Google will implement an updated Alcohol policy on September 30, 2026, introducing a more unified global advertising framework. This update revises country-specific guidelines, expands allowed advertising locations, and clarifies specific advertiser requirements.
The revised policy language is now available for review, and advertisers are encouraged to examine standards relevant to their products and target regions before the transition. The update affects the Irresponsible alcohol advertising policy, with violations potentially leading to account suspension.
Advertisers targeting regions that only permit 0% alcohol advertising will now be required to apply for certification, as all previous permissions will be revoked on the implementation date.
During the transition period, advertisers may notice multiple labels on ads. This is a known technical occurrence and will normalize automatically in subsequent weeks. Advertisers can view the policy preview linked in the help center to ensure compliance and uninterrupted ad delivery.
You can read the official announcement here: Update to the Alcohol Advertising Policy.