Requirements for Alcohol Creatives

Alcohol is a restricted category. This page lists what every alcohol creative must include, what to prepare before launch, and which formats work best, so the campaign can be approved and start delivering without delays.

Mandatory Elements on Every Creative

All alcohol creatives must include:

• The text DRINK RESPONSIBLY.

• The responsible-drinking icon set: no drink-driving, no drinking under 18, and no drinking during pregnancy.

Scale the text and icons to each creative size. They must be visible and readable without zooming, including on the smallest banner sizes.

Before the Campaign Starts

• Alcohol campaigns run only in markets where alcohol advertising is legal, and need Eskimi's approval before launch. Approval is given per country.

• The advertiser is responsible for any licences needed and for following local rules on disclaimers and age limits. Eskimi may ask for proof.

• Requirements differ by country and by ad exchange, and local rules may ask for more than the elements above. Check with your Eskimi account manager before preparing creatives.

Eskimi follows each country's and each ad exchange's alcohol policy. See Eskimi DSP Policies for Advertising Partners and Advertising Policies: Ad Exchanges.

Targeting

• Target only users of legal drinking age in each market, and never users under 18.

• We recommend excluding the unknown age group.

Recommended Creatives

Not all ad exchanges accept alcohol ads, so inventory is smaller than for other categories. To reach as many placements as possible:

• Prepare several creative sizes.

• Use standard banners, rich media or video (IBV or VAST).

Creative Checklist

1. "DRINK RESPONSIBLY" is on every creative.

2. The three icons are on every creative.

3. The text and icons are readable on the smallest size.

4. Local requirements for each targeted country are checked.

5. Several sizes are ready.

Summary

Every alcohol creative needs the "DRINK RESPONSIBLY" text and the responsible-drinking icons, readable at every size. Alcohol campaigns need approval per country, so check the local rules with your account manager early and prepare several sizes to make the most of the available inventory.