Documented by Meta. The steps and rules on this page come from Meta’s own documentation.
How do Meta ads work for alcohol brands?
Alcohol brands, bars, retailers and recipe publishers can advertise on Meta if the ads follow local laws and industry codes, use the age and country targeting Meta requires, and never target anyone under 18. Meta lists brand logos, venues, sales availability, drinking and recipes as alcohol ads. It prohibits alcohol ads in some countries. Non-alcoholic drinks are allowed.
Breweries, distilleries, wine merchants, bars and delivery apps can advertise on Meta, but each alcohol ad has to meet the policy for the country it reaches. Meta sets an 18 minimum, higher in some places, and prohibits alcohol ads in others. This page maps business types to Meta’s wording. Read the linked pages and ask a qualified adviser what applies where you sell.
What does Meta count as an alcohol ad?
Meta’s help article defines alcohol ads as ads that promote or depict alcohol products or alcohol consumption, including but not limited to:
- venues and events in which the primary business model depends on alcohol sales;
- an invitation to an alcohol venue;
- availability of alcohol sales;
- depiction of alcohol brands or logos;
- consumption of alcohol beverages;
- promotion of alcohol brands or logos;
- recipes for alcoholic beverages.
Meta’s list says “including but not limited to”, so it is not exhaustive.
Which Meta wording fits which business?
| Business | List items in Meta’s help article that fit | What to check |
|---|---|---|
| Brewery, distillery or winery | Promotion and depiction of alcohol brands or logos | Your brand or bottle in the ad makes it an alcohol ad |
| Bar, pub, club or event organiser | Venues and events whose primary business model depends on alcohol sales; invitation to an alcohol venue | Apply the rules to every invitation or event promotion |
| Shop or delivery service | Availability of alcohol sales | Saying alcohol is available for sale is on the list |
| Recipe or cocktail publisher | Recipes for alcoholic beverages; consumption of alcohol beverages | A recipe ad is an alcohol ad |
| Restaurant or hotel | Consumption and availability, if the ad shows or mentions alcohol | Check each ad against the list |
A restaurant is not named in Meta’s list. Meta’s venue item turns on whether the primary business model depends on alcohol sales, but the definition also covers any ad that depicts alcohol or drinking. If an ad shows or mentions drinks, treat it as an alcohol ad (advice, not a Meta statement).
What targeting does an alcohol ad need?
Meta says advertisers can run ads that promote or reference alcohol if they follow the targeting requirements for the audience’s location and do not target people under 18. Three cases follow from its article:
- Some places set a higher minimum age. Examples from Meta’s list: 21 in the United States, 19 in Canada, 20 in Japan and 25 in Sweden. India varies by state, at 18, 21 or 25.
- Meta says it prohibits alcohol ads in some countries, in line with local laws, and lists them, with five named parts of India.
- For countries not on Meta’s list, you may promote alcohol if you follow local law and target people who are at least 18.
The full table sits on this site’s alcohol ad rules page. If you sell into several countries, you could split audiences by country so each ad set carries its own minimum age (advice, not a Meta requirement).
What do licences and industry codes have to do with it?
Meta’s Advertising Standards say ads that promote or reference alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licences and approvals. Ask a qualified adviser which ones apply where you sell and advertise, and keep your documents to hand.
What does Meta say it allows?
Meta says it allows ads that promote non-alcoholic beverages, and ads that promote news, documentary, educational materials or public service announcements that reference or depict alcohol. Its Advertising Standards add a condition for non-alcoholic products: they must not depict alcohol or its consumption.
If you sell both ranges, run the non-alcoholic ad with no alcohol in it.
Is addiction treatment covered by the same policy?
No. Meta has a separate drug and alcohol addiction treatment policy. To run those ads in the US you need LegitScript certification and prior written permission from Meta.
What should you check before launch?
- Match each ad to Meta’s list of alcohol ads.
- Check the minimum age and the prohibition list for every country you target.
- Set the age floor to at least 18, higher where the list says so.
- Keep a non-alcoholic version of creative you want to run widely.
- Ask a qualified adviser about licences and codes where you sell.
FAQ
Can a brewery run an ad that shows people drinking?
Meta lists consumption of alcohol beverages as an alcohol ad, so the same age and country targeting applies. Meta also says ads must follow local laws and industry codes. Check both before you publish.
Does a restaurant menu ad count as an alcohol ad?
Meta’s definition covers ads that promote or depict alcohol or its consumption, and lists venues whose primary business model depends on alcohol sales. The text checked does not mention menus. A menu ad that promotes or shows drinks matches that wording, so if unsure, treat it as an alcohol ad and set the age floor accordingly.
Do glassware or bar equipment ads follow the alcohol rules?
Meta’s Advertising Standards allow non-alcoholic products, including alcohol accessories, as long as they do not depict alcohol or consumption. The text checked does not name glassware or bar equipment. If your image shows a drink, the alcohol rules may apply.
Sources
- About Meta's alcohol advertising policy (Meta, checked 2 Oct 2026)
- Alcohol (Advertising Standards) (Meta, checked 2 Oct 2026)
- About Meta's drug and alcohol addiction treatment advertising policy (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.