Alcohol

Google Ads follows local alcohol laws and industry standards, so certain kinds of alcohol-related advertising, both for alcohol and drinks that resemble alcohol, are not allowed. Some types of alcohol-related ads are allowed if they adhere to the policies outlined below, don’t target minors, and only target locations that are allowed to show alcohol ads.

In this article

• Alcohol sale
• Alcohol information
• Irresponsible alcohol advertising
• Ad serving for Alcohol ads
• Alcohol advertising location specifics

Alcohol sale

Ads that feature one or more alcoholic beverages or beverages that resemble alcohol in the ad and lead to a destination or app where alcohol can be purchased are considered to be promoting the sale of alcoholic beverages.

Ads promoting the sale of alcoholic beverages are allowed as long as they don’t target minors and only target approved locations.

Ads that promote the sale of alcoholic beverages with alcohol by volume (ABV) under a certain percent are allowed as long as they don’t target minors, only target approved locations, and indicate the highest alcohol by volume (ABV) on the landing page.

Ads for the online sale of alcoholic beverages are not allowed to run outside of the list of approved locations.

Learn more about the Alcohol sale policy.

Alcohol information

Informational ads and ads with alcohol branding, including promotions that focus on alcoholic beverages or spread awareness of alcoholic beverages, are allowed as long as they aren’t offered for online sale.

Ads with brand or informational advertising for alcoholic beverages are not allowed to run outside of the list of approved locations.

Brand or informational advertising for alcoholic beverages are allowed when they only target approved locations.

Brand or informational advertising for alcoholic beverages with a volume of below a certain percent is allowed as long as ads only target approved locations and indicate the highest alcohol by volume (ABV) on the landing page.

In Poland, brand or informational advertising for alcoholic beverages is limited exclusively to beer. Google Ads requires advertisers that intend to serve alcohol information ads targeting Poland to apply to advertise.

Learn more about the Alcohol information policy.

Irresponsible alcohol advertising

Google Ads prohibits content that promotes harmful or illegal consumption or alcohol. Any ad implying health or social benefits from alcohol, promoting alcohol use in dangerous situations like driving, or encouraging underage or excessive drinking will be disapproved.

The following is not allowed:

Targeting individuals below the legal drinking age in one or more locations your ads target

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

Implying that drinking alcohol provides health or therapeutic benefits

Showing excessive drinking in a favorable way, or featuring binge or competition drinking

Showing alcohol consumption while operating machinery or vehicles of any kind

Showing alcohol consumption while performing any task that requires alertness or dexterity

Learn more about the Irresponsible alcohol advertising policy.

Ad serving for Alcohol ads

Location specifics

Refer to the Alcohol advertising location specifics to learn where certain types of alcohol ads can and can’t run.

• If your ad campaign only targets locations that aren’t included in this list, your ad will be labeled "Disapproved" and won't run at all.
• If your ad campaign targets both allowed and disallowed locations, your ad will be labeled "Eligible (limited)". Your ads will run in the allowed locations and won’t run in the disallowed locations.

Ad platforms

Alcohol ads can run on the following ad platforms:

• Google Ads
• YouTube: If you want to apply age gating on your homepage, brand channel, or video, learn more about Age targeting and ads.
• AdMob
• Ad Exchange in Google Ad Manager

Ad networks

Alcohol ads can run on the following ad networks:

• Google Search: Alcohol ads can show on Google and the Google Search Network. Note that these ads won’t show to users who have the SafeSearch feature turned on.
• Display network: Alcohol ads can show on partner properties in certain countries that have opted-in to show such content through AdSense and AdMob. Learn more about AdSense Restricted sensitive categories.
• Ad Exchange for Google Ad Manager Seller network: Alcohol ads can show in certain countries on partner sites that have opted-in to show such content. Learn more about the Authorized Buyers Alcohol policy.

Ad formats

Acceptable ad formats can vary depending on the platform you're using, the status of your ad, and whether a publisher or partner has opted to show these types of ads.

Examples of ad formats that don’t allow alcohol ads (non-exhaustive):

• Reservation display ads
• Google TV masthead ads

Alcohol advertising location specifics

Advertising for the online sale of alcoholic beverages and brand or informational advertising for alcoholic beverages isn’t allowed in any location that isn’t listed in this policy’s country specifics for each topic. Ads and campaigns that target countries that aren’t included in this list will be disapproved.