Alcohol Advertising on Google Ads in Serbia: Law and New Rules in 2026

by ivica in Blog. Posted September 23, 2026

If you are involved in the production, distribution or sale of alcoholic beverages, Google Ads was, until recently, practically unavailable as an advertising channel in Serbia. Campaigns for wineries, craft breweries, distributors and online alcohol retailers could not run, not because Serbian law prohibited them, but because Serbia was not among the locations approved by Google for alcohol advertising.

That changed on 28 July 2026.

What Exactly Is Allowed

As of 28 July 2026, Google Ads added Serbia to the list of countries where advertising the sale of alcoholic beverages is permitted, as well as informational and brand campaigns related to alcohol. This means that producers, distributors, retailers and hospitality businesses can now run campaigns on Google Search, YouTube and the Google Display Network for beer, wine and other alcoholic beverages, provided they comply with rules on age restrictions, targeting and ad content.

It is also important to understand the other side of the story: Serbia’s Advertising Law has allowed online advertising of beer, wine and other beverages containing less than 20% alcohol since 2016, without time restrictions. Google’s update did not change the law; it removed a technical barrier on its own platform that had previously prevented these campaigns from being launched at all. For stronger alcoholic beverages, the law sets different rules, which we explain below.

In this article, we go through what exactly has changed, what the law prescribes by beverage category, what obligations apply to ads and landing pages, and who stands to benefit most from this change.

What Exactly Changed on 28 July 2026?

Google updated its alcohol advertising policy and added a number of new countries to the list of approved locations, including Serbia, Croatia, Slovenia, Brazil, Finland, South Korea and Vietnam. Before this update, advertising alcoholic beverage brands on Google’s network for the Serbian market was heavily restricted or completely unavailable, regardless of what local law allowed.

Following the change, advertisers targeting users in Serbia can:

promote sales – advertise ecommerce platforms, delivery services and retail outlets selling alcoholic beverages;
run informational and brand campaigns – present brands, educational content, sponsorships and tastings, subject to the restrictions under the Advertising Law discussed later in this article;
advertise non-alcoholic alternatives – beers, spirits and cocktails with 0% alcohol, without additional restrictions.

Google explicitly states that this change does not mean unrestricted advertising. Every ad, keyword and landing page must still comply with general Google Ads policies and, equally importantly, with the Advertising Law of the Republic of Serbia.

Has Alcohol Advertising in Serbia Ever Been Banned by Law?

This is a common misunderstanding, so it is worth clarifying: no, alcohol advertising in Serbia has never been completely banned. It has always been conditional, with different rules depending on the strength of the beverage and the advertising channel.

The Advertising Law (“Official Gazette of the Republic of Serbia”, Nos. 6/2016 and 52/2019), in Article 46, sets a general ban on advertising alcoholic beverages, but then immediately lists a number of exceptions. One of these exceptions, for beverages containing less than 20% alcohol, explicitly allows advertising through online advertising, without time restrictions. This part of the law has existed for almost a decade.

In other words, the barrier until now was not legal, but technical: Google simply did not allow these campaigns to run for Serbia, even though Serbian law permitted them. Now that Google has aligned its platform with local legislation, that barrier has been removed.

What Exactly Does the Advertising Law Say About Alcohol?

To run a campaign safely, it is useful to understand how the law categorizes alcoholic beverages by strength, because the rules differ significantly.

Beer, Wine and Beverages Below 20% Alcohol

For this category, which includes the vast majority of beers and wines, Article 46 paragraph 3 of the Advertising Law allows advertising, among other things:

through online advertising, without time restrictions;
through electronic media, in cinemas and theatres, between 18:00 and 06:00;
in outdoor spaces, at least 100 metres away from preschool, school, healthcare or youth-oriented institutions;
on means of transport, except public transport;
in connection with sporting events and as sponsorship of athletes, clubs and competitions. This is important because, for stronger alcoholic beverages, discussed below, sports sponsorship remains prohibited.

Strong Alcoholic Beverages Over 20% Alcohol

For beverages containing more than 20% alcohol, such as rakija, whisky, vodka, cognac and similar drinks, Article 46 paragraph 5 of the Advertising Law allows advertising through electronic media between 23:00 and 06:00.

In addition, Article 67 of the Advertising Law prohibits producers of strong alcoholic beverages from sponsoring media, athletes, sports clubs and competitions. This ban does not apply to beers and wines containing less than 20% alcohol.

