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Tuesday, December 9, 2008

Google Now Allows Certain Hard Alcohol Ads

A Smirnoff ad from a 1968 magazine (via Adaholic).

Google in their AdWords blog announces that they’re now starting to accept advertisements for hard alcohol in the US:

This fall, we changed our policy around beer, for the first time allowing advertisements of its sale in the U.S. via AdWords. And starting today, in response to advertiser feedback we’ve received over the years, we’ll permit the advertisement of hard alcohol and liqueurs that target the U.S.

To comply with the updated hard alcohol and liqueurs policy, advertisers must promote the information about hard alcohol and liqueurs that their websites contain, such as recipes and brand messages. Ads that directly promote the sale of hard alcohol and liqueurs are still not permissible through our program. In contrast, advertisements for beer may directly promote its sale.

(The bit about “in response to advertiser feedback” is interesting. Duh... an advertiser wants to advertise their product?)

Google lists the following example of an ad allowed under their policy: “you might market to individuals searching for helpful and relevant alcohol-related information by promoting holiday cocktail ideas or the caloric content of popular spiked beverages.” Google’s AdWords alcohol policies state:

Ads are not permitted to directly promote the sale of hard alcohol and liqueur. This means that the sale of hard alcohol and liqueur cannot be promoted in ads or be the purpose of your site (occupying a significant portion of your site). However, ads for hard alcohol and liqueur with the sole purpose of branding may target the U.S. (...)

[P]lease ensure that your ad complies with our suggested alcohol advertising principles, which state that alcohol ads should:

• Always be directed to an adult audience, and never targeted to those under the age of majority in the country where the ad is shown.
• Not be placed or run in venues where more than 50% of the audience is below the age of majority (higher percentages apply in certain countries).
• Only show models and actors who are, and appear to be, over 25 years old.
• Not contain any curative or therapeutic claims except as permitted by law.
• Not contain claims or representations that individuals can attain social, professional, educational, romantic, sexual, or athletic success as a result of alcohol consumption.
• Only promote responsible drinking, and not promote excessive drinking or the intoxicating effects of alcohol consumption.

Earlier this year, Google started allowing gambling ads in the UK.

[Via Search Engine Land.]


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