Advertiser & Content Guidelines

Last Modified: 11/11/2025

Pour Now connects consumers with the smartest way to buy wine, spirits, beer, and RTDs - from licensed retailers, via producer-enabled sales (DTC), delivery, curbside pickup, and more - in a legal, safe, and transparent way.

These guidelines describe what is and is not allowed in marketing, product listings, creative assets, brand pages, landing pages, and any other content you provide to Pour Now to promote your brand(s), products, or retail availability ("Content").

By submitting Content to Pour Now, or running paid placement/amplification through Pour Now, you agree to follow these rules. Pour Now reserves the right to interpret and enforce these guidelines at our sole discretion. We may update these guidelines at any time.

If you see Content on Pour Now that violates these guidelines, please report it to help@pour.now.

If we determine Content or behavior violates these guidelines, we may reject, remove, hide, down-rank, restrict eligibility for promotion, suspend campaigns, suspend accounts, or terminate access.

You are solely responsible for the content you submit, including legal compliance in every jurisdiction where you ask us to show it.

1. Core Principles

1.1 Safety First

Pour Now will not distribute Content that promotes or instructs harm to people, minors, or animals, or Content that encourages illegal activity.

1.2 Respect Others

We do not tolerate harassment, hate, abusive targeting, or content designed to intimidate or humiliate individuals or groups based on protected characteristics.

1.3 Be Authentics

Your brand, your claims, your offers, your availability, and your product details must be accurate, not deceptive, and not designed to trick consumers.

1.4 Follow the Law

Alcohol is highly regulated. We will not run Content that attempts to market alcohol in ways that violate applicable law, including marketing to underage consumers or implying illegal fulfillment.

1.5 Consumer Trust

Pour Now exists to help a consumer choose where and how to buy- not to confuse them, not to redirect them to unsafe or exploitative environments, and not to harvest their data without clarity. Content that breaks consumer trust will not be published.

2. Safety, Harm, and Illegal Activity

You may not submit Content that:

• Promotes, glorifies, or instructs violence, self-harm, suicide, or physical harm to yourself or others.
• Threatens others with death, injury, harassment, or property damage.
• Encourages intimidation, coordinated harassment, or "dogpiling."
• Encourages drunk driving, binge drinking, consumption to the point of harm, or unsafe alcohol use.
• Encourages illegal activity, including the illegal sale, shipment, or delivery of alcohol into jurisdictions where you are not licensed to sell.
• Describes, coordinates, or instructs criminal behavior, including fraud, hacking, trafficking, or evasion of law enforcement.
• Depicts graphic violence or shocking imagery intended to disturb.

We will remove and/or refuse any Content that attempts to position alcohol as a tool for self-harm, revenge, intimidation, or coercion.

Minors / Underage Audience

Absolutely no Content may:

• Depict, sexualize, or exploit minors (including fictionalized/animated minors).
• Show people who are or appear to be under the legal drinking age consuming alcohol.
• Target underage audiences or encourage them to obtain alcohol.
• Request or share identifying info from minors.

We reserve the right to request age-verification for any models/talent appearing in your creative.

3. Hate, Harassment, and Abusive Conduct

We do not allow Content that attacks, threatens, humiliates, or promotes hatred against people or groups based on protected characteristics, including (but not limited to): race, ethnicity, national origin, religion, caste, disability, disease, age, veteran status, immigration status, gender, gender identity, sexual orientation, or any protected class.

Disallowed examples:

• Calls for violence, exclusion, or segregation of a protected group.
• Slurs or derogatory stereotypes targeting a protected group.
• Dehumanizing comparisons directed at a protected group.
• "Jokes" whose purpose is to degrade a protected group.

We also do not allow harassment targeting specific private individuals, including:

• Bullying, coordinated pile-ons, or attempts to publicly shame.
• Mocking someone's appearance, health, income, or personal tragedy.
• Targeted deadnaming / misgendering meant to harass.
• Doxing: publishing personal contact info, home address, personal email, private phone numbers, or location in order to threaten, shame, intimidate, or endanger.

