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 you target
  • 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

Refer to the Google product category [google_product_category] attribute in the feed specification for requirements on how to submit these products to an appropriate audience.

Country-specific requirements

In addition to the requirements above, there may be further restrictions based on your target country. See additional country-specific requirements you must meet below.

Countries Allowed?
Argentina 
Australia
Austria
Belgium
Brazil
Cambodia
Canada
Chile
Colombia
Costa Rica
Czechia
Denmark
France
Germany
Ghana
Greece
Hong Kong
Hungary
Ireland
Israel
Italy
Japan
Kenya
Netherlands
New Zealand
Nigeria
Panama
Peru
Mexico
Philippines
Portugal
Puerto Rico
Romania
Senegal
Singapore
Slovakia
South Africa
Spain
Sweden
Switzerland
Uganda
Ukraine
United Kingdom
United States
Uruguay
Allowed with limitations
In these countries, Google allows the promotion of alcohol (including hard alcohol, liquor, beer, wine, champagne, and cider) as long as the requirements outlined above are met.
Algeria
Angola
Bahrain
Bangladesh
Belarus
Cameroon
Cote d’Ivoire
Dominican Republic
Ecuador
Egypt
El Salvador
Ethiopia
Finland
Georgia
Guatemala
India
Indonesia
Jordan
Kazakhstan
Kuwait
Lebanon
Madagascar
Malaysia
Mauritius
Morocco
Mozambique
Myanmar (Burma)
Nepal
Nicaragua
Norway
Oman
Pakistan
Paraguay
Poland
Russia
Saudi Arabia
South Korea
Sri Lanka
Taiwan
Tanzania
Thailand
Tunisia
Turkey
United Arab Emirates
Uzbekistan
Venezuela
Vietnam
Zambia
Zimbabwe
Not allowed Not allowed
In these countries, Google doesn't allow the promotion of any alcoholic beverages, including hard alcohol, liquor, beer, wine, champagne, or cider.
 

What you can do

Here's what you can do if your product is disapproved or if your Merchant Center account is impacted:

Product disapproval

Products that don't comply with our policies may be disapproved. When a product is disapproved, it won't be eligible to serve. 

  1. Read our policies to learn what we don't allow.
  2. Update your website. If your ad or listing leads to content that violates a policy, update your website to meet the requirements and be in compliance with our policies.
  3. Remove the violating products from your product data. You’ll receive an email with details about the violation. 
    • If you have products in your product data that violate the policy (or policies), you'll need to remove the offers from your feed.
    • You can also fix product-level issues by editing your product data via your chosen upload method (such as a file) or directly in Merchant Center.
  4. Update your product data in Merchant Center. If you created a schedule for automatic uploads, update your product data manually or wait for your product data to be automatically updated before requesting any reviews.
Account disapproval

For most violations, we'll send you a warning email detailing the policy violation and give you 7 or 28 calendar days to fix your issue.

  1. Read our policies to learn what we don't allow.
  2. Update your website. If your ad or listing leads to content that violates a policy, update your website to meet the requirements and be in compliance with our policies.
  3. Remove any violating products from your product data. You’ll receive an email with details about the violation. If you have products in your product data that violate the policy (or policies) you'll need to remove the offers from your feed.
  4. Update your data in Merchant Center
    • Review your account and submit any missing information or complete any unfinished steps. 
    • If you created a schedule for automatic uploads, update your product data manually or wait for your product data to be automatically updated before requesting any reviews.
  5. Request a review of your account.
    • If your account is still within the warning period, it will automatically be reviewed again at the end of the warning period. If the violating products are removed, you won't need to request an account review or take any additional action.
    • If your account is suspended and you've taken actions to resolve the issue, request an account review.

Most accounts are reviewed within 3 business days, but it can take longer if a more complex review is needed. If we find that you've removed the violating products from your product data, we’ll remove the warning. In the case of account suspension, we'll approve your account so your products can start displaying again.

Account issue that limits product visibility

Your account has an issue and is operating with reserved functionality, therefore your products have limited visibility. An email was sent with a notice on what to do and the steps needed to resolve your account issue.

  1. Read our policies to learn more about our requirements.
  2. Update your website. If your ad or listing leads to content that violates a policy, update your website to meet the requirements and be in compliance with our policies.
  3. Fix any other open policy violation in your account. Review your products and your account details. 
    • If products aren’t supported, remove them from your feed.
    • If account details are missing, complete them in Merchant Center. 
  4. Request a review of your account.
    • If your Merchant Center account is still within the warning period for certain policies, it will automatically be reviewed again at the end of the warning period. 
    • If your account is affected and you've resolved the issue, request a Merchant Center account review.

Most accounts are reviewed within 3 business days, but it can take longer if a more complex review is needed. If we find that you've removed the violating products from your product data, we’ll remove the warning. In the case of accounts with limited visibility, we'll approve your account so your products can start displaying again without any restrictions.

To ensure a safe and positive experience for customers, Google requires that retailers comply with all applicable laws and regulations in addition to our policies. It's important that you familiarize yourself with and keep up to date on these requirements for the place where your business operates, as well as any other places your ads are shown. When we find content that violates these requirements, we may block it from appearing. In cases of repeated or egregious violations, we may ban you from advertising content with us.

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