Google Updates Alcohol Advertising Policy; New Rules Effective Sept. 30

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.