4. Privacy and Personal Information

You may not submit Content that:

• Reveals someone's private or sensitive personal information (home addresses, personal phone numbers, personal emails not already public in a professional context, financial info, medical info, non-public internal communications) without explicit permission.
• Shares screenshots, recordings, or transcripts of private communications without consent of all parties, unless the material is already lawfully public and clearly newsworthy.
• Tracks or exposes real-time location of a private individual.

You may not encourage others to obtain or share such information.

We may allow use of publicly available business information (e.g. "Available at Tony's Wine Shop, 123 Main Street, Napa") when that retailer is part of your legal route to market.

5. Adult / Sexual Content

Pour Now is an alcohol commerce platform, not an adult content marketplace.

We do not allow:

• Pornographic content whose primary purpose is sexual arousal.
• Explicit sexual imagery.
• Sexual content involving non-consenting behavior.
• Sexualization of minors (including fictionalized/animated minors).

We may allow:

• Mature lifestyle imagery (e.g. adults at dinner with cocktails).
• Sensual tone used in brand voice.
• Implied romance.

We reserve the right to reject images that are overtly sexual, gratuitously suggestive, or likely to cause automatic age-gating or regulatory issues.

Do not include nudity in profile images or brand logos submitted to Pour Now.

6. Alcohol-Specific Compliance

This is unique to Pour Now and not optional.

You may NOT submit Content that:

• Suggests alcohol consumption is required for social acceptance, attractiveness, or succesS.
• Targets people below the legal drinking age in any jurisdiction where you want your Content shown.
• Encourages drinking while driving or boating, or mixes alcohol with dangerous activities.
• Implies medical, performance, or therapeutic claims.
• Misrepresents your license status, shipping permissions, delivery legality, or retailer availability.
• Implies direct-to-consumer sales in states where you are not permitted to sell direct.
• Suggests that Pour Now- or you - personally sells, ships, or takes payment for alcohol in any way that violates the Three-Tier System or any other state/federal rule.

We can (and will) ask you to verify that:

• You are legally allowed to promote fulfillment options in the territories you're targeting.
• The retailers you list are actually in-stock or recently in-stock.
• The price and availability data you provide is accurate to the best of your knowledge.

If you intentionally misrepresent information about availability, pricing, or fulfillment, we reserve the right to remove the Content. Repeated or intentional deception may get you suspended from the platform.

7. Authenticity, Truthfulness, and No Impersonation

7.1 No Impersonation

You may not pretend to be another brand, retailer, distributor, publication, or public figure. You may not use Pour Now brand assets in a way that implies Pour Now is endorsing your product unless we've explicitly given written approval.

Parody/satire in creative is allowed, but it must be obvious in both visuals and copy that it's parody/satire, and it cannot confuse consumers about what they're actually buying.

7.2 Claims and Offers Must Be Real

All pricing claims, "in stock near you," "limited drop," "fastest delivery," "lowest price," promo codes, etc. must be:

• Current
• Substantiated
• Legal for that territory
• Not deceptive or bait-and-switch

"Fastest delivery" can't mean "if you live in one special ZIP code and order before 10am under a full moon." If an offer is geographically limited, that limitation must be clear.

7.3 No Fraud / Scams

We do not allow:

• Phishing links
• Financial scams
• Fake giveaways or sweepstakes
• Fundraising that misrepresents where the money goes
• Content designed to trick consumers into providing payment or personal info in an unsafe or unclear way

8. Spam, Manipulation, and System Abuse

We do not allow:

• Content whose main purpose is to drive traffic elsewhere with no real value to the consumer (for example: a "listings page" that's just 100 links to random affiliate destinations).
• Repetitive, low-effort, cloned creative spammed across multiple products or SKUs simply to capture search impressions.
• Automated or bulk behavior meant to game Pour Now ranking, visibility, or retailer preference.
• Paid bots, paid reviews, paid engagement, or any artificial inflation of interest.
• Attempts to reverse-engineer or exploit Pour Now systems, rate limits, scraping protections, or retailer integrations.

