Google lifts ban on spirit brands

Search engine giant Google is set to lift its restrictions on advertising alcoholic spirit brands on its UK site.

According to reports, from January 2009, spirit brands will be able to run search campaigns relating to brand activity but not direct response campaigns that promote sales.

Experts say Google wants to encourage spirit brands to run search campaigns as part of a wider media buy across its portfolio of channels including Adsense and YouTube.

The move is the latest by Google in an attempt to boost click rates on Adwords and comes after the company lifted its gambling and gaming restrictions in October.

A spokesperson for Google told New Media Age: “We’re constantly evaluating our ad policies to ensure they are up-to-date and as consistent as possible with local business practises.”

Tom Jefferies, digital marketing manager at Bacardi Global Brands, added that being allowed to run Adwords advertising on Google is a “big opportunity” for the firm and it looks forward to investing in future campaigns with the company.