7.1 Alcohol

The policies in this section apply 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).

Alcohol ads are only permitted in some locales. Here is a quick view of permitted and prohibited locales. Please see section below for policy requirements that apply to alcohol ads in permitted locales.

Permitted	Prohibited
Australia, Austria, Belgium, Brazil, Canada, Denmark, France, Finland, Germany, Ireland, Italy, Japan, Luxembourg, Mexico, Netherlands, New Zealand, Spain, UK.	Bahrain, China, India, Kuwait, KSA, Morocco, Norway, Sweden, Switzerland, UAE, US.

Please note that this policy does not cover alcohol content featured in non-alcohol ads (for example, a movie trailer starring actors consuming alcohol). Per the Prohibited Content policy, ad content must not encourage, glamorize or depict excessive consumption of alcohol.

In India, alcohol brands may not run any form of advertising, even for non-alcoholic products. So-called surrogate advertising is prohibited. For example, an alcohol brand may not run a campaign promoting branded merchandise.

Ads for beverages labeled as “alcohol-free” or “non-alcoholic” (i.e. non-alcoholic beer) should follow the same placement, day-parting, and targeting restrictions for alcoholic beverages for their locale, with the exception of the US.

In the US, beverages labeled as “alcohol-free” or “non-alcoholic” are permitted to advertise provided:

The advertiser and/or its parent company do not hold a license to produce or distribute alcoholic beverages
Ads are day parted from 6 PM to 6 AM
Ads follow all restrictions listed below

General requirements

In those locales where alcohol ads are permitted, the following general rules apply in addition to the locale-specific requirements listed below. For placement and targeting requirements, please engage your customer support.

Ads for the sale of alcohol in Australia, Mexico, Canada, Brazil, and Europe must link to a page on Amazon.

Amazon prohibits campaigns from third-party alcohol retailers.

Ads must promote the responsible consumption of alcoholic beverages. 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.

Placement Requirements

Outside of homepage placements, alcohol ads are restricted from the following contextual situations:
- Books or other reference material referring to substance abuse/alcoholism, religious texts
- Maternity/childbirth or automotive content
- “Kid Zones” sections of the Amazon site that are geared toward products for children; for example, children’s apparel or DVDs for children’s TV shows
Sponsored Display cannot be used to advertise alcohol offsite due to its inability to day-part.

Table 1.
Placement Type	Permitted	Additional requirements
Marquee products	No	N/a
Fire TV	Germany, UK, Canada, Japan: Yes All other locales: No	Alcohol ads are prohibited on Fire TV, except (1) Germany, the UK, and Canada - alcohol ads are acceptable from 8pm to 2am; (2) Japan - alcohol ads are acceptable from 6pm to 5am. All campaigns must be reviewed and approved. Please work with your customer support teams to have these campaigns approved. Alcopops are not permitted on Fire devices.
Fire Tablet Wakescreen	Germany, UK: Yes All other locales: No	Alcohol display ads are prohibited on Fire Tablet Wakescreen, except in Germany and UK. Ads must be reviewed and approved. Please work with your customer support teams to have these campaigns approved. In addition, the following conditions apply: UK ads may promote any alcoholic product. Sales campaigns must link in to an Amazon page. Ads must be rated ‘Mature.’ Alcopops are not permitted on Fire devices.

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

Day-parting: Alcohol ads can be displayed between 8.30pm and 5am.
Alcohol ads must contain a responsible drinking message.
Alcohol ads cannot currently run on Amazon.
Ads cannot contain models that look under the age of 25.

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.”
Day-parting: Alcohol ads can be displayed between 12pm (midday) and 6am only.

Brazil

Day-parting: Alcohol ads should be displayed only 12pm (midday) and 6am only.
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:
- 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”)
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

Day-parting: Ads can only run between 8 p.m. and 4 a.m., except for branded products other than alcoholic beverages off homepage that link-in to Amazon.
Frequency cap: We require frequency capping at 3 times per 24 hours (3x24).
Alcohol ads are prohibited on Amazon Fresh.

Denmark

All ads must comply with the Danish Regulation on Marketing of Alcoholic Beverages issued by the “Alkoholreklamenævn” if the beverage contains more than VOL 0.5% alcohol.
Sports: ads cannot be associated with sports.
Models in ads cannot be, nor have the appearance of being, under the age of 25.
Alcohol ads cannot feature alcohol being consumed in an educational institution. For example, a university campus or evening college.
Day-parting: Alcohol ads can be displayed between 12pm (midday) and 6am only.

