Europe Alcohol Campaign Category Policy

This guide provides an overview of Quantcast’s policy guidelines for Alcohol campaigns in Europe, including what is supported, restricted, and prohibited. Please review carefully.

To see the full Campaign Policy, see this page.

Alcohol Campaigns in Europe

Advertising is supported for Alcohol campaigns in Europe, including:

• Alcohol products (beer, wine, spirits, N/A drinks used as mixers*, etc.)

• Alcohol-related destinations (vineyards, bars, distilleries, etc.)

• Alcohol delivery services (alcoholic beverages delivered via food delivery services, shipping from alcohol retailers and manufacturers).

* These rules apply when a non-alcoholic beverage is marketed as a mixer.

Carefully review this guide as there are important prohibitions and restrictions with which Advertisers must comply to satisfy Quantcast policies, laws, and self-regulatory codes.

Creative Considerations

• Landing pages must include age self-verification.

Campaign Parameters

See the Create a New Campaign article for details on setting up a campaign.

• Campaigns must be targeted to audiences primarily 18+: i.e., 73.6%* of the audience reached being 18+, typically achieved using allow lists. For Platform Clients, contact your Quantcast Account Manager to implement allow lists.

• Permitted targeting types: all targeting types, subject to UK GDPR/GDPR (below) and the Restricted Data Types section of Quantcast’s Campaign Policy: in connection with the use of any Quantcast product or service, where prohibited by applicable law, Clients may not collect, use, or provide to Quantcast personal data revealing a restricted attribute or characteristic explicitly, by inference, or otherwise, including in creatives and/or strategies like targeting and/or tagging. Demographic targeting must be used to limit the audience to over 18.

• Permitted tagging: all tagging permitted, subject to UKGDPR/GDPR (below) and the Restricted Data Types section of Quantcast’s Campaign Policy: in connection with the use of any Quantcast product or service, where prohibited by applicable law, Clients may not collect, use, or provide to Quantcast personal data revealing a restricted attribute or characteristic explicitly, by inference, or otherwise, including in creatives and/or strategies like targeting and/or tagging.

• Supply: Curated supply packages for alcohol-compliant supply must be targeted for all alcohol advertisers. packages can be selected under the section “Deals and Packages”. Global alcohol packages are named as follows:

  • Display/Video/Native: Quantcast Curated Package - Global Alcohol Compliant - Display/Video/Native

  • CTV: Quantcast Curated Package - Global Alcohol Compliant - CTV

• Dayparting: For CTV, avoid child-friendly programming; some publishers may have display time prohibitions. Some video-on-demand (VOD) providers may require that creative assets are pre-approved through Clearcast for conformance with broadcast laws.

• UK GDPR/GDPR: Campaigns must not reveal or concern or result in the collection, provision, or processing of the following types of data; or allow reasonably certain inferences concerning:

  • All health data and data concerning health (including genetic and biometric data)

  • Racial or ethnic origin

  • Political opinions, religious or philosophical beliefs

  • Trade union membership

  • Criminal convictions and offenses or related security measures

  • Sexual life or sexual orientation

*Percentage set by The Beer Institute and the Brewers Association and anticipated to be adopted by other industry self-regulatory bodies, including Wine Institute and Distilled Spirits Council of the United States.

Important Prohibitions

Alcohol Product / Service Prohibitions: 

• Advertising high-alcohol products* is not permitted.

• Campaigns targeting Scotland, buy-one-get-one deals 

* Defined as > 50% alcohol for spirits (i.e., > 100 Proof), 14.5% for wine, and 13% for beer.

Creative Prohibitions

• Campaigns must not:

  • Appeal to minors, include athletes or portray characters who appear under the age of 25.

  • Make health, therapeutic, or social status claims (e.g., by claiming to reduce stress levels or improve sex life).

  • Depict irresponsible or dangerous consumption or irresponsible activities while drinking (such as driving).

If you have questions regarding an Alcohol advertiser or campaign, please contact [email protected].