Alcoholic beverages

Hard liquor, beer and wine advertising must comply with federal, state, and local laws and regulations, as well as the following guidelines:

 

  • On AOL Properties, hard liquor, beer and wine advertising is acceptable only in the specific areas noted on the AOL Alcohol Buy List.  These areas have 72% of their traffic over the age of 21 as validated by an industry-accepted source of metrics (e.g., comScore) and are an appropriate context for alcohol advertising.  If an advertiser is proposing alcohol advertising for an AOL property that does not have comScore reporting, please contact Diana Smith on the Ad Policy team.

 

The AOL Alcohol Buy List can be found here.

 

  • On third-party publisher sites, hard liquor, beer and wine advertising is acceptable only on sites that have 72% of their traffic over the age of 21 as validated by an industry-accepted source of metrics (e.g., Media Metrix).  For more information about which sites are appropriate for alcohol advertising, please contact Diana Smith.

 

All advertisements for alcoholic beverages must contain a responsibility message on the actual creative and the landing page must contain an age screening mechanism.

 

All potential alcohol advertising must be sent to Diana Smith for approval, and must comply with the above and below guidelines:

 

  • Hard liquor advertising must, at a minimum, comply with the Code of Good Practices, adopted by the Distilled Spirits Council of the United States (DISCUS).

 

 

 

  • Alcohol may be advertised on the AOL Welcome Screen and the AOL.com Main Page provided the advertiser complies with the above guidelines.

 

  • Alcohol advertising may run in the AOL email inbox provided the advertiser complies with the above guidelines AND the ads are demo-targeted to a 21+ audience.
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