Facebook Drops Whisky and Alcohol content: This is What's Going On

Thursday, 15 January 2026 at 17:03

Facebook has quietly stopped actively recommending pages related to alcohol, such as whisky. What’s going on exactly? We dug into it and break it down.

Early this month, the first reports surfaced on Facebook. Meta informed countless businesses that their content would be pushed less actively to new audiences.

According to The Northwest Wine Report, this isn’t a handful of isolated cases—hundreds of businesses have been affected. Many are based in the United States, but whisky enthusiasts and influencer accounts in Europe have also been hit.

Strikingly, Instagram seems to be spared for now.

Why is Facebook stopping the push for these accounts?

It’s unclear exactly why Meta is doing this. There are several reasons for the confusion.

For one, the notification affected accounts receive is odd. In some cases, a popup stated that platform rules weren’t being followed, without specifying which rules.

To make things stranger, those same accounts also see a notice in their Meta Business Manager that there are no violations.

Another factor fueling uncertainty is the silence from Meta itself. That leaves people to speculate based solely on these notifications.

Some sources suggest that accounts featuring alcohol must have an 18+ age restriction. Others say it makes no difference.

What’s happening to whisky accounts on Facebook?

Pages affected by Meta’s policy aren’t being removed from Facebook. Existing followers will still see the content and can continue to like and comment on it.

What’s changing is that Facebook will no longer actively recommend these pages through features like “Pages you may like” or other automated suggestions.

That means these accounts will gain new followers more slowly, and their reach will be smaller than before. For businesses like distilleries, that matters.

While the accounts will remain, companies and influencers may become less active or leave Facebook altogether. That could make the platform feel a lot less lively.

At the time of writing, Whisky Monkeys has not received any notification regarding these Facebook changes.