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# Google Updates Alcohol Advertising Policy; New Rules Effective Sept. 30
- URL: https://bevnews.net/google-updates-alcohol-advertising-policy-new-rules-effective-sept-30/
- Published: 2026-09-01T03:03:12.000Z
- Updated: 2026-09-01T03:03:12.000Z
- Author: Joel Whitaker

Google said it will replace its current advertising policy with a new policy that revises the irresponsible alcohol advertising policy. 

Under the revised policy, advertising must not promote the excessive use of alcohol or imply that alcohol is necessary for a successful or healthy lifestyle. Specifically: 

> Ads must not mislead consumers about the nature and strength of the drink or unduly emphasize high alcohol strength.  
>  
> Ads may not suggest that alcohol can enhance physical, sporting, or mental ability.  
>  
> Ads may not suggest alcohol produces social or sexual success or acceptance.  
>  
> Ads cannot encourage excessive or irresponsible consumption.  
>  
> Ads cannot imply health benefits or therapeutic properties of alcohol.  
>  
> Ads must not portray or encourage drinking prior to or during activities requiring sobriety or a high degree of skill or precision, such as operating machinery, driving, or playing sports.  
>  
> Ads may not present alcohol as a means of removing social or sexual inhibitions.

- Ads must not target or be designed to appeal primarily to those under the legal purchase age for alcohol in the country they target.
  - This includes avoiding themes, icons, music, games, or characters that are particularly appealing to minors.
- Minors and pregnant people shall never be shown consuming an alcoholic beverage.

Advertisers targeting regions that "exclusively permit 0% alcohol advertising must now apply for certification," as all previous permissions will be revoked on Sept. 30, when the new policies take effect.