraine United Kingdom United States Uruguay

Promoting the sale of alcoholic beverages with a volume of below certain percent. The advertiser should indicate the highest alcohol by volume (ABV) on the landing page.

Countries that allow such ads

Ecuador (5% or less alcohol) India (0% alcohol) Indonesia (0% alcohol) Vietnam (less than 5.5% alcohol)

Not allowed: Advertising for the online sale of alcoholic beverages is not allowed to run in any countries not listed above. If your campaign targets only countries that aren't listed, your ad will be disapproved.

Alcohol information

Branding and informational ads include promotions which focus on alcoholic beverages, or spread awareness of alcoholic beverages, but which do not offer them for online sale.

Allowed: We allow brand or informational advertising for alcoholic beverages to run in the countries below:

Countries that allow such ads

Albania Argentina Australia Austria Belgium Bosnia and Herzegovina Bolivia Brazil Bulgaria Cambodia Canada Chile Colombia Costa Rica Cyprus Czech Republic Denmark Dominican Republic El Salvador Estonia France

Germany Ghana Greece Honduras Hong Kong Hungary Iceland Ireland Israel Italy Japan Kenya Latvia Luxembourg Malta Mexico Montenegro Netherlands New Zealand Nicaragua Nigeria Panama

Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Senegal Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Uganda Ukraine United Kingdom United States Uruguay Venezuela

Brand or informational advertising for alcoholic beverages with a volume of below certain percent. The advertiser should indicate the highest alcohol by volume (ABV) on the landing page.

Countries that allow such ads

Ecuador (5% or less alcohol) India (0% alcohol) Indonesia (0% alcohol) Poland (0% alcohol) Vietnam (less than 5.5% alcohol)

   In Poland, advertising is limited exclusively to beer. To promote beer information, advertisers need to be certified by Google. You can submit your application using this form.

Not allowed: Brand or informational advertising for alcoholic beverages is not allowed to run in any countries not listed above. If your campaign targets only countries that aren't listed, your ad will be disapproved.

Troubleshooter: Alcohol targeting

1. Read the policy above to see the types of alcohol-related content that we don't allow as well as country-specific restrictions for places that your campaign targets.
2. Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
   Request a review
   
   Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site or app comply.
3. Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.
   
   Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy.
4. Remove that content from your ad. If your ad violates this policy, please edit it to make it comply.Take me to my account

   • On your Ads tab, hover over the ad you want to edit.
   • Click the pencil icon next to your ad to edit it.
   • Click Save when you're done.

   Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can review your ad to start running. If you've made changes to fix certain kinds of violations, you might be able to resubmit your entire campaign for review.

   • On your Ads tab, look at the "Status" column. Hover over the white speech bubble next to "Disapproved."
   • Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
   • Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.

If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Irresponsible alcohol advertising

We consider the following to be irresponsible in alcohol-related advertising, and any ads containing this content will be disapproved. 

 Targeting individuals below the legal drinking age in any country where you want your ads to serve

 Implying that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing

 Implying that drinking alcohol provides health or therapeutic benefits

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

 

 Portraying excessive drinking favorably or featuring binge or competition drinking

 Showing alcohol consumption in conjunction with the operation of a vehicle of any kind, the operation of machinery, or the performance of any task requiring alertness or dexterity

Troubleshooter: Irresponsible alcohol advertising

1. Fix the ad’s destination. Remove any content prohibited by this policy. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.

2. Edit the ad. Remove any content that we don’t allow. If your ad already complies with the policy but you made changes to the ad’s destination, edit the ad and save it. This will resubmit the ad and its destination for review.

   Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

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 suspended accounts.

Effect of the policy

If your ad meets the requirements above and gets reviewed, here are details of how it can run:

Country

See the requirements above to learn where certain kinds of alcohol ads can and cannot run. If your ad campaign targets only countries where we don't allow these ads, your ad will be labeled "Disapproved" and won't run at all. If your ad campaign targets allowed and disallowed countries, your ad will be labeled "Eligible (limited)" and won't run in the disallowed countries (but can run in the allowed countries).

Ad platform
Can run alcohol ads: Google Ads YouTube (Alcohol advertisers who wish to use an age gate on their homepage, brand channel, and/or video may do so under our age gate policies) AdMob DoubleClick Ad Exchange (AdX)

Ad network

Google Search: Alcohol ads can show on Google and our Search Network. However, if someone has enabled the SafeSearch feature, they will not see this type of ad. Display network: Alcohol ads can show in certain countries on partner properties (through AdSense and AdMob) that have opted-in to show such content. Learn more AdX Seller network: Alcohol ads can show in certain countries on partner sites that have opted-in to show such content. Learn more

Ad formats
Acceptable ad formats can vary depending on factors such as the platform you're using, the status of your ad, and whether a publisher or partner has opted to show such ads. Here are some typical examples, though they may vary: Cannot promote alcohol: Reservation display ads Google TV masthead ads

Need help?

If you have questions about our policies, contact Google Ads Support.