Alcohol

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

Alcohol

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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

This image represents the Google Ads policy for 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

Allowed with restrictions 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

This image represents the Google Ads policy for 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

Allowed with restrictions 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)

 Allowed with restrictions  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 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.
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

This image represents the Google Ads policy for 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
Allowed with restrictions 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
Allowed 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

Allowed with restrictions 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.

Allowed with restrictions 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

Allowed with restrictions 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:
Not allowed Cannot promote alcohol:

Need help?

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

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