Dec 10, 2008 113 reads by Navneet Kaushal

It was in the month of October when Google AdWords opened up bidding on “beer and champagne.” According to a lot of speculations, it was believed that it was a direct result of the economic crisis that even Google is facing.

Now recently a news came in the form an update to the AdWords alcohol policy. It seems that Google has revised this policy and one very important disclaimer has been witnessed in this update: ads cannot be used for direct sales, they must only be used for branding purposes!

“This fall, we changed our policy around beer, for the first time allowing advertisements of its sale in the U.S. via AdWords. And starting today, in response to advertiser feedback we've received over the years, we'll permit the advertisement of hard alcohol and liqueurs that target the U.S.

To comply with the updated hard alcohol and liqueurs policy, advertisers must promote the information about hard alcohol and liqueurs that their websites contain, such as recipes and brand messages. Ads that directly promote the sale of hard alcohol and liqueurs are still not permissible through our program. In contrast, advertisements for beer may directly promote its sale.” -Google

But a lot of people must be wondering as to why Google has made a revision in this update? May be they are trying to boost their revenue keeping in mind the kind of economic crisis that is going on in the market right now!

When Barry Schwartz asked Google about it, Google responded:

The AdWords program policies are developed based on a combination of factors – and in this case, those included user experience, legal requirements and the fact that many hard alcohol manufacturers have been asking for the ability to promote the alcohol-related information on their sites and reach people who seek that information online.

For more information about the alcohol policy and other AdWords content policies, you can visit the Advertising Policies page.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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