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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.
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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
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
FranceGermany
Ghana
Greece
Hong Kong
Hungary
Iceland
Ireland
Israel
Italy
Japan
Kenya
Latvia
Luxembourg
Malta
Mexico
Montenegro
Netherlands
New Zealand
NigeriaPanama
Peru
Philippines
Portugal
Puerto Rico
Romania
Senegal
Singapore
Slovakia
South Africa
Spain
Sweden
Switzerland
Uganda
Ukraine
United Kingdom
United States
UruguayPromoting 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
Troubleshooter: Alcohol targetingBranding 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
FranceGermany
Ghana
Greece
Honduras
Hong Kong
Hungary
Iceland
Ireland
Israel
Italy
Japan
Kenya
Latvia
Luxembourg
Malta
Mexico
Montenegro
Netherlands
New Zealand
Nicaragua
Nigeria
PanamaParaguay
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
VenezuelaBrand 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)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.
- 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.
- 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. - 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. - 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.
- On your Ads tab, look at the "Status" column. Hover over the white speech 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.
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
- 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.
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.
Effect of the policy
If your ad meets the requirements above and gets reviewed, here are details of how it can run:
Country |
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See the requirements above to learn where certain kinds of alcohol ads can and cannot run.
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Ad platform | |
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Can run alcohol ads:
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Ad network | |
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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: Alcohol ads can show in certain countries on partner properties (through AdSense and AdMob) that have opted-in to show such content. Learn more 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 |
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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: Cannot promote alcohol:
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