Alcoholic beverages

Our policy

Google restricts the promotion of alcoholic beverages and drinks that resemble alcoholic beverages.

When promoting alcoholic beverages, you may not do any of the following:

  • violate applicable laws and industry standards for any location that your campaign targets
  • target individuals below the legal drinking age
  • imply that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing
  • imply that drinking alcohol provides health or therapeutic benefits
  • portray excessive drinking in a positive light or feature binge or competition drinking
  • show alcohol being consumed 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

Examples of what's allowed in some circumstances

The following types of alcohol-related promotions are allowed, provided that they meet the requirements stated in the policy and target only the countries that are explicitly listed as being permitted.

Promotions for the sale of alcoholic beverages

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.

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

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
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  
 
Branding or informational ads promoting alcoholic beverages

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.

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

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
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
Uganda
Ukraine
United Kingdom
United States
Uruguay
Venezuela  

What you can do

Here's more detail about each violation and what you can do if your ad is disapproved or your site is suspended:

Alcohol sales and branding
  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. Here's some information to keep in mind:
    • Disallowed content: See the top of this page for the ways in which you can't promote alcohol. For example, you can't violate local law, target individuals below the legal drinking age, or portray excessive drinking in a positive light.
    • Non-alcoholic beverages: This policy also applies to products marketed in the same way as alcoholic beverages, regardless of alcohol content. If you promote low-alcohol and non-alcoholic beer, wine, and cocktails, make sure that your ad and site meet the requirements above.
    • Country requirements: Your ad can be disapproved if your campaign targets only locations where we don't allow that type of alcohol-related content.
  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 comply.
  3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

    Or, you can change your destination URL to point to another page of your website that doesn't violates 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, look at the "Status" column. Hover over the white speech bubble Ad disapproval 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.
    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 approve your ad to start running.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Effect of the policy

If your ad meets the requirements above and gets approved, 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 "Approved (limited)" and won't run in the disallowed countries (but can run in the allowed countries).
  • Family status
    Alcohol ads are considered non-family safe. Such ads can run, but might not appear in all situations.
    Ad platform
    Can run alcohol ads:
    • AdWords and AdWords Express
    • YouTube
    Cannot run alcohol ads:
    • 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 & AdX Seller Network: Alcohol ads are not allowed to run on these partner sites.
    Ad formats
    Acceptable ad formats can vary depending on factors like the platform you're using, the family 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:
    • Image ads
    • AdMob ads
    • Reservation display ads
    • Location extensions
    • Review extensions
    • Consumer ratings annotations
    • App install image and video ads

    What happens if you violate our policies

    • 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 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.

    To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google AdWords policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

    Need help?

    If you have questions about this policy, let us know:
    Contact AdWords Support

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