Verification for election advertising in Australia

Google requires verification for advertisers who want to run election ads in Australia. 

This verification is required for all ad formats and ad extensions. The application process requires up to two steps that can take up to five working days each. See the requirements for verification below for more details.

Important note on ad disclosures

Election Ads: Google requires that all election ads contain a disclosure identifying who has paid for the ad. For most ad formats, Google will automatically generate a 'Paid for by' disclosure using the information provided during the verification process. The disclosure will display the name of the entity that paid for the ad to users who see the ad.

How the disclosure appears in different ad formats

On Google Search and the Search Partners network, the disclosure will show in ads directly.

On YouTube, the disclosure will show in the “Why this ad?” which can be accessed through the info icon or the three-dot icon

On websites and apps that partner with Google for display ads, the disclosure will show in the 'Why this ad?' feature, which can be accessed through the AdChoices icon AdChoices icon

For some ad formats and features, it’s the advertiser’s responsibility to include in-ad disclosures in Australian election ads. Learn more about the policy

To provide transparency for users, Google publishes a Political Advertising Transparency Report and a political ads library with data on funding sources for election ads, the amounts being spent and more. 

Other ads: For ads you run that aren't election ads, most ad formats will contain a disclosure using the information provided during the election advertising verification process. This means that your name, or the name of the organisation or business that you represent, and country, will be displayed in a disclosure that's automatically generated by Google. Find out more about Advertiser transparency and disclosures.

 

Requirements for verification

You can be verified to run election ads as an organisation or an individual.

  • You're an organisation if you're a political party or related entity, non-profit organisation, business or other entity.  If you need to be verified as an organisation, the 'Account type' selected for your Google Ads payment profile must be 'Business'. 
  • You're an individual if you're a natural person, sole trader or do not otherwise meet the criteria for being verified as an organisation. If you need to be verified as an individual, the 'Account type' selected for your Google Ads payment profile must be 'Individual'.

You can check your 'Account type' in your Google Ads payment profile via the 'Settings' page for 'Billing & payments'. Note that your 'Account type' can’t be modified. If your 'Account type' is 'Individual' but you need to verify as an organisation, or vice versa, we recommend that you create a new Google Ads account with the appropriate 'Account type' setting before applying for verification.

If you’re an agency or someone who manages multiple Google Ads accounts, each individual account planning to run election ads will need to apply for verification. You're required to verify the end advertiser, not the agency or intermediary acting on their behalf. For example, an agency advertising on behalf of a political party should verify as the political party. 

 

Verification for organisations

Step 1: Verify eligibility to run election ads

You must be an authorised representative for the advertiser in order to complete the two steps of this verification process. Verifying eligibility to run election ads can take up to five working days. In the application form, you’ll be asked to provide the following as the authorised representative:

  • Your Google Ads Customer ID
  • Email address: The email address used by your organisation
  • Name of advertiser: Note that this name will be visible in the ad’s 'Paid for by' disclosure, as well as in the Political Advertising on Google Transparency Report
  • Registration number: For example, your Australian Company Number or Australian Business Number (if applicable).
  • Proof of organisation: You must submit
    • A certificate of incorporation or registration, GST registration letter from the Australian Taxation Office or party extract from the Australian Electoral Commission if you're a company, partnership, registered Australian body, association, co-operative, non-profit organisation or registered political party.
    • A certificate or document from a public, government or judicial authority, such as a letter of approval from an official body; or a document establishing your organisation name and address, such as a bank/credit card statement or a utility bill if you're any other organisation type not listed above.
  • Official address: This must be an Australian address.  
  • Attestation that the authorised representative is a citizen or permanent resident of Australia.
  • Attestation that the organisation applying for verification is registered or based in Australia and legally permitted to run election ads in Australia.
  • Attestation that the organisation applying for verification has or will satisfy the appropriate disclaimer requirements under Australian law.
  • Agreement to the Google Election Advertising Terms.

Step 2: Verify your identity

Once Google verifies the advertiser's eligibility to run election ads, you’ll receive an email and an in-account notification (in a red bar at the top of the Google Ads account), that guides you through the identity verification process in Google Ads. Verifying your identity can take up to five working days. 

As noted above, you must be an authorised representative to complete this step.

