Alcohol

What's the policy?

Google restricts the promotion and sale of alcoholic beverages including beer, wine, and spirits.

Country restrictions
Restrictions vary depending on the locations that your ad campaign targets. See the two sections below to learn where you can run certain types of alcohol ads.

Requirements
In all cases where promotion of alcohol is permitted, the following conditions must be met:

  • Act in compliance with all applicable laws and industry standards for each location that you are targeting.
  • Do not target individuals below the legal drinking age.
  • Do not imply that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing.
  • Do not imply that drinking alcohol provides health or therapeutic benefits.
  • Do not portray excessive drinking in a positive light or feature binge or competition drinking.
  • Do not show alcohol being consumed in conjunction with the operation of machinery or a vehicle of any kind or the performance of any task requiring alertness or dexterity.
  • Do not depict violent or degrading behavior.

Please note that products which are marketed in the same way as alcoholic beverages, regardless of alcohol content, are subject to our alcohol policy. Examples include low-alcohol and non-alcoholic beer and wine, as well as low-alcohol and non-alcoholic cocktails.

Branding or informational ads promoting alcoholic beverages

With certain geographic restrictions, we accept ads for alcohol branding or information, including the promotion of beer, wine, and spirits. Branding and informational ads include any advertisement which features an alcoholic beverage as the focus of the advertisement or the website. We accept branding and informational ads to target certain countries only, based on multiple factors including user experience and legal considerations.

Countries where we allow brand or informational advertising for alcoholic beverages
     
Albania
Argentina
Australia
Austria
Belgium
Bolivia
Bosnia and Herzegovina
Brazil
Bulgaria
Cambodia
Canada
Chile
Colombia
Costa Rica
Cyprus
Czech Republic
Denmark
Dominican Republic
Ecuador
El Salvador
Estonia
France  
Germany
Ghana
Greece
Honduras
Hong Kong
Hungary
Iceland
Ireland
Israel
Italy
Japan
Kenya
Latvia
Lithuania
Luxembourg
Malta
Mexico
Montenegro
Netherlands
New Zealand
Nicaragua
Nigeria
Panama
Paraguay  
Peru
Philippines
Portugal
Puerto Rico
Romania
Senegal
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Uganda
Ukraine
United Kingdom
United States
Uruguay
Venezuela  

Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Alcohol branding or informational ads are considered "Non-Family Safe."

Ads for the online sale of alcoholic beverages

With certain geographic restrictions, we accept ads for the online sale of alcoholic beverages, including the promotion of beer, wine, and spirits. We accept ads for online sale to target certain countries only, based on multiple factors including user experience and legal considerations.

Ads are considered to be promoting alcohol online sales when both of the following conditions are met:

  • one or more alcoholic beverages are featured in the ad
  • alcoholic beverages can be purchased online from the destination site

Countries where we allow advertising for the online sale of alcoholic beverages
     
Albania
Argentina
Australia
Austria
Belgium
Bosnia and Herzegovina
Brazil
Bulgaria
Cambodia
Canada
Chile
Colombia
Costa Rica
Cyprus
Czech Republic
Denmark
Ecuador
Estonia
France
Germany  
Ghana
Greece
Hong Kong
Hungary
Iceland
Ireland
Israel
Italy
Japan
Kenya
Latvia
Lithuania
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  

Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Ads for the online sale of alcohol are considered "Non-Family Safe."

What can I do if my ad gets disapproved?

If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:

Disapproval reason What does it mean? What do I do now?
Alcohol online sales Your website promotes the online sale of alcohol which isn't allowed for at least one country in your campaign's targeting. Remove all references to the online sale of alcoholic beverages from your site. You can also choose not to target the countries where the product or service is not allowed. Learn how to edit your location targeting. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.
Alcohol branding / information Your ad or the primary focus of your website promotes the branding of alcohol which isn't allowed for at least one country in your campaign's targeting. Remove all references to the branding of alcohol from your ad and ensure that it isn't the primary focus of your website. You can also choose not to target the countries where the product or service is not allowed. Learn how to edit your location targeting. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

How do I resubmit my ad for review?

If your ad gets disapproved, you can resubmit it for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure that your ad complies with our policies and that you remove any references to unacceptable content before saving your ad.

Here's how to edit your ad:

  1. Visit your account's Ads tab.
  2. Hover over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there.
  3. Click Save when you're done editing your ad.

After editing and saving your ad, the Status column will change from "Disapproved" to another status like "Under review" or "Eligible." We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.

What happens if I violate this policy?

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
  • Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support