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Alcohol

Alcohol ads on Netflix are restricted to age appropriate audiences and content. Review the policy and country requirements below for additional advertising terms.

Ad Requirements

Alcohol ads must:

  • Abide by all applicable alcohol laws, rules, regulations, self-regulatory codes and industry standards, including required legal notices, warnings, and/or disclaimers. See the country-specific guidance below for additional details.

  • Be promoted by advertisers who are appropriately licensed to manufacture, import, distribute and/or sell alcohol in the targeted markets. That license must be and remain valid at all times while the ads are running.

  • Include disclaimers for the legal age of consumption and purchase.

  • Include disclaimers for the responsible consumption of alcohol.

Alcohol ads must not:

  • Depict minors consuming alcohol or appeal to minors, including themes, language usage, graphics, cartoon figures, symbols, role models, and/or celebrity/entertainer endorsers intended to appeal primarily to minors.

  • Show/encourage alcohol abuse or feature binge or competitive drinking or offer a negative image of abstinence or sobriety.

  • Associate alcohol with sexual prowess; social, financial, professional, intellectual, athletic success; or feelings of superiority.

  • Suggest that alcoholic beverages have therapeutic properties, or a stimulating or sedative effect, or that it constitutes a means to resolve conflicts, or that it has health benefits.

  • Show alcohol consumption in conjunction with the operation of a vehicle of any kind, the operation of machinery, or the performance of any task requiring alertness or dexterity.

  • Promote a high alcohol content as a positive quality of the beverage.

Please see below for additional country-level requirements.

Alcohol advertisers must also comply with CONAR self-regulatory guidelines, such as requiring actors in ads to visibly appear older than 25 years old and including disclaimers about the harmful effects of alcohol use.

Alcohol advertising in Québec must also comply with all requirements set forth by the Quebec liquor board, Régie des alcools, des courses et des jeux (RACJ).

Netflix prohibits alcohol ads targeting France. Ads for non-alcoholic beverage products containing 0.0% ABV level are permitted.

Netflix pre-approval is required for non-alcoholic beverage products. For approval, please submit the form here.

Alcohol advertisers must comply with the German Advertising Standards Council (Deutscher Werberat). Ads may not feature competitive athletes.

Alcohol advertisers must comply with the Italian Media Code.

Alcohol advertisers must comply with the National Health Promotion Act requirements.

Alcohol advertisers must comply with regulations, including the CAP Code.

  • Alcohol advertisements must disclose the corporate name, city, and state of the brewer, producer, packer, wholesaler, or importer (as applicable).

  • Advertisements for hard soda and similar beverages should clearly indicate that the product contains alcohol and should not appeal to people under 21 years of age.

  • All advertised alcohol products must be registered with the United States Alcohol and Tobacco Tax and Trade Bureau, and where required, states where such products are sold.