Alcohol policy rewritten as a unified global framework effective September 30, 2026

Google will replace country-by-country alcohol rules with a unified global framework that expands allowed locations and clarifies advertiser requirements. Advertisers targeting regions that permit only 0% ABV products must apply for certification or face suspension.

Follows the July 28, 2026 expansion of alcohol advertising to 28 additional countries and the July 8 help-article clarification. The unified framework revises country-specific guidelines and expands allowed locations; advertisers targeting regions that permit only 0% ABV products must apply for certification before September 30, 2026 to avoid suspension.