Google eases restrictions on Beer advertising in Poland

Google today announced an update to its Alcohol advertising policy for Poland, set to take effect on October 1, 2024. This change, revealed on September 10, 2024, marks a shift in Google's approach to alcohol-related advertising in the country.

The updated Google Ads Alcohol policy for Poland includes the following modifications:

1. Permitting the advertising of beer-related information
2. Allowing promotion of beer beverages
3. Enabling sharing of information about beer
4. Maintaining prohibition on alcohol sales advertising
5. Continuing ban on promotion of other liquor types
6. Requiring advertisers to apply for certification

Google posted this policy update on September 10, 2024, with the changes scheduled to take effect on October 1, 2024. The company stated that the Alcohol policy page will be updated on the effective date to reflect these changes.

A notable aspect of this policy update is the requirement for advertisers to apply for certification. However, Google has not provided specific details about the certification process in this announcement.

Google emphasized that while translated versions of the Help Center are available, the English version remains the official language used to enforce policies. Users can access translations using the language dropdown at the bottom of the policy page.

This policy change is specific to Poland and does not affect Google's alcohol advertising policies in other countries. The update focuses solely on beer-related advertising, maintaining restrictions on other types of alcohol.

The policy update presents new opportunities for advertisers in Poland's beer industry. However, it's crucial to note the limitations:

• Advertisers can promote beer beverages
• Information sharing about beer is allowed
• Direct alcohol sales advertising remains prohibited
• Promotion of other liquor types is still not permitted

Timeline of Events

• September 10, 2024: Announcement of the policy update
• October 1, 2024: Effective date of the new policy

Key Points

• Google Ads will allow beer-related advertising in Poland from October 1, 2024
• The policy update was announced on September 10, 2024
• Advertisers must obtain certification to run beer ads
• Promotion of other alcohol types and direct alcohol sales remain prohibited
• The English version of the policy remains the official enforcement standard
• The Alcohol policy page will be updated on the effective date