Advertisers wishing to use Google’s AdWords PPC platform for alcohol based products can now freely market their wares following changes to Google’s advertising policy. Having lifted its previous zero tolerance rule, hard alcohol and liqueurs may be advertised within Google provided that they targeted within the U.S.

Advertisers will not be permitted to advertise messages that directly promote the sale of hard alcohol and liquors but will be able to advertise based on messages from their web site such as marketing slogans and recipe ideas for cocktails.

Beer retailers face a freer reign and may directly promote the sale of their products through their AdWords campaign.

Announcing the change on their blog, Google encouraged advertisers to be creative and take advantage of the increased holiday traffic to drive sales through their web sites. The decision currently only permits alcohol themed advertising in the USA but may be rolled out in other regions in coming weeks.