Alcohol

Amazon Ads Streaming TV Ad Policies > Section 6.1: Alcohol | This policy does not cover alcohol content featured in non-alcohol ads (for example, a movie trailer starring actors consuming alcohol). It applies to ads for the sale of alcoholic beverages (beer, wine, and spirits) and branding campaigns for alcohol companies (these are campaigns by alcohol companies that do not promote the sale of alcoholic beverages, such as merchandise or sponsorships).

Per our prohibited content policy, ad content must not encourage, glamorize or depict excessive consumption of alcohol.

Alcohol ads can only run in the following locales: Australia, Belgium, Brazil, Canada, Germany, France, Italy, Japan, Luxembourg, Mexico, the Netherlands, Spain, and the UK. In all other locales, where alcohol ads are prohibited, we only permit ads for the sale of alcohol-related products where the advertiser is not an alcohol brand. For example, we would permit an ad for a beer dispenser from a non-alcohol brand.

General requirements

In locales where alcohol ads are permitted, the following general rules apply in addition to the placement and locale-specific requirements listed below.

Alcohol ads must promote the responsible consumption of alcoholic beverages.

Alcohol ads must not:

Be directed toward or contain content designed to appeal to minors.
Associate drinking with motor vehicles or driving.
Disparage abstinence from alcoholic beverages.
Irresponsibly incentivize people to drink.
Promote excessive consumption.
Suggest therapeutic or other benefits to drinking (for example, that alcohol improves performance, contributes to personal success, or solves problems).
Focus on the alcoholic strength of the beverage.
Be targeted to Amazon Family or Prime Students.
In addition, to protect family audiences, we will block ads from content rated TV-Y, G, and TV-Y7. Content rated PG/TV-PG will be day-parted to only allow alcohol ads from 9PM through 6AM. Content rated above PG/TV-PG must be day-parted from 5PM to 6AM.

Locale-specific requirements

Alcohol ads are only permitted in the locales listed below, subject to the corresponding policy requirements.

Ads for the sale of alcohol in Australia, Canada, Mexico, and Europe must link-in to Amazon.

Australia

Alcohol ads must contain a responsible drinking message.

Belgium

Ads for beer must include the following warnings: in Dutch “Bier drink je met verstand” or in French: “Une bière se déguse aves sagesse”.
Ads for all other alcoholic beverages must include the following warnings in Dutch: “Ons vakmanschap drink je met verstand” or in French: “Notre savoir faire se déguse avec sagesse”.

Brazil

Models in alcohol ads cannot be, nor have the appearance of being, under the age of 25.
Alcohol ads must not link alcohol with any sporting activity.
Alcohol ads must include one of the following warnings in upper case at the end of the video:
- BEBA COM MODERAÇÃO (“Drink with moderation”)
- A VENDA E O CONSUMO DE BEBIDA ALCOÓLICA SÃO PROIBIDOS PARA MENORES (“Sale and consumption of alcoholic beverages are prohibited for minors”)
- ESTE PRODUTO É DESTINADO A ADULTOS (“This product is intended for adults”)
- EVITE O CONSUMO EXCESSIVO DE ÁLCOOL (“Avoid excessive alcohol consumption”)
- NÃO EXAGERE NO CONSUMO (“Do not exagerate in consumption”)
- QUEM BEBE MENOS, SE DIVERTE MAIS (“Who drink less, have more fun”)
- SE FOR DIRIGIR NÃO BEBA (“If driving, do not drink”)
- SERVIR BEBIDA ALCOÓLICA A MENOR DE 18 É CRIME (“Serving alcoholic beverages to minors under the age of 18 is a crime”)
Ads for beer must either include one of the above or below warnings:
- CERVEJA É BEBIDA ALCOÓLICA. VENDA E CONSUMO PROIBIDOS PARA MENORES (“Beer is alcoholic drink. Sale and consumption prohibited for minors”)
- SERVIR CERVEJA A MENOR DE 18 É CRIME (“Serving beer to minors under the age of 18 is a crime”)
Ads for non-alcoholic beer are exempt from carrying a warning provided they do not refer to the brand, slogan or promotional phrase of the alcoholic beverage.
Ads for beer must either include one of the above or below warnings:
- CERVEJA É BEBIDA ALCOÓLICA. VENDA E CONSUMO PROIBIDOS PARA MENORES (“Beer is alcoholic drink. Sale and consumption prohibited for minors”)
- SERVIR CERVEJA A MENOR DE 18 É CRIME (“Serving beer to minors under the age of 18 is a crime”)
Video ads for alcohol must include one of the above disclaimers delivered verbally and in the copy at the end of each ad.
Ads for non-alcoholic beer are exempt from carrying a warning provided they do not refer to the brand, slogan or promotional phrase of the alcoholic beverage.

Canada

Frequency cap: We require frequency capping at 3 times per 24 hours (3x24).

France

Disclaimer: Video Ads must include one of the following statements: “l’abus d’alcool est dangereux pour la santé” or “à consommer avec moderation.”
Ads can only contain the following information about the alcoholic beverage: alcohol by volume percentage, origin, denomination, composition, name and address of the manufacturer, agents and depositaries, method of elaboration, methods of sale, mode of consumption of the product, references to the region of production, references to awards obtained by the beverage, references to the appellation of origin or geographical indication. The packaging for the beverage can be reproduced only if it complies with the preceding ad content rules.
Ads for non-alcoholic products must not feature, promote, or refer to alcohol brands, or the consumption of alcohol. Images of generic alcoholic beverages may be permitted so long as they are not the main focus of the ad.
Ads cannot be associated with sports. Advertising cannot be placed on a website that is published by sport associations, sport companies, and federations or professional leagues.

Germany

Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
- Show people drinking alcoholic products whilst playing sports.
- Imply that alcohol makes one better at sports.
- Be presented as essential to enjoying sports.

Japan

Ads must include a warning statement that follows industry regulations and guidelines for alcohol consumption, for example: “Stop drinking if you are underage or you are driving. Enjoy a moderate amount of alcohol. Please don’t drink if you are pregnant or in a lactation period. Recycle can after drink.”
Advertising hard liquor on the homepage is restricted to beer, cocktails, shochu, sake, plum wine, wine, brandy, and whiskey only. Ads must not show:
- A person drinking brandy/whiskey in a gulping manner.
- Large bottles or other drinking containers.

Italy

Ads must include “Bevi responsabilmente.”
Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
- Show people drinking alcoholic products whilst playing sports.
- Imply that alcohol makes one better at sports.
- Be presented as essential to enjoying sports.

Netherlands

Alcohol ads must comply with the Dutch Advertising Code for Alcoholic Beverages (Reclamecode voor alcoholhoudende dranken).
The warning “no 18, no alcohol” must be included in all ads for alcoholic beverages, except for banner ads equal to or smaller than 120 pixels wide and 60 pixels high.

Mexico

Disclaimer: Ads must include any of the following disclosures: “Evite el Exceso,” “Conocer es no excederse,” or “Todo con medida.”

Spain

Disclaimer: Ads must include “Disfruta de un consumo responsable.”
Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
- Show people drinking alcoholic products whilst playing sports.
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- Be presented as essential to enjoying sports.

UK

Disclaimer: Ads must include “For the facts about alcohol visit www.drinkaware.co.uk” or “Drinkaware.co.uk for the facts.”
Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
- Show people drinking alcoholic products whilst playing sports.
- Imply that alcohol makes one better at sports.
- Be presented as essential to enjoying sports.