Google Adwords constantly evaluating their AdWords program policies to keep them current and effective. This means making changes from time to time by either adding new policies, such as the endangered species policy, or updating existing policies, such as the Display URL policy.

This fall, adwords 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 they’ve received over the years, they’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 adwords program. In contrast, advertisements for beer may directly promote its sale.

For example, under the hard alcohol and liqueurs policy, you might market to individuals searching for helpful and relevant alcohol-related information by promoting holiday cocktail ideas or the caloric content of popular spiked beverages. Under the beer policy, you might state a specific sales promotion for a great winter ale.

Hard alcohol and beer manufacturers can now take advantage of online holiday traffic and initiate campaigns that appeal to their target audiences.

Plans to expand this updated alcohol policy to other countries in accordance with local regulations are expected in the coming weeks.