Other restricted businesses: Government documents and services

 

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We restrict certain kinds of businesses from advertising with us to prevent users from being exploited, even if individual businesses appear to comply with our other policies. Based on our own continuous reviews, and feedback from users, regulators, and consumer protection authorities, we occasionally identify products or services that are prone to abuse. If we feel that certain kinds of businesses pose an unreasonable risk to user safety or user experience, then we may limit or stop related ads from running.

Learn more about the Other restricted businesses policy.


The following is restricted:

Only certified governments and authorized providers may run ads that promote direct acquisition of specific government documents and services. Refer to the comprehensive list of restricted government documents and services enforced under this policy.

Government documents and services are official documents issued by the government and official services rendered by the government.

An authorized provider is an advertiser that has been given explicit permission by a government to provide a specific government document or service. To be considered an authorized provider, your domain must be linked from an official government website and explicitly referenced as authorized by that government to provide a specific government document or service.


Apply for certification

To run ads for government documents and services, advertisers must be certified by Google. To determine whether you’re impacted by this policy, review our comprehensive list of all government documents and services categories in scope of the policy.

  • Several categories have regional or business exclusions and if you believe you qualify for one of these policy exclusions, you also need to apply for certification.
  • If you have been impacted by this policy and don’t promote government documents and services, you can apply for your impacted ads to be excluded from the scope of the policy.

To complete any certification under this policy, advertisers must also complete Google’s identity verification program.

After you successfully complete the following 2-step process, a certificate will be applied to your Google Ads account and you will be able to run ads for specific government documents or services. We will notify you via email on the outcome of your application.

Step 1: Apply for certification

There are a few certification options available under this policy. Advertisers who haven’t been appropriately certified by Google won’t be able to run ads for government documents and services.

You will be required to choose the appropriate option from the following certifications, which include an option to report that your ads shouldn’t be in scope of the policy.

  • I qualify as a government provider.

Governments (federal, state, or local) may run ads that promote direct acquisition of government documents and services.

  • I qualify as an authorized, non-government provider.

Authorized providers may run ads that promote direct acquisition of government documents and services.

An authorized provider is an advertiser that has been given explicit permission by a government to provide a specific government document or service. To qualify as an authorized provider, your domain must be linked from an official government website and explicitly referenced as authorized by that government to provide a specific government document or service.

  • I qualify for a regional or business exclusion.

Advertisers promoting a specific category of documents or services in a given region or promoting a specific business may qualify for a regional or business exclusion, as defined in the comprehensive list. You don’t need to be a government or an authorized provider to run ads for that category of documents or services.

  • I believe my ads shouldn’t be in scope of this policy, as I am not promoting government documents and services.

If you have been impacted by this policy and don’t promote government documents and services, you can apply for your impacted ads to be excluded from the scope of the policy.

Follow the process to apply for certification using this form.

Step 2: Completion of Google’s advertiser identity verification program

After completion of Step 1, you’ll receive an email and an in-account notification that will guide you through the Google Ads identity verification process.

  • If you’re applying as a government provider or if you’ve already successfully completed Google’s advertiser identity verification program you’re not required to complete Step 2.
  • You can check your verification status directly in your Google Ads account on the Advertiser Verification page. It may take 5—7 business days for the verification to update in your account after you submit documentation.
  • If not yet verified, you must complete the advertiser identity verification program to be certified for government documents and services policy.

Follow the steps outlined in How to complete identity verification, which describes the process in detail including the additional documents you’ll be asked to submit. Note that the information you provide during the identity verification process must match with the business details submitted to Google in Step 1.

You may also want to review our Advertiser verification program and ad disclosures FAQ for more information.

Upon successful completion of advertiser identity verification, you’ll receive an email notification confirming you’ve been granted the selected certification. A certificate will be applied to your Google Ads account and you will be able to run ads for specific government documents or services.

Comprehensive list of restricted government documents and services

This is a comprehensive list of all categories of government documents and services enforced under the Government documents and services policy. Examples listed are non-exhaustive.

  • Ads that promote direct acquisition or access to the following government documents and services are restricted.

In addition, some regions or businesses may be excluded from policy requirements depending on the unique nature of how the documents and services are issued. If you’re promoting government documents and services ads in an excluded region or via an excluded business you don’t need to be a government or an authorized provider.

Government providers, authorized providers, and excluded advertisers must apply for certification as outlined above .

