Google Revamps Alcohol Advertising Policy Ahead of September 30 Update

Google has announced that it will update its alcohol advertising policy on September 30, 2026. The revised policy aims to provide clearer guidelines for advertisers and expand allowed advertising locations.

The current policy divides rules between 'Alcohol sales' and 'Alcohol information,' but the new policy lists specific allowances, including ads for alcohol mixers, accessories, and equipment. For example, home brewing kits and distillation equipment are now explicitly permitted as long as they target audiences above the legal purchase age.

The new policy also addresses cannabis-infused and CBD beverages, stating that ads for drinks containing THC or other regulated substances fall under the stricter 'Dangerous products or services' policy. Additionally, it emphasizes that pregnant people and minors should not be shown consuming alcoholic beverages in advertisements.