Google has shifted its Adwords advertising policy to benefit advertisers of hard alcohol, the Vertical Leap blog reported Dec. 8.
Last changed in 2008, Google’s policy on sponsored search results now allows advertisers of hard alcohol to “promote websites that sell hard alcohol online, direct users to retailers where their products are sold, or feature sales promotion,” according to a Google spokesman.
The company first allowed beer, wine, and champagne via Adwords two years ago.
After a few months, it began to allow the makers of spirits and liqueurs to promote sites about their brands or products. However, they were not allowed to advertise the sale of alcohol.
Google’s new rules require hard-alcohol brands to avoid marketing to minors, and their landing pages must verify the age of online viewers and include responsible drinking statements.
Among other restrictions, the companies’ ads cannot make drinking seem socially helpful or positive, and they cannot use endorsements by celebrities or athletes popular with youth, or cartoon characters.