The category overview looks like this:

Beverage category	What the law allows	Time restriction	Sports sponsorship
Beer, wine and beverages up to 20% alcohol	Online advertising, electronic media, cinemas/theatres, outdoor spaces subject to conditions, means of transport, sporting events, print media	Online: no restriction; electronic media, cinemas and theatres: 18:00-06:00	Allowed
Stronger beverages over 20% alcohol	Electronic media	23:00-06:00	Prohibited
Non-alcoholic beverages (0%)	All channels	No restrictions	Allowed

What the Ad and Landing Page Must Include

Regardless of the beverage category, every campaign must meet both Google’s and legal requirements. In practice, before launching a campaign, check the following:

Targeting only adult users – the legal drinking age in Serbia is 18, and the campaign must not, directly or indirectly, target minors.
Warning message in the ad or on the product – the law, under Article 49, requires a warning that sales to minors are prohibited and a warning on responsible alcohol consumption, or prescribed symbols replacing these notices.
Age gate on the landing page – a mechanism through which the visitor confirms they are of legal age before accessing the content.
Clearly displayed alcohol percentage (ABV) on the landing page, especially if you are advertising beverages close to the 20% threshold.
Transparent sales terms – price, delivery terms and all information relevant to the purchase decision, without exaggerated or misleading claims.
Ad content must not associate alcohol with health, driving, sporting success or social/sexual status. Such messages are prohibited both by Google’s policies and by Article 47 of the Advertising Law.

Which Google Ads Campaigns Are Now Possible in Serbia?

For brands and agencies, this effectively opens three channels:

Google Search – users who directly search for terms such as “craft beer Belgrade”, “wine gift box” or similar queries can now reach your store or point of sale directly, instead of finding you only through organic search or social media.
YouTube video ads – space for brand stories, sponsorships and tastings aimed at a confirmed adult audience.
Google Display Network – banner ads on portals and lifestyle websites in Serbia, useful for brand presence and remarketing.

If you have not previously considered Google Ads for your beverage brand because it was technically unavailable, now is the time to change that. Our team works with Google advertising and can help you set up campaigns in line with both Google’s policies and legal requirements. Otherwise, you risk having your account suspended or, worse, paying a regulatory fine.

It is also worth noting that the same rules under the Advertising Law apply regardless of platform, not only to Google Ads. If you are also planning Facebook advertising or Instagram advertising for the same brand, the obligations around age restrictions, warning messages and prohibited content remain the same. Only the platform on which these obligations apply changes.

What Is Coming on 30 September 2026?

It is worth knowing that Google is not stopping with this update. An additional revision of the alcohol advertising rules has been announced for 30 September 2026, with a single table of all approved countries and ABV limits in one place, clearer rules for mixes and equipment for making alcoholic beverages, such as home brewing kits and distillation devices, as well as more precise requirements for advertisers. If you are planning an alcohol campaign in the coming months, we recommend monitoring this change, as it may affect the specific campaign requirements.

Who Is This the Biggest Opportunity For?

This change is particularly relevant for:

beer and wine producers who were previously unable to build brand awareness through Google;
online alcohol retailers and delivery services, which can now directly target users with clear purchase intent;
hospitality venues and wine boutiques that want local advertising aimed at customers in their area;
digital marketing agencies, which now have an additional channel for clients in the beverage industry, where they were previously limited to social media and SEO.

Frequently Asked Questions

Can I Advertise Rakija on Google Ads in Serbia?

Google Ads has technically allowed this since July 2026, within its general rules for alcohol advertising. For beverages containing more than 20% alcohol, the Advertising Law allows advertising through electronic media between 23:00 and 06:00 (Article 46 paragraph 5).

What Is the Legal Age Limit for Alcohol Advertising in Serbia?

18 years. Campaigns must not target minors, either directly or indirectly through visual style or content selection.

Is an Age Gate on My Website Really Mandatory?

Yes. Google requires this as a condition for campaign approval, and Serbian law also requires that sales and advertising must not be directed at minors.

What If My Campaign Targets Both Serbia and Countries Where Alcohol Advertising Is Not Allowed?

Google will mark such a campaign as “Eligible (limited)” – ads will be shown only in approved locations, while they will be automatically excluded in all others.

Do the Same Rules Apply to Facebook and Instagram Ads for Alcohol?

The Advertising Law applies regardless of platform, so the same rules on age restrictions, warning messages and prohibited content also apply to Meta platforms. Google’s change relates solely to the technical availability of its platform for Serbia.

If you are considering launching a Google Ads campaign for your beverage brand, contact us. We help clients set up campaigns that comply with both Google’s policies and the Advertising Law from the very start.