We are all increasingly aware of what can and should be visible online, in particular when it comes to younger or vulnerable viewers. Google Ads has long retained a strong vigilance in Ads compliance.

This is especially true of alcohol, which incurs a sizable and complex litany of policies and regulations to navigate. These policies are rightfully in place to ensure the highest standards of advertising are adhered to on Google. Despite the vast benefits of a strict policy on alcohol sales, it can be a confusing journey to comply with regulations and to adapt into your marketing strategy.

Can I Advertise Alcohol on Google Ads?

Despite this complexity, rest assured that yes you can advertise alcohol on Google Ads; so long as you do so in a safe and responsible manner. 

Although advertising alcohol on Google Ads can be troublesome to navigate, we have some tips and guidance below to help you achieve visibility. Our expert digital marketing team have many years of experience in advertising successfully across a range of digital platforms, working in tandem with regulatory policies to achieve positive results on a number of global brands. Contact us if you want to discuss how we can help you - or feel free to read through our guide for any tips.

Understanding Google’s Alcohol Advertising Policies

As you may have learned from the blog intro, or the warning messages on Google Ads when you try for the first time, Google Ads have strict guidelines about advertising alcohol. These policies are in place to ensure that any advert promoting alcohol is legally compliant in the country of target, and that they maintain a strong standard of responsibility.

Some of the broader policy messages to be aware of;

Geographical Impact

Google will allow alcohol advertising in many countries such as the UK, much of Europe, USA, Canada, Australia and more. There are however countries where Ads are strictly prohibited on alcohol such as Pakistan or Saudi Arabia. You won’t be able to run an Ad targeting such countries. 

UK Compliance

Licensing acts within the UK across Scotland and England & Wales ensure Ads are not misleading and importantly do not encourage overconsumption

Targeting & Placements

It should go without saying that as an age restricted product anywhere in the UK, that Ads must target users who are 18+ (or the relevant legal drinking age in the country they are serving in). Content placements should be very specific to avoid content which may be viewed by or that targets underage users. 

Content & Messaging

It’s important to remember that like with any product that can impact health, the messaging is clear and accurate. I might finish work and have a beer to “unwind” but I can’t advertise that beer and say “drink this beer to help you unwind” - that would be a misleading claim. This is also true should I say I was having a couple of beers to “be more confident and outgoing” - the suggestion that alcohol may have performance benefits is also a falsehood. Finally, messaging around excessive drinking is a no go - even if culturally that might be acceptable when with friends, you can’t encourage it in a professional capacity. 

Setting Up Alcohol Ads on Google

When creating Ad copy that is both engaging and compliant with Google’s policies, it is important to remember these key concerns when planning your campaigns and through optimisations to conclusion. Google is very protective of their policies, and your account can be impacted if you routinely, or substantially break any.

Targeting Best Practices

Take care when implementing any location targeting. It can be easy to include or exclude an area by accident, and this could be a country where advertising alcohol is not permitted. Needless to say again, but targeting children either via direct targeting or in secondary messaging will not go down well with Google. Be responsible in choosing audience signals - targeting addiction clinic visitors with alcohol Ads will also rightfully raise red flags - apart from generally just being unethical!  

Crafting Compliant Ad Copy

Be clear in your messaging. Don’t promote over consumption or dangerous behaviour, and always use responsible imagery where applicable. Always bear in mind any religious or cultural sensitivities, particularly how alcohol might be consumed in different countries. 

Dealing With Disapprovals

As we said, Google’s application of their alcohol policy reviews is strict. Make sure every piece of Ad collateral is checked internally before publishing. You can request a manual review of any disapproved content however any outstanding disapprovals on your account, even on elements not in use (for example a sitelink or structured snippet) can have an overall negative impact on your account. 

Ongoing Compliance Monitoring

Keep up to date with any ongoing developments in governmental legislation and industry news. For example, Scottish minimum alcohol price rises could affect your Ads. Always ensure that Ad copy which is limited by Google’s policies are reviewed sensitively and carefully. Google itself can update their policies from time to time, so it’s important to always stay up to date with their guidelines. 

Top Tips for Avoiding Ad Compliance Nightmares Before Christmas

Seasonal periods are always a popular time for alcohol advertising across all media. The old Scottish Christmas “Famous Grouse” adverts are synonymous with the festive period, and Pimms and Wimbledon feel inseparable. When your brand or agency isn’t used to running Ads for your favourite tipples all year round, seasonal periods can be difficult in meeting compliance and serving on time. 

1. Be careful with religious messaging! It can be easy to lean on seasonal terms, even if that religious origin is less prominent these days, but if it is likely to cause offence it is always safest to err on the side of caution. In 2017, an online adult retailer Honey Birdette emailed their subscribers to promote products playing on Easter. Unfortunately messaging on “Sinful Sunday” and “Res-Erections” didn’t go down well with their Christian consumer base…
2. Don’t encourage irresponsible spending. This could be things like “Buy Now, Pay Later” (BNPL) schemes. These may not be commonly used for individual gifts or bottle sales, but looking at larger scale events, the idea of not worrying about money until after and spending more now would break compliance. 
3. Keep the booze Ads away from underagers! 
4. Avoid encouraging overconsumption, unhealthy behaviours or playing on emotional reliance on substances - for example “A bottle of Whisky to keep you company this Christmas” or “Feel great with our Christmas rum” are not suitable

Contact Your Mucky Puddle Digital Marketing Experts

At Mucky Puddle, we have many years of successful and fully compliant setup & management of Google Ads campaigns for several global alcohol brands. Our team has experience in campaign design and optimisation, working to leverage key messaging in a secure and regulatory-friendly manner for positive return on investment. 

Contact us today to discuss your Google Ads requirements, and how we can help you get noticed on Google this festive season and beyond.