US Alcohol Campaign Category Policy

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

To see the full Campaign Policy, see this page.

Alcohol Campaigns in the US

Advertising is supported for Alcohol campaigns in the US, 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). See state-by-state guidance for alcohol delivery services.

* 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:

• Creatives must contain a responsible drinking disclosure, such as: “Please drink responsibly” or "For legal drinking age: 21+."

• Landing pages must include age self-verification.

• Beer and wine ads must include the name and address of the advertiser responsible for the ad and the class or type of alcohol (e.g., champagne, beer).

• Liquor and spirits ads must include the name and address of the advertiser responsible for the ad, the class or type of alcohol (e.g., gin, whiskey), and the percentage of alcohol by volume.

Campaign Parameters:

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

• Campaigns must be targeted to audiences primarily 21+: i.e., 73.6%* of the audience reached being 21+, 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 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 21.

• Permitted tagging: all tagging types, subject to 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

• NAI Prohibitions: Campaigns must not result in violations of the NAI Code of Conduct.
  Dayparting: For CTV, avoid child-friendly programming; some publishers may have display time prohibitions.

*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:

• 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].