We may throttle, hide, or fully suspend Content that behaves like spam even if it does not violate any single specific rule above. Our judgment here is final.

9. Intellectual Property and Rights

By submitting Content to Pour Now, you represent that:

• You own it, or
• You have full rights/licenses to use it this way, including photography, logos, music, likenesses, taglines, and trademarks, and
• You are not infringing anyone else's copyright, trademark, patent, publicity right, or other protected interest.

We do not allow:

• Plagiarism (passing off someone else's words, creative, or product shots as your own).
• Use of retailer logos, partner marks, celebrity likenesses, or endorsements without permission.
• Uploading watermarked creative you don't have the right to repurpose.

If we receive a proper IP complaint, we may remove the Content and/or suspend the associated campaign or account.

10. Data Use, Tracking, and Consumer Privacy

Consumers trust Pour Now to help them buy, not to get secretly harvested.

You may not:

• Embed pixels, trackers, or scripts in creative or copy you deliver to us for hosting.
• Request that we capture user emails, phone numbers, payment info, or any personally identifiable information directly within data that Pour Now surfaces for you.
• Attempt to collect data from minors.
• Use Pour Now to build covert audience lists for retargeting without disclosure.

If we link out to you (for example, "Buy from Winery" or "Buy Delivery from Retailer X"), then:

• You must clearly disclose on your destination page that the consumer is now leaving Pour Now.
• You must comply with applicable privacy law (CCPA, GDPR, etc.).
• You must clearly state how you will use any personal data you collect.

You are responsible for compliance with all consumer protection, alcohol marketing, and data privacy laws.

11. Political, Public Safety, and Crisis Information

We do not allow Content with:

• False or misleading information intended to suppress lawful voting or civic participation.
• Instructions for violence, intimidation, or harassment of government officials, agencies, or private citizens.
• False emergency or public safety claims likely to produce panic or real-world harm.

We may allow factual, good-faith discussion of alcohol law, distribution policy, public health, lobbying, legislative change, etc., including criticism of those systems - as long as it does not cross into harassment, targeted hate, or calls for violence.

12. Enforcement

Pour Now may take one or more of the following actions, at our discretion, without notice:

• Reject or remove specific assets (copy, image, video).
• Remove a SKU, product page, or retailer listing.
• Pause or end a campaign.
• Limit visibility (for example, stop surfacing in certain ZIP codes or channels).
• Require edits or substantiation (e.g. age-gate, license proof, compliance documentation).
• Suspend or terminate advertiser/brand/agency accounts, and block future submissions.

Repeated or serious violations - especially around illegal targeting (minors, restricted states), hate, harassment, fraud, or safety -can lead to immediate suspension.

If we believe notifying you would create additional harm (e.g. doxing, active threat), we may act without prior notification.

13. Appeals

If you believe we made an enforcement mistake, you can email help@pournow.com with:

1. The asset or SKU affected
2. The campaign / placement
3. Why you believe it complies
4. Any supporting documentation (licenses, age verification, substantiation for claims, etc.)

We'll review good faith appeals. Our decision after review is final.

14. Changes to These Guidelines

We will continue evolving these guidelines as laws, safety standards, and commerce rules change. We may update them at any time.

By continuing to submit Content to Pour Now, you agree to the most current version.

15. Quick Checklist for Brands and Agencies

Before you send creative to Pour Now, confirm:

• Everyone shown is 25+ and appears 25+.
• No drinking while driving, boating, working heavy machinery, etc.
• No "you need alcohol to belong / be attractive / be confident / solve problems."
• Age targeting is legal for the geography you're asking us to run in.
• All pricing, promotions, and "available near you" claims are real and current.
• You have the right to use every logo, photo, face, and word in the creative.
• No hate. No harassment. No intimidation. No doxing.
• No hidden trackers, phishing, scams, or bait-and-switch tactics.
• No directing consumers into illegal purchase flows.

If your Content can't check all of those boxes, we will not run it.