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Note
To ensure consistency worldwide, Microsoft Advertising enforces our policies across our ad network using the English version. We provide translated versions as a courtesy to our clients, though the translations are not meant to change the content or meaning of the official policy language.
Important
This policy applies to all ad types.
Note
This page was last updated on April 22, 2026.
Advertising must comply with all applicable laws, regulations, and other standard industry requirements applicable to the promotion of alcohol to the public, including required notices, warnings, and disclaimers.
Responsible Drinking Messaging
Advertising must contain proper health warnings and responsible drinking messaging, such as “drink responsibly,” “do not drink and drive,” etc.
Advertising cannot:
- Glorify or incite the consumption of alcohol, encourage excessive consumption, or discourage abstinence or moderation.
- Be directed toward individuals under the applicable minimum drinking age, or served in a context where it is highly likely it will be displayed to such individuals. This includes, but it is not limited to, the use of language, themes, expressions, graphic resources, audio or visual elements that may appeal to underage individuals, or using individuals who are or appear to be underage in promotional content or on the website.
- State that alcohol has therapeutic properties, that it is a stimulant, that it is a sedative, or that it can help resolve conflict.
- Link consumption of alcohol to enhanced performance such as physical performance or driving.
- Place the emphasis on high alcohol content as a positive quality of the beverage.
- Give the impression that alcohol is essential to or contributes to business, social, academic, or athletic success or acceptance.
All required disclaimers, age gating mechanisms and responsible drinking and health warnings must be present either in the ad copy or the landing page.
Country restrictions - Select market:
- Algeria
- American Samoa
- Antigua and Barbuda
- Armenia
- Aruba
- Azerbaijan
- Bahamas
- Bahrain
- Bangladesh
- Barbados
- Belize
- Benin
- Bolivia
- Bosnia and Herzegovina
- Botswana
- Brunei
- Bulgaria
- Burkina
- Faso
- Cameroon
- Central African Republic
- Comoros
- Congo
- Congo (DRC)
- Cook Islands
- Costa Rica
- Cote d'Ivoire
- Croatia
- Czech Republic
- Djibouti
- Dominica
- Dominican Republic
- Ecuador
- Egypt
- El Salvador
- Eritrea
- Estonia
- Ethiopia
- Faroe Islands
- Fiji
- Gabon
- Gambia
- Georgia
- Greenland
- Grenada
- Guam
- Guatemala
- Guinea
- Guinea-Bissau
- Guyana
- Haiti
- Honduras
- Iceland
- India
- Indonesia
- Iraq
- Israel
- Jamaica
- Japan
- Kyrgyzstan
- Latvia
- Lesotho
- Libya
- Lithuania
- Luxembourg
- Macao
- SAR
- Macedonia (FYROM)
- Madagascar
- Malawi
- Malaysia
- Maldives
- Marshall Islands
- Mauritania
- Mauritius
- Moldova
- Mongolia
- Namibia
- Nauru
- Nepal
- Niger
- Nigeria
- Niue
- Northern Mariana Islands
- Norway
- Oman
- Pakistan
- Palau
- Panama
- Paraguay
- Poland
- Portugal
- Puerto
- Rico
- Qatar
- Rwanda
- Saint Kitts and Nevis
- Saint Lucia
- Saint Vincent and the Grenadines
- Samoa
- Saudi Arabia
- Senegal
- Serbia
- Seychelles
- Sierra Leone
- Slovenia
- Somalia
- Sri Lanka
- Suriname
- Taiwan
- Tajikistan
- Tanzania
- Thailand
- Togo
- Tokelau
- Tonga
- Trinidad and Tobago
- Tunisia
- Turkey
- Tuvalu
- Uganda
- United Arab Emirates
- Uruguay
- Vanuatu
- Vietnam
- Virgin Islands (U.S.)
- Yemen
- Zambia
- Zimbabwe
Note
Please select a market from the dropdown menu above.
What happens when an ad policy is violated
The penalty varies by the nature of the violation, and the number of violations. Learn More
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