To verify, you’ll be asked for the following:

  • Organisation name
  • Organisation address: This must be an Australian address.  
  • Proof of organisation: You must submit
    • A certificate of incorporation or registration, GST registration letter from the Australian Taxation Office or party extract from the Australian Electoral Commission if you're a company, partnership, registered Australian body, association, co-operative, non-profit organisation or registered political party.
    • A certificate or document from a public, government or judicial authority, such as a letter of approval from an official body; or a document establishing your organisation name and address, such as a bank/credit card statement or a utility bill if you're any other organisation type not listed above. 
  • Authorised representative name
    • Note that this must exactly match the name on the government-issued photo ID that you submit, including any capitalisation, middle name, initial or punctuation.
  • A copy of your authorised representative’s government-issued photo ID: A current Australian passport, Australian driving licence or Australian photo card. 
  • Attestation that the authorised representative is a citizen or permanent resident of Australia.
  • Attestation that the organisation applying for verification is registered or based in Australia and legally permitted to run election ads in Australia.
  • Attestation that the organisation applying for verification has or will satisfy the appropriate disclaimer requirements under Australian law.
  • Agreement to the Google Election Advertising Terms.
Verification for individuals

Step 1: Verify eligibility to run election ads

Verifying eligibility to run election ads can take up to five working days. In the application form, you’ll be asked to provide the following:

  • Your Google Ads Customer ID
  • Email address
  • Name: This name should match the name in your Google Ads payment profile (which you can view in the 'Settings' page for 'Billing & payments') and the name on the government-issued photo ID that you submit in Step 2. This name will be visible in the ad’s 'Paid for by' disclosure, as well as in the Political Advertising on Google Transparency Report.
  • Address: This must be an Australian address. 
  • Attestation that you're a citizen or permanent resident of Australia, and are legally permitted to run election ads in Australia.
  • Attestation that you have or will satisfy the appropriate disclaimer requirements under Australian law.
  • Agreement to the Google Election Advertising Terms.

Step 2: Verify your identity

Once Google verifies your eligibility to run election ads, you’ll receive an email and an in-account notification (in a red bar at the top of your Google Ads account) that guides you through the identity verification process in Google Ads.

To verify, you’ll need to provide the following in Google Ads:

  • Name: This must match the name in your government-issued photo ID. Note, this name will be visible in the ad’s 'Paid for by' disclosure, as well as in the Political Advertising on Google Transparency Report
  • Date of birth
  • Address: This should be an Australian address. 
  • A copy of your government-issued photo ID: A current Australian passport, Australian driving licence or Australian photo card may be provided as photo ID, but must be accompanied by proof of citizenship or permanent residency, such as a citizenship certificate or a copy of your permanent residency status from the VEVO system.
  • Attestation that you're a citizen or permanent resident of Australia, and are legally permitted to run election ads in Australia.
  • Attestation that you have or will satisfy the appropriate disclaimer requirements under Australian law.
  • Agreement to the Google Election Advertising Terms.

How to apply for verification

You can apply for verification using this application form. You’ll be asked to complete the steps detailed above for organisations or individuals.

Google will review your application and send you an email notification about your verification status within five working days.

Bear in mind

  • Information in the Google Ads payment profile is used for verification. If you make changes to your payment profile in Google Ads, you’ll need to complete identity verification again. You’ll receive an in-account notification when this is required.
  • If we find that you’ve violated our election advertising policy, or you’ve provided false information during the verification process, your verification will be revoked and your account may be suspended. 
  • You’ll need to renew your verification periodically. You’ll receive a notification when this verification is required,
  • If you change your account’s invoice setup, you’ll need to verify your account again to run election ads in Australia.
  • Google may update these verification requirements at any time.

How Google uses your information

With the information you provide during the verification process, Google will verify your identity and eligibility to run election ads. 

  • For election ads, Google will:
    • Generate, when possible, an in-ad disclosure that identifies who paid for your election ad. This means that your name, or the name of the organisation that you represent, will be displayed in the ad shown to users.
    • Publish a publicly available Political Advertising Transparency Report and a political ads library with data on funding sources for election ads, the amounts being spent and more.
  • For all other ads, Google will:
    • Generate, when possible, an in-ad disclosure using the information provided during the verification programme. This means that your name, or the name of the organisation or business that you represent, and country, will be displayed in a disclosure shown to users. Find out more about Advertiser transparency and disclosures.
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