Google Promotes Easy Access To Alcohol On The Web

Google has recently extended their advertising policy covering the promotion of hard alcohol and liquor. The policy was first introduced two years ago, allowing the promotion of branded hard alcohol and liquor.

The policy permitted ads promoting websites offering information about an alcohol or liquor brand, the  products or cocktail made with the products.

The latest policy now permits ads promoting websites selling hard alcholol and liquor online, ads directing users to retailers selling alcoholic products or featuring sales promotions on hard alcohol and liquor.

Now here at Pipon Solutions, we can't help by wonder how is this suppose to combat against underage drinking, especially here in the UK. The Licensing authorities, in charge of permitting the sell of alcohol in UK, have admitted of not having an effective approach to prevent alcohol being sold to minors on the internet. All is needed is a debit/credit card and the card holders address. However certain retailers' websites such as; ASDA and Tesco allow delivery of items in alternative addresses.

By allowing this policy Google could be accused of allowing easy access or worse baiting misuse of alcohol.
Their approach on preventing such as inevitable threats is to force advertisers, ads and websites to comply to certain restriction, which are mentioned on the Adwords Blogs entailing

 "...(but not limited to) not targeting minors, not implying that drinking alcohol provides certain advantages, and not showing inappropriate content". 

However, it is also mentioned that further restrictions apply in relation to the country being targeted.

Google explains the reason for changing the policy as a way "to help more advertisers use AdWords for the promotion of their products". From a marketing point of view, this does open a new market to target, and also acquisition of potential new clients.

However this could also potentially raise the debate on ethical advertising and marketing.

What do you think?