After Google said yes for Gambling Poker and casinos in UK, it turns now to Alcohol:
Google needs more money? Accept Alcohol Gambling Ads
An update to the AdWords alcohol policy
As many of you know, we’re constantly evaluating our AdWords program policies to keep them current and effective. This means making changes from time to time by either adding new policies, such as the endangered species policy, or updating existing policies, such as the Display URL policy.
This fall, we changed our policy around beer, for the first time allowing advertisements of its sale in the U.S. via AdWords. And starting today, in response to advertiser feedback we’ve received over the years, we’ll permit the advertisement of hard alcohol and liqueurs that target the U.S.
To comply with the updated hard alcohol and liqueurs policy, advertisers must promote the information about hard alcohol and liqueurs that their websites contain, such as recipes and brand messages. Ads that directly promote the sale of hard alcohol and liqueurs are still not permissible through our program. In contrast, advertisements for beer may directly promote its sale.
For example, under the hard alcohol and liqueurs policy, you might market to individuals searching for helpful and relevant alcohol-related information by promoting holiday cocktail ideas or the caloric content of popular spiked beverages. Under the beer policy, you might state a specific sales promotion for a great winter ale.
Hard alcohol and beer manufacturers can now take advantage of online holiday traffic and initiate campaigns that appeal to their target audiences.
Plans to expand this updated alcohol policy to other countries in accordance with local regulations are expected in the coming weeks. For more information about the alcohol policy and other AdWords content policies, please visit our Advertising Policies page.
Alcohol
Don’t promote unacceptable alcohol products or promote alcohol where restricted.
Hard alcohol and liqueur:
Ads are not permitted to directly promote the sale of hard alcohol and liqueur. This means that the sale of hard alcohol and liqueur cannot be promoted in ads or be the purpose of your site (occupying a significant portion of your site). However, ads for hard alcohol and liqueur with the sole purpose of branding may target the U.S.
Beer:
Advertisements for beer may target countries where such ads comply with local regulations. However, beer ads may not target India, Pakistan, Sri Lanka, Thailand, or Malaysia.
Wine and champagne:
Advertisements for champagne and wine are allowed everywhere that such advertisements comply with local regulations.
All alcohol products:
Since we consider beer, wine, champagne, hard alcohol, and liqueur to be products intended for sale to, and consumption by, adults, ads promoting these products will be given a Non-Family Safe status.
Some jurisdictions might enforce any of the following additional regulations. They might:
Require government permits for the advertisement of alcoholic beverages,
Prohibit advertisements for beverages with a certain level of alcohol content,
And/or require certain disclaimers in advertisements for alcohol beverages.
It is the advertiser’s responsibility to ensure that any ads related to alcohol (including beer, wine, champagne, hard alcohol, and liqueur) are in full compliance with all national, state, and local laws, as well as any industry or self-regulatory guidelines relating to the placement, content, or nature of these ads. By placing such ads with or through Google, you are representing that your ad complies will all applicable regulations in the countries your ad targets.
In addition, please ensure that your ad complies with our suggested alcohol advertising principles, which state that alcohol ads should:
Always be directed to an adult audience, and never targeted to those under the age of majority in the country where the ad is shown.
Not be placed or run in venues where more than 50% of the audience is below the age of majority (higher percentages apply in certain countries).
Only show models and actors who are, and appear to be, over 25 years old.
Not contain any curative or therapeutic claims except as permitted by law.
Not contain claims or representations that individuals can attain social, professional, educational, romantic, sexual, or athletic success as a result of alcohol consumption.
Only promote responsible drinking, and not promote excessive drinking or the intoxicating effects of alcohol consumption.
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