Google follows local alcohol laws and industry standards, so certain kinds of alcohol-related listings, both for alcohol and drinks that resemble alcohol, are not allowed. Some types of alcohol-related listings are allowed if they adhere to the policies outlined below, don’t target minors, and only target locations that are allowed to show listings for alcohol. Minors are defined as anyone under the age of 18, or the local legal drinking age if it is higher.
Refer to the Google product category [google_product_category] attribute in the feed specification for requirements on how to submit these products to an appropriate audience.
On this page
Alcohol sale
Listings that feature one or more alcoholic beverages or beverages that resemble alcohol in the listing and lead to a destination or app where alcohol can be purchased are considered to be promoting the sale of alcoholic beverages.
Ads or listings promoting the sale of alcoholic beverages or home kits for making alcohol are allowed as long as they don’t target minors and only target approved locations are allowed
Ads or listings for the online sale of alcoholic beverages or home kits for making alcohol are not allowed to run outside of the list of approved locations are not allowed
Country-specific requirements
In addition to the requirements above, there may be further restrictions based on your target country. See additional country-specific requirements you must meet below.
| Countries | Allowed? |
| Argentina Australia Austria Belgium Brazil Bulgaria Cambodia Canada Chile Colombia Costa Rica Cyprus Czechia Denmark France Germany Ghana Greece Hong Kong Hungary Ireland Israel Italy Japan Kenya Luxembourg Malta Montenegro Netherlands New Zealand Nigeria Panama Peru Mexico Philippines Portugal Puerto Rico Romania Senegal Singapore Slovakia South Africa Spain Sweden Switzerland Uganda Ukraine United Kingdom United States Uruguay |
In these countries, Google allows the promotion of alcohol (including hard alcohol, liquor, beer, wine, champagne, and cider) as long as the requirements outlined above are met. |
Options to fix
Here's what you can do if your product is disapproved or if your Merchant Center account is impacted:
Product disapproval
- Read our Shopping ads and listings policies to learn what we don't allow.
- Update your website. If your ad or listing directs to violating content, update your website to meet all policy requirements.
- Remove the violating products. You must remove non-compliant offers from your product data source. You’ll receive an email with details about the violations.
- Update your product data in Merchant Center. Manually update your product data or wait for your automated upload schedule to run before requesting any reviews.
- Request a review or appeal. After fixing the issue or if you believe the disapproval is incorrect, you can request a review or appeal the decision.
- Individual product review (if you fixed the issue)
- If you edit your product data via your chosen upload method (such as a file) or directly in Merchant Center, the affected products will be automatically re-reviewed.
- If you remove the violating products from your data source, no further action or review request is necessary.
- Standard appeal (if you disagree with the issue)
- For certain issues, you can dispute the violation. You may need to complete additional steps, such as providing an appeal reason and/or uploading required documentation.
- If a review or appeal is successful, the issue will be removed from Merchant Center.
- Bulk appeal (available in certain cases)
- For specific policy issues where you believe a large number of offers require review, you may be able to submit a single bulk appeal.
- ⚠️ Warning: Before submitting a bulk appeal, you must review your offers and remove any policy-violating items from your data source. Submitting a bulk appeal for a large set of offers risks immediate failure if violations are found. This may limit your ability to submit subsequent appeals for those products.
- You must remove any offers that are violating our policies from your data source before attempting to appeal in bulk.
- How to appeal in bulk: The bulk appeal option may not be available in all instances or when using third-party platforms.
- Option 1 - Under all products
- Go to Merchant Center > Products > Needs attention.
- Navigate to the specific issue.
- Select “View fix”
- Select the option to disagree with the issue for all products.
- Review any informational prompts that appear.
- Select “Request review” to submit the appeal.
- Option 2 - Product details page
- From the product details page, selecting “Review and fix” will display the appeal options: “I disagree with the issue” and/or “I disagree with the issue for all products”.
- Third-party platforms
- If you use a third-party platform to list your products, consult that platform for available review options.
- If a review or appeal is successful, the issue will disappear from Merchant Center.
- Go to Merchant Center > Products > Needs attention.
- Option 1 - Under all products
- Individual product review (if you fixed the issue)
For most violations, we'll send you a warning email detailing the policy violation and give you 7 or 28 calendar days to fix your issue. However, we may not issue a warning for egregious policy violations.
- Read our Shopping ads and listings policies to learn what we don't allow.
- Update your website. If your ad or listing directs to violating content, update your website to meet all policy requirements.
- Remove the violating products. You must remove non-compliant offers from your product data source. You’ll receive an email with details about the violations.
- Update your product data in Merchant Center. Manually update your product data or wait for your automated upload schedule to run before requesting any reviews.
