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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.
Learn more about the Alcohol policy.
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 for the online sale of alcoholic beverages are not allowed to run outside of the list of approved locations. Refer to the location specifics for this policy to ensure that you’re only targeting approved locations.
Location specifics for Alcohol sale advertising
Online sale of alcoholic beverages
Ads for the online sale of alcoholic beverages can only run when targeting locations in this approved list. Ads targeting locations outside of this list will be disapproved.
- 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*
- India*
- Indonesia*
- 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
- Vietnam*
* These locations are subject to the additional limitations outlined below.
Sale of alcoholic beverages with ABV under a certain percent
In some locations, ads are limited to those that promote the sale of alcoholic beverages with ABV under a certain percent.
| Location | Highest allowed ABV |
|---|---|
| Ecuador | 5% |
| Iceland | 2.25% |
| India | 0% |
| Indonesia | 0% |
| Vietnam | 5.5% |
Options to fix
If this policy is affecting your ad, review your options to fix below.
Troubleshoot issues with Alcohol ads
If your ads are marked as "Disapproved" or "Eligible (Limited)" due to Alcohol Information or Alcohol Sale policies, review the following:
- Check your ad status: "Eligible (Limited)" is the expected status for compliant alcohol ads because they’re restricted to specific ages and locations. If you aren’t advertising alcohol, the steps below will help you ensure your ads aren’t misidentified as alcohol.
- Review landing page content: Examine your landing pages for explicit or implicit mentions of alcohol or related terms and imagery. Remove or modify non-compliant content.
- Inspect ad creatives and text: Make sure all ad copy, images, and videos comply with alcohol policies. This includes visual depictions and alcohol-related terms.
- Audit audience segments for personalized ads: For personalized advertising of sensitive content like alcohol, you can only use predefined Google audiences. Remove any advertiser-curated, custom, or remarketing segments.
- Only target approved locations : If your ads meet the basic policy requirements but target unapproved locations, they’ll be disapproved. If you’re targeting an unapproved location, edit the location targeting of your ads to an approved location. After you’ve updated your ad to comply with this policy, request a review to have Google Ads determine if they can start running.
- Change your ad's landing page: Make sure your ad doesn’t lead to content that violates this policy.
Edit your ads to comply with this policy
- Go to Ads
within the Campaigns
menu.
- Hover over the ad or asset and select Edit.
- Edit the ad or asset so that it complies with the policy.
- Select Save.
Your ad will be automatically reviewed again. Check the ad’s status in the “Ads & assets” page for updates.
Learn more about how to Fix an ad with policy violations .
Appeal policy decision
If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.