Regional identification numbers for individuals or groups

Examples: Applying for or requesting regional proof of identity, benefits identification numbers or cards, or national insurance ID

Region-specific examples include:

  • Social Security Number (SSN) in the United States
  • Personal Public Service Number (PPS) in Ireland
  • Proof of Age Card in Australia
  • Número de Identificacion Fiscal (NIF) or Número de Identidad de Extranjero (NIE) in Spain
  • CPR-nummer or personnummer in Denmark
  • Ration card in India
  • Carte d’identité in France

Birth or death certificates

Examples: Requesting a copy of one’s birth certificate or a person’s death certificate

Name or address changes

Examples: Applying for a name or address change, form editors to directly apply for a change of address

Region-specific examples include:

  • Applying for an “enrolled” deed poll in the United Kingdom

Business identifiers

Examples: Applying for a company registration number or business serial number, obtaining proof of government-certified business identification, renewing or changing a business identification number

Region-specific examples include:

  • Employer Identification Number (EIN) in the United States
  • Kbis company identification documents in France
  • Company Registration Number (CRN) in the United Kingdom
  • Registering as an employer with HM Revenue and Customs (HMRC) in the United Kingdom
  • Código de Identificación Fiscal (CIF) in Spain
  • CVR-nummer in Denmark
  • Australian business number (ABN)

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Colombia
  • Peru

Criminal background checks

Examples: Requesting a criminal background check or criminal disclosure check against an individual, requesting a certificate of conduct or a criminal record lookup for a prospective employee

Region-specific examples include:

  • Verklaring omtrent gedrag (VOG) in the Netherlands
  • Führungszeugnis in Germany
  • Disclosure and Barring Service check (DBS) in the United Kingdom
  • Extrait de casier judiciaire en France

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Argentina
  • Brazil
  • Colombia
  • Spain

Health and welfare assistance programs and benefits

Examples:

  • Applying for health benefits including healthcare, health insurance, disability aid
  • Applying to receive welfare benefits including financial assistance, unemployment benefits, food assistance, child care, housing
  • Requesting or applying for cards or identification numbers which enable users to access benefits

Region-specific examples include:

  • Community Services Card in New Zealand
  • Social Security Card in the United States

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Health insurance in Germany
  • Healthcare in Israel
  • Healthcare and health insurance in Peru

Unclaimed tax rebates

This refers to specific, intermittent tax rebates sought by people and not a complete tax refund associated with a person’s comprehensive tax assessment.

Examples: Applying to receive an unclaimed marriage tax rebate, uniform tax rebate, or a recovery rebate. Applying for a blind person's allowance, working from home allowance, or a mileage tax rebate

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Pakistan

Electronic travel visas and authorizations

Examples: Applying for a travel authorization including tourism visas or student visas, paying a reciprocity fee or payment to enter a country

Region-specific examples include:

  • Electronic System for Travel Authorization (ESTA) or Electronic Visa Update System (EVUS) in the United States
  • Electronic Travel Authorization (eTa) in Canada

Passports

Examples: Applying for or renewing a passport, paying for expedited passport processing services

Border entrance travel documents

Examples: Submitting passenger locator forms or health control forms

Region-specific examples include:

  • eTravel Card in the Philippines

U.S.-based Trusted Traveler programs

This applies to U.S.-based programs only, promoted in any country.

Examples: Applying for programs such as Global Entry, TSA PreCheck®, SENTRI, NEXUS, and FAST

Driver license

Examples: Applying for, renewing, or updating a driver’s license.

Businesses and regions excluded from this category

If you’re running ads promoting this category via a business listed below or targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Driving schools, driving lessons, and driving training providers
  • Israel
  • Italy

Public road access fees and passes

Examples: Paying for public road tolls, transportation fees, or vehicle congestion charges. Requesting or applying for emissions stickers

Region-specific examples include:

  • Ultra Low Emission Zone (ULEZ) in the United Kingdom
  • Crit’Air certificate in France
  • Vignettes/e-Vignettes, used across Europe

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Australia
  • Bangladesh
  • Brazil
  • Canada
  • Colombia
  • Israel
  • Peru
  • Taiwan

Vehicle owner registration

Examples: Applying for a car registration card or number, services that enable direct registry or renewal of a vehicle, paying fees associated with vehicle registration

Region-specific examples include:

  • Statutory Off Road Notification (SORN) in the United Kingdom
  • Vehicle Excise Duty (VED) in the United Kingdom
  • Vehicle registration card (Carte Grise) in France

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Belgium
  • Germany

License plate number

Examples: Applying for or renewing a license plate number, applying for a vehicle registration plate number.

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Belgium
  • Canada
  • Germany
  • Pakistan
  • United Kingdom

Hunting or fishing licenses

Examples: Applying for a hunting license or permit, applying for a short term fishing permit, registering for commercial fishing

Regions excluded from this category

If you’re running ads promoting this category and targeting a region listed below, you don’t need to qualify as a government or authorized provider but will still need to apply to be excluded from policy, to ensure your ads aren’t improperly disapproved for this policy.

  • Fishing licenses in France
  • Norway

Residency lotteries

Examples: Applying for a citizenship lottery, entry into a lottery to get an immigrant visa

Region-specific examples include:

  • Diversity Immigrant Visa Program (DV) or Green Card Lottery in the United States
  • Youth Mobility Scheme visa ballot system in the United Kingdom 

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