TL;DR: Google strictly bans six types of alcohol-related claims—targeting minors, success/health claims, glamorizing binge or unsafe use, and depicting alcohol during risky tasks. I break down what to fix and a tactical checklist to keep your ads live.

Table of Contents

• Why this matters (quick hook)
• What the video covered — the six forbidden claim areas
• What went right (policy clarity and process)
• What went wrong (where campaigns usually fail)
• What I would do differently — tactical fixes and testing plan
• Tactical recommendations for your next campaign
• Strategic checklist — what I run through before launching an alcohol ad
• Why was my alcohol ad disapproved for “Irresponsible Alcohol Advertising”?
• Final takeaways

Why this matters (quick hook)

I watched the policy breakdown and, as a Hawaii marketing strategist running alcohol and beverage campaigns, I want to be blunt: these rules aren’t opinion—they’re gating. Google will flag and warn you, and after seven days of non-compliance that warning can escalate to account suspension. That seven-day window is your only breathing room.

What the video covered — the six forbidden claim areas

The policy flags specific creative and landing page elements that trigger an immediate disapproval under “Irresponsible Alcohol Advertising.” Here’s the short list I use when auditing creative:

• Targeting people below the legal drinking age in any targeted location.
• Implying alcohol improves social, sexual, intellectual, athletic, or professional standing.
• Claiming alcohol provides health or therapeutic benefits.
• Favourable depiction of excessive drinking, binge behavior, or drinking competitions.
• Showing alcohol use while operating machinery or vehicles.
• Depicting alcohol consumption while performing any task that requires alertness or dexterity.

What went right (policy clarity and process)

Google’s policy is granular and explicit. That clarity is good for marketers—no guessing games about whether “success” claims are OK. I appreciate that Google issues a warning with a seven-day remediation window. That gives a clear operational workflow: fix creative, update landing pages, and request a review.

What went wrong (where campaigns usually fail)

Here’s where the campaign lost momentum for me when I see disapprovals:

• Subtle implication—copy or imagery that hints at improved sex appeal or career success still gets flagged. Even aspirational lifestyle images paired with text like “celebrate your wins” can be problematic.
• Landing page mismatches—ads are cleaned up but landing pages still contain problem content (testimonials claiming therapeutic effects, or videos showing binge drinking). Google follows through to the landing page.
• Targeting slippage—geo or demographic targeting set too broad, inadvertently including regions with lower legal drinking ages or failing to restrict by age correctly.
• Creator or influencer content—UGC can sneak in problematic implications if creators portray alcohol as a success enhancer or do risky activities after drinking.

What I would do differently — tactical fixes and testing plan

If I were running this, I’d approach remediation and testing in three phases: immediate fix, creative rewrite, and compliance-first growth.

• Immediate fix (within 24 hours): Remove or pause flagged ads. Check and update landing pages. Limit location targeting to approved areas only. Request an immediate policy review once changes are made.
• Creative rewrite: Replace any language that implies causation (e.g., “drink X and succeed”) with neutral product descriptions and experience-based storytelling. Avoid aspirational claims and show responsible consumption. Use product lifestyle shots that don’t suggest improved status.
• Compliance-first growth: Build a creative bank of pre-approved assets—age-gated, location-filtered, and free of success/health claims. Layer in creator partnerships only after pre-approving scripts and visuals.

“If I were running this, I would’ve layered in creator partnerships upfront.”

Creator marketing is powerful but risky here—brief creators and review every asset before it goes live. Use short-form test videos that emphasize craft, flavor, and origin rather than lifestyle elevation.

Tactical recommendations for your next campaign

1. Audit all assets: Ads, landing pages, and any linked videos. Treat the landing page as part of the ad—Google does.
2. Age-verify and geo-lock: Use strict age targeting and remove any audience segments that might include underage users in targeted regions.
3. Rewrite claims: Replace all “improves social/professional/sexual” implications with factual product descriptions. No health claims whatsoever.
4. Show responsible use: If you depict consumption, ensure the setting is safe and non-competitive; avoid binge scenarios or games involving drinking.
5. Pre-approve creators: Provide scripts, storyboards, and a compliance checklist for every creator partner.
6. Document your changes: Keep screenshots and change logs when you request appeals—this speeds up reviews.

Strategic checklist — what I run through before launching an alcohol ad

• All ad copy: no success, health, sexual, intellectual, or athletic claims.
• Imagery: no glamorized binge scenes, no drinking while operating vehicles or machinery, no risky-task consumption.
• Landing pages: content mirrors ad compliance; remove testimonials that claim therapeutic effects.
• Targeting: age limits set to legal drinking age for every targeted geography; exclude locations where policy is stricter.
• Creators: sign-off on scripts and final cut before going live.
• Appeal-ready: archive the pre-change and post-change assets and notes for the Google policy review.

Final takeaways

Google’s alcohol policy is explicit and enforceable. Respect the six forbidden areas, audit landing pages, and treat creator content as a risk vector. Remember: attention doesn’t always mean action—and non-compliant attention can cost you an account. Use the checklist above, pre-approve assets, and always keep documentation when you file an appeal.

Ready to get your campaigns back on track?

If you want, I can review one ad and the linked landing page and return a compliance-first rewrite and a short appeal brief you can submit to Google. That’s the fastest path from disapproval to live.