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Update: This policy update has been temporarily postponed for technical reasons. Please refer to the Change Log for future policy changes. (Added on 8 April 2022)
Ending Election Ads exemptions
In February 2022, the Google Ads Political content policy will be updated to eliminate existing products, services and news exemptions to Election Ads policies worldwide. We will begin enforcing the policy update on 15 February 2022.
With this policy update, ads for products, services and news will no longer be exempt from Google Election Ads policies. Advertisers wishing to promote products, services and news with ad content in scope of the policy (e.g. featuring a current candidate or officeholder) will be subject to the respective Election Ads policy, including the requirement that they apply for Election Ads verification in order to run these ads.
Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued at least seven days prior to any suspension of your account.
Please review this policy update to determine whether or not any of your ads fall in scope of the policy, and if so, ensure that you complete Election Ads verification if eligible or remove those ads before 15 February 2022.
New Election Ads serving options
Concurrent with the elimination of election ads exemptions, on 15 February 2022, we will also expand ad serving options. Presently, Election Ads can serve only in the country or region to which the ad content pertains (e.g. EU Election Ads can serve only in the EU; US Election Ads can only serve in the US) After this change, advertisers who have completed either Election Ads or Advertiser Identity verification will be eligible to serve ads in their home country or region that are in scope of an Election Ads policy pertaining to a different country or region. Advertisers will not be permitted to serve Election Ads outside of their home country or region. For example, a verified New Zealand advertiser will be eligible to run in New Zealand an ad featuring an EU candidate or officeholder, but would not be permitted to run that same ad in the EU.
This change impacts only ads serving in the advertiser’s home country or region.
Changes to Regional restrictions for
Election and Issue Ads in Canada
On 15 February 2022, Regional restrictions for Election Ads and Issue Ads in Canada will continue to exempt ads run by Canadian news organisations to promote their news coverage of an election, but will no longer exempt non-Canadian news organisations.
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least seven days prior to any suspension of your account.
Please review this policy update to determine whether or not any of your ads fall in scope of the policy, and if so, ensure that you remove those ads before 15 February 2022.
(Posted on 2 December 2021)