Responsible Alcohol Advertising on TikTok A Brand Playbook
In collaboration with WFA & IARD
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Section 1 •
Welcome to responsible alcohol advertising on TikTok
42%
TikTok is a place where adult audiences discover and experience alcohol brands, turning inspiration into real-world action. Today, the platform influences their journey from discovery to consideration to purchase. The numbers show that it’s a modern-day tasting room.
4
discovered a new brand or type of alcohol
38%
bought alcohol in-store or online after seeing content on TikTok
Source: TikTok Marketing Science, Alcohol Path to Purchase Survey via aytm, April 2025 (US TikTok users 21+, P3M category purchasers).
42%
of alcohol buyers on TikTok have discovered a new brand or type of alcohol while on the platform
2.4x
41%
of alcohol buyers on TikTok said they use the platform to research reviews or ratings for alcohol products
sales lift – alcohol campaigns have performed way above the Food & Beverage benchmark Source: GWI; UK, Alcohol Insights, September 2025 5
S ectio n 1
•
And it’s not just alcoholic drinks. Low and no alcohol brands are having their moment too.
In Europe
75% of TikTok users are more likely to have purchased no/low alcohol wine in the last month.
58% are more likely to have purchased no/low alcohol spirits or liqueurs
Source: GWI Alcohol, Europe, adults 18+, monthly TikTok users vs non-TikTok users
6
While TikTok offers brands opportunity, alcohol advertising comes with responsibility. 7
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S ectio n 4
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Section 4
Alcohol creative best practice in ac The audience is on TikTok discovering alcohol content, and you’ve got the right controls in place. Now you need creative that hits the mark. In markets where alcohol advertising is allowed, here are some points to think about when creating content. We’ve even shot some videos to inspire you on what might work (and what might not work so well).
Please note this is general, non-exhaustive guidance on a limited selection of scenarios only, as informed by the IARD Digital Guiding Principles and some commonly restricted scenarios under laws, regulations and industry codes applicable in this area. This does not necessarily reflect TikTok’s own
standards or capture the full range of specific local market alcohol advertising requirements. This should not be taken as TikTok endorsing specific approaches or practices. Advertisers are ultimately responsible for ensuring that specific local market alcohol marketing requirements are complied with.
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Disclaimer: This playbook is the property of TikTok (including its applicable affiliates, or its or their respective directors, officers, employees, or agents), and has been prepared by TikTok solely for general informational purposes only and does not constitute legal, regulatory, or compliance advice. The guidance contained within reflects platform policies, industry principles (including the IARD Guiding Principles), and best practices as at the date of publication, all of which are subject to change. Advertisers remain solely responsible for ensuring that all alcohol marketing activity complies with TikTok's Community Guidelines, TikTok's Alcohol Restricted Ad Policy, and all applicable laws, regulations, self-regulatory codes, and Legal Purchase Age requirements in each market where content is distributed. TikTok does not make any representation or warranty, express or implied, in relation to the accuracy or completeness of the information contained in this document, and accepts no responsibility, obligation, or liability in relation to any of such information contained in this document. The examples and scenarios included are illustrative only and are not exhaustive. Nothing in this playbook guarantees approval of any campaign or content. Advertisers should seek independent legal advice and consult their TikTok representative before activating any alcohol advertising. TikTok, IARD, and the WFA accept no liability for any loss arising from reliance on this document.