- Request a review or appeal. After fixing the issue or if you believe the disapproval is incorrect, you can request a review or appeal the decision.
- Individual product review (if you fixed the issue)
- If you edit your product data via your chosen upload method (such as a file) or directly in Merchant Center, the affected products will be automatically re-reviewed.
- If you remove the violating products from your data source, no further action or review request is necessary.
- Standard appeal (if you disagree with the issue)
- For certain issues, you can dispute the violation. You may need to complete additional steps, such as providing an appeal reason and/or uploading required documentation.
- If a review or appeal is successful, the issue will be removed from Merchant Center.
- Bulk appeal (available in certain cases)
- For specific policy issues where you believe a large number of offers require review, you may be able to submit a single bulk appeal.
- ⚠️ Warning: Before submitting a bulk appeal, you must review your offers and remove any policy-violating items from your data source. Submitting a bulk appeal for a large set of offers risks immediate failure if violations are found. This may limit your ability to submit subsequent appeals for those products.
- You must remove any offers that are violating our policies from your data source before attempting to appeal in bulk.
- How to appeal in bulk: The bulk appeal option may not be available in all instances or when using third-party platforms.
- Option 1 - Under all products
- Go to Merchant Center > Products > Needs attention.
- Navigate to the specific issue.
- Select “View fix”
- Select the option to disagree with the issue for all products.
- Review any informational prompts that appear.
- Select “Request review” to submit the appeal.
- Go to Merchant Center > Products > Needs attention.
- Option 2 - Product details page
- From the product details page, selecting “Review and fix” will display the appeal options: “I disagree with the issue” and/or “I disagree with the issue for all products”.
- Option 1 - Under all products
- Third-party platforms
- If you use a third-party platform to list your products, consult that platform for available review options.
- If a review or appeal is successful, the issue will disappear from Merchant Center.
- Individual product review (if you fixed the issue)
Note: Account reviews typically take 7 business days, but may take longer for complex reviews. If you remove violating products, the warning will be removed. If a review or appeal is successful, the issue will disappear from Merchant Center. In the case of account suspension, we will approve the account and allow products to be displayed again.
Your account has an issue and is operating with reserved functionality, therefore your products have limited visibility. Check your email for a notice with details about the issue and steps to resolve it. Common issues include policy violations or missing account information.
- Read our Shopping ads and listings policies to learn what we don't allow.
- Update your website. If your ad or listing directs to violating content, update your website to meet all policy requirements.
- Remove the violating products. You must remove non-compliant offers from your product data source. You’ll receive an email with details about the violations.
- Update your product data in Merchant Center. Manually update your product data or wait for your automated upload schedule to run before requesting any reviews.
- Request a review or appeal. After fixing the issue or if you believe the disapproval is incorrect, you can request a review or appeal the decision.
- Individual product review (if you fixed the issue)
- If you edit your product data via your chosen upload method (such as a file) or directly in Merchant Center, the affected products will be automatically re-reviewed.
- If you remove the violating products from your data source, no further action or review request is necessary.
- Standard appeal (if you disagree with the issue)
- For certain issues, you can dispute the violation. You may need to complete additional steps, such as providing an appeal reason and/or uploading required documentation.
- If a review or appeal is successful, the issue will be removed from Merchant Center.
- Bulk appeal (available in certain cases)
- For specific policy issues where you believe a large number of offers require review, you may be able to submit a single bulk appeal.
- ⚠️ Warning: Before submitting a bulk appeal, you must review your offers and remove any policy-violating items from your data source. Submitting a bulk appeal for a large set of offers risks immediate failure if violations are found. This may limit your ability to submit subsequent appeals for those products.
- You must remove any offers that are violating our policies from your data source before attempting to appeal in bulk.
- How to appeal in bulk: The bulk appeal option may not be available in all instances or when using third-party platforms.
- Option 1 - Under all products
- Go to Merchant Center > Products > Needs attention.
- Navigate to the specific issue.
- Select “View fix”
- Select the option to disagree with the issue for all products.
- Review any informational prompts that appear.
- Select “Request review” to submit the appeal.
- Go to Merchant Center > Products > Needs attention.
- Option 2 - Product details page
- From the product details page, selecting “Review and fix” will display the appeal options: “I disagree with the issue” and/or “I disagree with the issue for all products”.
- Option 1 - Under all products
- Third-party platforms
- If you use a third-party platform to list your products, consult that platform for available review options.
- If a review or appeal is successful, the issue will disappear from Merchant Center.
- Individual product review (if you fixed the issue)
Note: Account reviews typically take 7 business days, but may take longer for complex reviews. If you remove violating products, the warning will be removed. If a review or appeal is successful, the issue will disappear from Merchant Center. In the case of account suspension, we will approve the account and allow products to be displayed again.