Alcohol content

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Twitter Ads Policies

This policy applies to Twitter’s paid advertising products, which are Tweets, trends and accounts marked with a yellow or purple badge.

For more information about Twitter’s paid advertising products, click here

For information about Twitter’s other policies, click here.

What's the policy?

Twitter prohibits the promotion of online sale of alcohol globally. Twitter restricts the promotion of offline sale of alcohol and general awareness of alcohol brands. These restrictions are based on the specific product or service being promoted, as well as the country that the campaign is targeting. To determine the policy for your product or service and the country or countries you wish to target, see the country-specific information below. Unless listed below, the promotion of alcohol content is prohibited.

Any advertisement for alcohol content that is allowed under the country-specific information below must in addition:

  • not target minors or encourage, suggest, or entice underage drinking
  • not use characters, sports-persons, celebrities, or images/icons appealing to minors
  • not use minors or pregnant women as models in advertising
  • not imply that drinking in excess is good, or that alcohol has therapeutic, relaxing or stimulative properties
  • not imply that alcohol has health benefits, can improve sexual, social, athletic or professional performance or standing
  • not mislead or confuse users into thinking alcoholic beverages are soft drinks or candy
  • not associate drinking with activities that are potentially dangerous, require significant care, skill, etc. (e.g., driving a motor vehicle), or are antisocial or illegal (e.g., illegal drugs)
  • not depict people under the influence of alcohol
  • not emphasize a product’s alcoholic strength (promoting a product as having low or no alcohol content is acceptable)

What products or services are subject to this policy?

This policy applies, but is not limited, to:

  • Promoting, selling or facilitating the online or offline sale of any kind of alcoholic beverage, whether beer, wine, or spirits
  • Branding for any kind of alcoholic beverage, whether beer, wine, or spirits

What products or services are not subject to this policy?

This policy generally does not apply to:

  • Alcohol accessories such as bottle openers, shot glasses, and cocktail shakers
  • Breweries, wineries and distillery branding, tours, and tastings
  • Recipes for alcohol, cocktail recipes, or alcohol-based food recipes
  • Home brewing kits
  • Onsite-instruction classes
  • News and information about alcohol products
  • Events sponsored by an alcohol company where there is no focus on or promotion of alcoholic beverages

What is age screening? 

Some advertisers age screen their followers. Age screening is a way for brands and others to determine online whether a follower meets a minimum age requirement, in a way that is consistent with relevant industry or legal guidelines. One such option is available as a third party app by Salesforce Marketing Cloud, developed in partnership with Twitter, that allows for age screening through Twitter Direct Messages. 

If you are interested in learning more about this feature, please use the 'Help' button in your ads dashboard to contact our support team. If you're a managed client, please contact your account manager.

How does this policy vary from country to country?

To determine the policy for your product or service and the country or countries you wish to target, see the country-specific information below. Unless listed below, the promotion of alcohol content is prohibited.

The promotion of offline sale of alcohol and general awareness of alcohol brands is permitted only when targeting the countries below:

Africa and Middle East      Asia Pacific Europe Latin America North America
Australia France Argentina Canada
Japan Germany Brazil U.S.
New Zealand* Ireland Chile
Singapore Italy Colombia
South Korea        Netherlands Dominican Republic     
Spain Ecuador
UK and jurisdictions      Honduras
Mexico
Panama
Paraguay
Peru
Uruguay
Venezuela

 

* An advertiser targeting these countries may not target an audience beyond the followers of that advertiser’s Twitter account, and the advertiser must use an age screening application for its followers. 

The following additional requirements apply to alcohol advertisements targeting certain countries:

Ecuador

Alcohol ads targeted to Ecuador must also comply with the following requirements:

  • Do not associate alcohol with the consumption of processed foods.
  • Do not associate alcohol with awards from sweepstakes, contests or collectibles.
  • Do not use images of women as sex symbols.

New Zealand

Alcohol ads targeted to New Zealand must also comply with the following requirements:

  • Do not prominently use or depict persons under the age of 25 years old.
  • Do not depict unduly masculine or sexually provocative themes.
  • Do not offer motor vehicles or boats as prizes in competitions.

Spain

  • Ads for spirits must include the following statement: “Disfruta de un consumo responsable".
  • Ads for wine must include the following statement: “El vino solo se disfruta con moderación”.

UK and juridictions

  • Advertisers must be aware that their ads should comply with the Portman Code and the relevant provisions of the CAP Code. This applies to the UK and jurisdictions (Gibraltar, Guernsey, Isle of Man and Jersey).

Egypt, Kuwait, Morocco, Pakistan, Qatar, Saudi Arabia, Turkey, and United Arab Emirates

  • All alcohol advertising is prohibited in these countries. This includes branding, online and offline sale, as well as any promotion of the consumption of alcoholic beverages, including events sponsored by alcohol brands.

India, Indonesia

  • Alcohol branding, online and offline sale, as well as the promotion of the consumption of alcoholic beverages is prohibited.
  • Promotion of events sponsored by alcohol brands is allowed.

What do advertisers need to know about this policy?

    Review our guidelines and make sure you understand the requirements for your brand and business. You are responsible for all your promoted content on Twitter. This includes complying with applicable laws and regulations regarding online advertisements.

    What other Twitter resources relate to this policy?

    Contact Twitter

    If you have a question about this content and are an advertiser, please contact our support agents directly by signing in to ads.twitter.com and clicking the “Help” text in the top navigation bar.

     

     

    Please contact us through this channel so that we can easily match your report to the ads account in question.

    If you are an advertiser whose account or tweets are currently under review and you would like to check on the status or request an expedited review, please contact our Support Team via the "Help" button in your Twitter Ads page and a specialist will take a look.

    If you are not an advertiser and need to bring to our attention ads that are potentially violating these policies, you can use our Help Center forms to Report an Ad.

    If you are interested in advertising on Twitter and want to learn more, please visit business.twitter.com.