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In this Help Centre, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure that you're using the article for the Merchant Center version that applies to you. 

Alcoholic drinks

A custom icon for Merchant Center Classic and Merchant Center Next.

This policy applies to free listings. Learn more about Shopping ads policies.

Our policy

Google restricts the listing of alcoholic drinks and those that resemble alcoholic drinks.

When listing alcoholic drinks, you may not do any of the following:

  • Violate applicable laws and industry standards for any location that you target
  • Show listings for alcohol to customers below the legal drinking age
  • Imply that drinking alcohol can improve social, sexual, professional, intellectual or athletic standing
  • Imply that drinking alcohol provides health or therapeutic benefits
  • Portray excessive drinking in a positive light or feature binge or competition drinking
  • Show alcohol being consumed in conjunction with the operation of a vehicle of any kind, the operation of machinery or the performance of any task requiring alertness or dexterity

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.

Country-specific requirements

In addition to the requirements above, there may be further restrictions based on your target country. See the additional country-specific requirements that you must meet below.

Countries Requirements

Argentina

Australia

Austria

Belgium

Brazil

Cambodia

Canada

Chile

Colombia

Costa Rica

Czechia

Denmark

France

Germany

Ghana

Greece

Hong Kong

Hungary

Ireland

Israel

Italy

Japan

Kenya

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

Allowed with limitations
In these countries, Google allows the listing of alcohol (including hard alcohol, liquor, beer, wine, champagne and cider) as long as the requirements outlined above are met.

Algeria

Angola

Bahrain

Bangladesh

Belarus

Cameroon

Cote d'Ivoire

Dominican Republic

Ecuador

Egypt

El Salvador

Ethiopia

Finland

Georgia

Guatemala

India

Indonesia

Jordan

Kazakhstan

Kuwait

Lebanon

Madagascar

Malaysia

Mauritius

Morocco

Mozambique

Myanmar (Burma)

Nepal

Nicaragua

Norway

Oman

Pakistan

Paraguay

Poland

Russia

Saudi Arabia

South Korea

Sri Lanka

Taiwan

Tanzania

Thailand

Tunisia

Turkey

United Arab Emirates

Uzbekistan

Venezuela

Vietnam

Zambia

Zimbabwe

Not allowed Not allowed
In these countries, Google doesn't allow the listing of any alcoholic beverages, including hard alcohol, liquor, beer, wine, champagne or cider.

What you can do

Here's what you can do if your product is disapproved or if your Merchant Center account is impacted:

Product disapproval

Products that don't comply with our policies may be disapproved. When a product is disapproved, it won't be eligible to serve. 

  1. Read our policies to learn what we don't allow.
  2. Update your website. If your ad or listing leads to content that violates a policy, update your website to meet the requirements and be in compliance with our policies.
  3. Remove the violating products from your product data. You'll receive an email with details about the violation. 
    • If you have products in your product data that violate the policy (or policies), you'll need to remove the offers from your feed.
  4. Update your product data in Merchant Center. If you created a schedule for automatic uploads, update your product data manually or wait for your product data to be updated automatically before requesting any reviews.
  5. Request a review of your products or appeal the decision taken on this issue.
    • If the violating products are removed, you won't need to request a review or take any additional action.
    • If you fix your product-level issues by editing your product data via your chosen upload method (such as a file) or directly in Merchant Center, your products will be re-reviewed.
    • For certain issues, you can disagree with the issue but you may need to complete additional steps such as providing an appeal reason and/or uploading required documentation.
    • If you use a third-party platform to list your products, you can refer to your third party if you want to request a review. You won't be able to do this in Merchant Center.
    • If a review or appeal is successful, the issue will disappear from Merchant Center.
Account disapproval

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.

  1. Read our policies to learn what we don't allow.
  2. Update your website. If your ad or listing leads to content that violates a policy, update your website to meet the requirements and be in compliance with our policies.
  3. Remove any violating products from your product data. You'll receive an email with details about the violation. If you have products in your product data that violate the policy (or policies) you'll need to remove the offers from your feed.
  4. Update your data in Merchant Center.
    • Review your account and submit any missing information or complete any unfinished steps.
    • If you created a schedule for automatic uploads, update your product data manually or wait for your product data to be updated automatically before requesting any reviews.
  5. Request a review of your account or appeal the decision taken on this issue.
    • If your account is still within the warning period, it will automatically be reviewed again at the end of the warning period. If the violating products are removed, you won't need to request an account review or take any additional action.
    • If your account is suspended and you've taken actions to resolve the issue, request an account review.
    • For certain issues, you can disagree with the issue but you may need to complete additional steps such as providing an appeal reason and/or uploading required documentation.
    • If you use a third-party platform to list your products, you can refer to your third party if you want to request a review. You won't be able to do this in Merchant Center.

Note: Account reviews typically take seven 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.

Account issue that limits product visibility

Your account has an issue and is operating with reserved functionality, therefore your products have limited visibility. An email was sent with a notice about what to do and the steps needed to resolve your account issue.

  1. Read our policies to learn more about our requirements.
  2. Update your website. If your ad or listing leads to content that violates a policy, update your website to meet the requirements and be in compliance with our policies.
  3. Fix any other open policy violation in your account. Review your products and your account details.
    • If products aren't supported, remove them from your feed.
    • If account details are missing, complete them in Merchant Center.
  4. Request a review of your account or appeal the decision taken on this issue.
    • If your Merchant Center account is still within the warning period for certain policies, it will automatically be reviewed again at the end of the warning period.
    • If your account is affected and you've resolved the issue, request a Merchant Center account review.
    • For certain issues, you can disagree with the issue but you may need to complete additional steps such as providing an appeal reason and/or uploading required documentation.
    • If you use a third-party platform to list your products, you can refer to your third party if you want to request a review. You won't be able to do this in Merchant Center.

Note: Account reviews typically take seven 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.

To ensure a safe and positive experience for customers, Google requires that retailers and market participants comply with all applicable laws and regulations in addition to our policies. It's important that you familiarise yourself with and keep up to date with these requirements for the place where your business operates, as well as for any other places in which your listings are shown. When we find content that violates these requirements, we may block it from appearing. In cases of repeated or egregious violations, we may ban you from listing content with us.

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