Finland

Ads for alcohol beverages exceeding 22% alcohol by volume are prohibited.
Day-parting: Alcohol ads can be displayed between 12pm (midday) and 6am only.
Ads for alcoholic beverages must not:
- Present the alcohol content of the beverage as being a positive feature
- Associate alcohol with the participation of a game, raffle, or competition (for example, as a prize)

France

Day-parting: Ads can only run between 12 p.m. and 6 a.m.
Disclaimer: 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.
Day-parting: Alcohol ads can be displayed between 12pm (midday) and 6am only.
Sports: In addition to the contextual situations noted above, 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.
Alcohol ads may not obscure, cover or pop-up in front of the page the user wishes to view. This does not include Spotlight ads, or similar ads which the customer must actively click on to expand.
Depictions of alcoholic beverages in ads for non-alcohol products:
- Ads for non-alcohol products must not feature, or refer to, specific brands of alcohol; nor promote alcoholic beverages, or the consumption of alcohol, in a general way.
- Ads may include images of generic alcoholic beverages provided this is not the focus of the ad and the advertiser or company making the promotion has no interest in the promotion of alcoholic beverages.

Germany

Day-parting: Ads can only run between 12 p.m. and 6 a.m.
Ads on Fire TV can run between 8 p.m. and 2 a.m.
Ads on Fire Tablet wake screen and Fire TV must be pre-approved by Amazon.
Sport:
- Alcohol ads may feature references to sports, such as showing professional footballers or people watching a professional sports game, but Amazon preapproval is required.
- Stronger alcoholic products, like wine and spirits, are generally considered inappropriate in a sports context.
- The following conditions must always be met:
  - Ads must not show people drinking alcoholic products whilst playing sports.
  - Ads must not imply that alcohol makes one better at sports.
  - Alcohol must not be presented as essential to enjoying sports.

Italy

Day-parting: Ads can only run between 7 p.m. to 6 a.m. and 12 p.m to 4. p.m.
Disclaimer: Ads must include “Bevi responsabilmente.”
Alcohol ads may feature references to sports, such as showing professional footballers or people watching a professional sports game, but Ad Policy preapproval is required.
Stronger alcoholic products, like wine and spirits, are generally considered inappropriate in a sports context.
The following conditions must always be met:
- Ads must not show people drinking or handling alcoholic products in ANY sports setting.
- Ads must not imply that alcohol makes one better at sports.
- Alcohol must not be presented as essential to enjoying sports.

Japan

Disclaimer: 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.
Non-alcohol: Definition of non-alcohol drink: beverage with 0.00% alcohol strength for adults aged 20 or above which tastes similar to an alcohol drink.
- Ads must have the warning statement to avoid underage drinking or another guardrail to avoid showing the ads to underage kids.

Luxembourg

Day-parting: Alcohol ads can be displayed between 12pm (midday) and 6am only.

Mexico

Day-parting: Alcohol ads can be displayed between 12 p.m. and 6 a.m. only.
Disclaimer: Ads must include any of the following disclosures: “Evite el Exceso,” “Conocer es no excederse,” or “Todo con medida.”

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.
Day-parting: Alcohol ads can be displayed between 12pm (midday) and 6am only.

Norway

Ads for alcohol are prohibited.
Ads for non-alcoholic beverages that share the same brand or trademark as an alcoholic beverage are also prohibited.

Spain

Day-parting: Ads can only run between 12 p.m. and 6 a.m.
Disclaimer: Ads must include “Disfruta de un consumo responsable.”
Models in alcohol ads cannot be, nor have the appearance of being, under the age of 25.
Alcohol ads may feature references to sports, such as showing professional footballers or people watching a professional sports game, but Amazon preapproval is required.
Stronger alcoholic products, like wine and spirits, are generally considered inappropriate in a sports context.
The following conditions must always be met:
- Ads must not show people drinking alcoholic products whilst playing sports.
- Ads must not imply that alcohol makes one better at sports.
- Alcohol must not be presented as essential to enjoying sports.

Sweden

Ads for alcoholic beverages are prohibited.
Ads for alcohol-free beverages are prohibited. For example, alcohol free beer.
Ads for alcohol branded merchandise are permitted, subject to day parting requirements. For example, a Guinness branded beer dispenser.
- Day-parting: Alcohol branded merchandise ads can be displayed between 12 p.m. and 6 a.m. only.

UK

Day-parting: Ads can only run between 12 p.m. and 6 a.m.
Ads on Fire TV can run between 8 p.m. and 2 a.m.
Ads on Fire Tablet wake screen and Fire TV must be pre-approved by Amazon.
Ads must include the following statement: “bedrinkaware.co.uk.”
Alcohol ads may feature references to sports, such as showing professional footballers or people watching a professional sports game, but Amazon preapproval is required.
Stronger alcoholic products, like wine and spirits, are generally considered inappropriate in a sports context.
The following conditions must always be met:
- Ads must not show people drinking alcoholic products whilst playing sports.
- Ads must not imply that alcohol makes one better at sports.
- Alcohol must not be presented as essential to enjoying sports.
Models in alcohol ads cannot be, nor have the appearance of being, under the age of 25.

Sports (Europe)

Germany, Spain, Italy, UK

Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon, and must not:

Show people drinking alcoholic products whilst playing sports.
mply that alcohol makes one better at sports.
Be presented as essential to enjoying sports.

France

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.