When Amazon Prime began airing ads during “Thursday Night Football” this year, beer brands were shut out, due to a policy by the streamer that prohibits alcohol ads in several countries, including the U.S. But beer brands won’t have that problem on Netflix, which debuts its ad-supported tier in the U.S. on Thursday. 

The nation’s largest brewer, Anheuser-Busch InBev, will air three beer ads, including two 15-second ads for Michelob Ultra and one 30-second spot for Bud Light. The ads were not specifically created for Netflix—they are currently running elsewhere. Molson Coors will also run Netflix ads beginning tomorrow, a spokeswoman confirmed. But AB InBev says it secured the “very first beer ad” to run on Netflix. Other beer and liquor marketers did not immediately provide details on their plans when asked by Ad Age.

The Ultra ads are from Wieden+Kennedy, while the Bud Light ad comes from DraftLine, the brewer's in-house agency.

“We’re thrilled to deepen our partnership with Netflix as we continue to find new ways to enhance the consumer experience with our brands in the entertainment space,” Spencer Gordon, the brewer's group VP of connections and DraftLine, said in a statement. “We know consumers have more and more choices when it comes to how they spend their time online, so it’s critical that we continue to evolve our playbook as we look to further integrate our brands into culture.” 

Netflix’s ad-supported tier, which launched in Mexico, Canada and other markets on Nov. 1, is called “Basic with Ads” and will go live at noon on Thursday in the U.S.. It costs $6.99 a month and will include an ad load of four to five minutes per hour, plus “some very tight frequency caps so that members don't see the same ad repeatedly,” Chief Operating Officer Greg Peters told reporters last month.

Asked about its alcohol ads policy, a Netflix representative said: "We have broad policies in place, and alcohol falls under a restricted category where advertisers must abide by local laws, regulations, and industry standards." An AB InBev representative ​​confirmed that alcohol ads will only be served to viewers ages 21 and over, based on age data collected by Netflix. The brewer said Netflix has not shared the programming on which its ads will run.

On traditional TV, beer and liquor brands have long adhered to self-regulations that govern the type of programming on which their spots can run. For instance, the Beer Institute, a beer trade group, mandates that brewers only run ads in ​​magazines, newspapers, TV, radio and digital media where adults of legal drinking age make up at least 73.6 percent of the audience.

Netflix of course straddles the line between digital and TV, but beer ad targeting could benefit from data collected from subscribers.

The World Federation of Public Health Associations has lobbied Netflix not to accept alcohol ads. In an Oct. 18 letter sent to Netflix Chairman Reed Hastings, the group stated that ​​“with strong evidence showing the link between alcohol advertising and alcohol use and, subsequently, harm, it is imperative that Netflix takes action to ensure that alcohol advertising isn’t a part of the platform.”

Amazon Prime’s policy, outlined on its website, bans wine, beer and spirits ads in the U.S., Canada, Egypt, India, Saudi Arabia and United Arab Emirates. The prohibition does not cover alcohol content featured in non-alcohol ads (such as in a movie trailer), but “ad content must not encourage, glamorize or depict excessive consumption of alcohol,” according to the website.

Disney+, which will debut its ad-supported tier in December. Disney will not accept alcohol ads. 

This story has been updated with a statement from Netflix.