Update to Political Content policy (January 2022)

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In January 2022, Google will update its Political Content policy to clarify that Google will no longer accept W9 forms for identity verification for US Election Ads verification.

Instead, for employer identification number (EIN) verification, Google will accept the following forms:

  • Any document, notice or letter either issued by the IRS or stamped by the IRS that states the Organisation’s name and EIN;
  • Forms submitted to the IRS, such as 8871 or 990, if available on the IRS website;
  • Certificates of Business Incorporation;
  • The most recent SEC filing;
  • Bank statements dated within the last three months;
  • Business credit reports from Experian, Equifax, TransUnion or Dun & Bradstreet.

These must all include the Organisation’s name and EIN. This change does not impact advertisers who complete identity verification for US Election Ads verification on the basis of an FEC ID number or State Elections Regulator Registration or ID number.

We will begin enforcing the policy update on 24 January.  Accounts that already have passed US Election Ads verification will not be required to submit new documentation.

(Posted on 2 December 2021)

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