Alcohol and Tobacco (Google Policy Document)

Alcohol and Tobacco (Google Policy Document)


INTRODUCTION

Google adheres to local alcohol laws and industry standards, which is why they do not allow certain alcohol related advertising, both for alcohol and drinks that resemble alcohol. Some alcohol-related ads are allowed if they meet the polices below such as; never targeting minors, and only target countries that are explicitly allowed to show alcohol ads. 

Google also prides themselves on keeping their users safe both online and offline. Hence, they do not allow the promotion of some products or services that cause damage, harm or injury such as Tobacco.

ALCOHOL SALE

Google considers ads to be promoting the sale of alcohol when one or more alcoholic beverages are featured in an ad, and alcohol can be purchased on the destination site or app.

The following countries allow advertising for the online sale of alcoholic beverages:















The following countries allow promoting for the sale of alcoholic beverages with an alcohol volume below a certain percentage. The advertiser should highlight the highest alcohol by volume (ABV) on their landing page.


Note: If your campaign targets countries that are not listed above, the ad will be disapproved.

ALCOHOL INFORMATION

Information and branding ads include promotions which focus on alcoholic beverages or build awareness of alcoholic beverages. The alcoholic beverages being marketed howevershould not be offered for online sale. 

The following countries allow brand or information advertising for alcoholic beverages:

 


The following countries allow brand or information advertising for alcoholic beverages with an alcohol volume below a certain percentage. The advertiser should highlight the highest alcohol by volume (ABV) on their landing page. 

 


 

 

Note: Information or brand advertising for alcoholic beverages is not permitted to run in countries not included in the list above. Your ad will be disapproved if your campaign targets countries that are not listed above. 

IRRESPONSIBLE  ALCOHOL  ADVERTISING

Any ads which contain the content listed below will be disapproved by Google. Google considers the following content to be irresponsible in alcohol related advertising. 
  1. Targeting persons below the legal drinking age in any country where you want your ads to serve. 
  2. Insinuating that consuming alcohol can improve sexual, social, professional, intellectual, or athletic standing. 
  3. Insinuating that consuming alcohol can provide health or healing benefits. E.g., (non-exhaustive): “A glass of wine a day keeps the doctor away” 
  4. Presenting excessive drinking favourably or featuring binge or competitive drinking. 
  5. Displaying 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. 
 
Note: Violating this policy will not lead to instant account suspension without prior warning. Warnings are issued at least 7 days, prior to the account being suspended. 

EFFECT OF THE POLICY

If the ads meet the requirements stated above and get reviewed, below are details as to how the ads can run: 
 
Country:
See the requirements above to learn where certain kinds of alcohol ads can and cannot run. 
  1. If your ad campaign targets only countries where Google does not allow these ads, your ad will be labeled "Disapproved" and will not run. 
  2. If your ad campaign targets allowed and disallowed countries, your ad will be labeled "Eligible (limited)" and will not run in the disallowed countries (but can run in the allowed countries) 
Ad Platform:
  1. 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). 
  2. AdMob 
  3. Google Ad Manager 
 
Ad Format:
 Acceptable ad formats can vary depending on factors such as the platform being used, the status of the 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: 
  1. Gmail ads 
  2. Reservation display ads 
  3. Consumer ratings annotations 

TOBACCO:

The following is not allowed:
  1. Ads for tobacco or any products containing tobacco. E.g., (non-exhaustive): Cigarettes, cigars, snus, chewing tobacco, rolling tobacco, pipe tobacco 
  1. Ads for products that form a component part of a tobacco product, as well as product and services that directly facilitate or promote tobacco consumption. E.g., (non-exhaustive): Rolling papers, pipes, tobacco filters, hookah lounges, cigar bars 
  2. Ads for products designed to simulate tobacco smoking e.g. (non-exhaustive): herbal cigarettes, electronic cigarettes, e-cigarettes.
Note: Google Adwords, Google Shopping, Bing Ads, Bing Shopping, and even Yahoo do not allow Ads promoting tobaccos or marijuana products. 


 



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