Google Is Rolling Out a Major Change to Alcohol Advertising on YouTube

A sign is displayed on a Google building at their campus in Mountain View, Calif., Sept. 24, 2019. (AP Photo/Jeff Chiu, File)

Google is loosening its restrictions on personalized alcohol advertising, allowing marketers to use personalized ads for alcoholic beverages, alcohol-related products and alcohol alternatives on YouTube starting Oct. 30.

According to Meininger’s International. The policy change will apply where personalized alcohol advertising is permitted under local law and regulations. Google announced the update Sept. 3, saying it reflects customer interest in emerging categories as well as improved controls and data protections.

The change represents a shift from Google’s previous policy, under which alcohol was included among sensitive interest categories with restrictions on personalized advertising. Google’s current personalized advertising guidance still lists alcohol among categories subject to targeting restrictions.

Under the updated policy, advertisers will be able to personalize alcohol-related ads across YouTube inventory. That includes ads for alcoholic beverages, alcohol-related products and alcohol-alternative beverages. Google said it will provide information about additional advertising surfaces as they become available.

The policy does not remove Google’s broader restrictions on alcohol advertising. Ads must continue to comply with Google’s alcohol advertising rules and applicable local laws.

Google will also continue to prohibit personalized targeting based on health information related to alcohol. Age restrictions remain in place, and personalized ads cannot be targeted to minors.

Users will retain controls through Google’s My Ad Center, where they can adjust their advertising preferences and choose topics or brands for which they want to see fewer ads.

On Sept. 30, the company is also scheduled to implement revised alcohol advertising policies intended to create a more unified global framework, including changes to country-specific requirements and advertiser responsibilities.

Personalized alcohol advertising will not initially be available under the new YouTube policy in Egypt, India, Indonesia or Poland.

Google’s existing alcohol advertising rules allow certain brand and informational alcohol advertising in approved locations, provided the ads comply with restrictions including age requirements and local regulations. The company also prohibits ads that encourage excessive or dangerous alcohol consumption or target people below the legal drinking age.

For alcohol marketers, the change opens up a more targeted way to reach YouTube audiences beginning in late October, while keeping Google’s existing restrictions around age, health information and local alcohol advertising laws in place.