What Legal Restrictions Must Wineries Follow in Online Advertising?

Introduction: Why Compliance Matters in Winery Advertising

For wineries, digital marketing is essential to attract new visitors, sell more bottles, and grow wine clubs. But unlike other industries, promoting alcohol online comes with strict legal requirements. From age restrictions to truthful labeling, wineries must walk a careful line between creativity and compliance.

Failing to follow these rules can result in fines, penalties, or reputational harm — all of which can be avoided with the right approach. At Marketing Empire Group, we help wineries balance engaging campaigns with the legal standards that protect both brands and consumers. Our winery marketing services are designed to keep promotions effective while fully compliant.

Key Legal Restrictions Wineries Must Follow Online

1. Age Verification Requirements

Alcohol advertising is highly regulated when it comes to age. Wineries must:

• Avoid directly targeting individuals under 21.

  
  

• Use age-gating tools on websites and social platforms to ensure ads reach legal-age audiences.

  
  

• Be mindful of imagery and messaging — content should not appeal to underage users (e.g., cartoons, youthful themes).

  
  

Most platforms, including Facebook and Instagram, provide age restriction tools that should be enabled on every ad campaign.

2. Labeling & Truth in Advertising

The Federal Trade Commission (FTC) and Alcohol and Tobacco Tax and Trade Bureau (TTB) require that all product descriptions and promotions:

• Accurately reflect the product label.

  
  

• Avoid misleading claims, especially around health benefits. For example, suggesting wine prevents illness or cures conditions could lead to serious legal issues.

  
  

3. Platform-Specific Rules

Each social and ad platform enforces its own alcohol advertising policies:

• Facebook & Instagram: Require advertisers to target only legal-age audiences and avoid content that encourages excessive consumption.

  
  

• Google Ads: Alcohol advertising policies vary by country and may limit targeting options. Wineries must review Google’s policy for each market they serve.

  
  

• TikTok: Heavily restricts or even prohibits alcohol promotion in most regions. This makes TikTok a challenging platform for wineries to leverage directly.

  
  

Knowing the rules of each platform ensures campaigns don’t get flagged, removed, or penalized.

4. Sponsorships & Influencers

Influencer marketing has become a popular tactic for wineries, but it requires careful compliance:

• Paid partnerships must be disclosed clearly (e.g., “#ad” or “Sponsored”).

  
  

• Influencers must have audiences where the majority are of legal drinking age.

  
  

• All content must align with both FTC guidelines and platform rules.

  
  

Failure to disclose sponsorships or target appropriate audiences can damage credibility and trigger legal consequences.

5. State & Federal Regulations

Beyond platform policies, wineries must also comply with U.S. federal and state-specific laws:

• State Regulations: Each state can set its own alcohol marketing rules, so wineries must understand the requirements in their operating markets.

  
  

• FTC Regulations: Require truthfulness, clear disclosures, and avoidance of deceptive advertising.

  
  

• TTB Regulations: Oversee advertising content, ensuring compliance with labeling and product description rules.

  
  

Because of this patchwork of laws, what’s acceptable in one state may not be legal in another.

Best Practices for Staying Compliant

Compliance doesn’t have to hold wineries back from effective marketing. Following best practices ensures campaigns are both creative and safe:

• Use Age-Gating Tools: Apply them on websites, e-commerce platforms, and social media to restrict underage access

  
  

• Train Teams & Partners: Ensure staff, agencies, and influencers are familiar with the do’s and don’ts of alcohol advertising.

  
  

• Maintain Records: Keep detailed archives of ad campaigns for potential audits or legal reviews.

  
  

• Follow Industry Guides: At Marketing Empire Group, we always reference compliance resources such as Wine America’s guide to social media legalities to ensure campaigns meet industry standards.

  
  

By embedding compliance into your marketing process, you reduce risk while building stronger consumer trust.

Conclusion & Call to Action

Online advertising offers wineries incredible opportunities to grow brand awareness, boost sales, and expand their wine clubs. But success requires more than creativity — it demands a strong understanding of the legal framework surrounding alcohol marketing.

By combining innovation with compliance, wineries can reach new audiences confidently while safeguarding their reputation.

Need help navigating compliance in your winery’s marketing strategy? Contact Marketing Empire Group today and let’s build campaigns that are both powerful and compliant.