Alcohol ads are allowed with rules on Meta and restricted on Google. Must follow local laws and "required or established industry codes". Age and country targeting required. The phrases most likely to cause trouble include "liquid courage", "life of the party", "get lucky".
Allowed with rules
Sources: transparency.meta.com
Allowed with rules (country allowlist about 70, certification for Poland and for 0% drinks in India, Indonesia, Egypt)
Sources: support.google.com
15 phrases that often lead to rejection, limited delivery or regulator action. High means the phrase or claim is named in a policy or ruling. Medium means it's our reading of a rule.
| Phrase | Why it's risky | Rule or source | Risk |
|---|---|---|---|
| liquid courage / confidence in a can | Implies alcohol boosts confidence or popularity | CAP 18.2 · Google asa.org.uk | High |
| life of the party / no party without [brand] | Alcohol presented as key to social success | CAP 18.3 · Google asa.org.uk | High |
| get lucky / pull / seduction / sexy after a few | Sexual success or attractiveness | CAP 18.5 · Google support.google.com | High |
| lose your inhibitions / let loose | Alcohol as a way to remove inhibitions | Google support.google.com | High |
| chug / down it / shots challenge / bottomless / drink all you can | Excessive consumption or drinking as a challenge | CAP 18.1 · 18.4 · 18.10 · Google asa.org.uk | High |
| unwind / de-stress / cure for Monday / beat loneliness | Mood-changing or therapeutic claims, or alcohol overcoming problems | CAP 18.6 · 18.7 asa.org.uk | High |
| healthy / guilt-free / good for your heart / antioxidant | Health claims. TTB regulates 'health-related statements' | CAP 18.17 · 27 CFR 5.235 · Google ecfr.gov | High |
| strongest / extra strong / gets you drunk faster | Preferring a drink for its strength or intoxicating effect | CAP 18.9 · Google (undue emphasis on strength) asa.org.uk | High |
| game fuel / pre-workout / performance | Implies better physical or sporting ability | CAP 18.7 · Google support.google.com | High |
| one for the road / drive | Links alcohol with driving or unsafe activities | CAP 18.12 · Google asa.org.uk | High |
| #student / freshers / uni night | Youth culture and a likely under-25 cast | CAP 18.14 · 18.16 (White Claw 2026) asa.org.uk | High |
| candy / unicorn / cartoon mascot flavours | Appeals primarily to minors | Google · CAP 18.14 support.google.com | High |
| at work / office drinks | Drinking in a working environment | CAP 18.13 asa.org.uk | High |
| high / buzz (paired with drugs) | Links alcohol to illicit drugs | CAP 18.8 asa.org.uk | High |
| bonded / triple distilled / aged (if not on label) | Regulated label terms must be truthful and match the label | 27 CFR 5.235 ecfr.gov | High |
Before and after examples. Swap the bracketed parts for your real details.
One sip and you're the life of the party.
Crisp, citrus-forward and made for sharing with friends. 21+. Please enjoy responsibly.
Unwind after a brutal day.
A smooth finish for your evening. Know your limits.
Strongest cider on the shelf - gets the night going fast.
Full-bodied cider, 6.5% ABV.
Freshers' week fuel #studentwavemaker
Weekend plans? Taste the new green apple. Cast all 25+, adult-skewed targeting.
Zero guilt, all antioxidants.
Made with real fruit. 95 calories per can (factual energy info only).
Google allows alcohol branding and online sale ads in Albania, Bosnia and Herzegovina, and Montenegro.
Google allows alcohol ads on the Display Network in certain countries, with publisher opt-in.
Google stops serving alcohol ads in Lithuania.
Google allows alcohol under 5.5% ABV in Vietnam, with highest ABV on the landing page.
DISCUS, ACSA and ADSA raise the 21+ audience placement standard to 73.8% (from 71.6%).
UK CAP alcohol-alternative (0.5% ABV or less) rules take effect.
Last change-log date on Meta's alcohol policy page (contents of the change not stated).
The adInstagram 'WAVEMAKERS' highlight reposting young people's photos with cans, incl. '#studentwavemaker'
OutcomeUpheld. Must not feature people who are or look under 25. Found by ASA AI monitoring.
LessonReposted UGC is your ad. Age-check everyone in it.
The adInstagram/TikTok video of Whitmore dancing more energetically with each drink. Investor relationship not disclosed.
OutcomeTwo issues upheld, one upheld in part (ad ID and under-18 appeal/responsibility).
LessonDisclose influencer or investor ties. Don't show alcohol changing mood or behaviour.
Meta requires 21+ targeting. TTB 27 CFR 5.235 bans misleading statements, obscenity and unapproved health-related statements. The spirits industry code requires a 73.8% 21+ audience.
CAP s.18: under-25 rule, 25% under-18 audience cap, no social or sexual success, health claims limited to 'low/reduced alcohol' and 'reduced energy'.
Meta bans alcohol ads in Lithuania. Google stopped serving them there in Dec 2017. Sweden requires 25+ on Meta.
Meta prohibits alcohol ads in the UAE. Google's UAE status was not confirmed in its country list.
Meta: banned in Bihar, Gujarat, Lakshadweep, Manipur and Nagaland, with state-specific age floors (18/21/25). Google: 0% alcohol drinks need certification in India.
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This tool is a pre-launch screen, not legal advice. Meta and Google do not publish banned-word lists, so each flag is a risk signal tied to a published rule, regulator ruling or court case. Policies change often. Data last checked 5 October 2026.