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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 relatedmust to alcohol has to have:include:

  • -The Text:text DRINK RESPONSIBLY.RESPONSIBLY.

  • -The Thisresponsible-drinking icon set: dontdrink2.pngno drink-driving, no drinking under 18, and no drinking during pregnancy.

Responsible-drinking icons: no drink-driving, no under 18, no drinking during pregnancy

TextScale the text and icons sizeto should be adapted byeach creative size,size. butThey it shouldmust be visible and readable without zoom.

zooming,

Note: Eskimi complies with the Ad Exchanges and countries policy. Therefore, the requirements may differ dependingincluding 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.

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.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.

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