Political content

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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre for additional restrictions.

We support responsible political advertising and expect all political ads and destinations to comply with local legal requirements. This includes campaign and election laws and mandated election 'silence periods' for any geographic areas they target.

Google has different requirements for political and election advertising based on region.

In some regions, election ads may run only if the advertiser is verified by Google. In these regions, election ads are subject to disclosure requirements and targeting restrictions; see below for additional information. Google Ad Grants accounts are not eligible to run election ads or apply for election ads verification in these regions. Check the information under the applicable regional heading for verification and restriction information.

In other regions, there are restrictions on political ads. See below for a list of these regions and what is prohibited. There may be additional prohibitions or requirements listed in the local legal requirements policy.

If your ads contain political content that is not restricted here or by the local legal requirements for a given region, your ads may run as long as they are compliant with all other Google Ads policies and local laws and regulations.

Non-compliance with our political content policies may result in information about your account and political ads being disclosed publicly or to relevant government agencies and regulators.

Election ads

In these regions, election ads are allowed to run only if the advertiser is verified by Google. See below for how we define 'election ads' in these regions and the advertiser requirements that apply.   

To run election ads in the region to which the ad content pertains, an advertiser must be verified under that region’s Election Ads Verification process. For example, an advertiser must complete the Australia Election Ads verification process to run Australia election ads in Australia.   

To run election ads outside the region to which the ad content pertains, an advertiser must be verified under either the Election Ads verification or Advertiser Identity verification process for the region in which the advertiser is located.  For example, a UK-based advertiser must complete a UK verification process to run New Zealand election ads in any region outside New Zealand.

Australia election ads

Australia election ads are ads that feature any of the following:

  • An Australian federal political party, a candidate for the Australian House of Representatives or Senate, or a current elected federal officeholder in the Australian House of Representatives or Senate.

Below are requirements that must be met by advertisers who want to run Australia election ads.

Advertiser verification requirements for Australia election ads

Allowed with restrictions Advertisers may only run Australian election ads in Australia if the advertiser has completed Australia Election Ads verification. Learn how to apply for verification.

Allowed with restrictions Advertisers may run Australia election ads outside of Australia only if the advertiser has completed either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run Australia election ads in Australia, check that you’ve completed Australia Election Ads verification. Learn more about the verification process.
  2. If you are trying to run Australia election ads outside of Australia, check that you’ve completed either Election Ads or Advertiser Identity verification.
  3. Contact us to have your ad reviewed again, or edit your ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, but some can take longer if they require a more complex review.
  4. If you’re unable to complete the verification process, remove any ads that violate the Australia Election Ads policy.
Brazil election ads

Brazil election ads are ads that feature any of the following:

  • A political party, current elected officeholder or candidate for President, Vice President, the Federal Senate or the Chamber of Deputies.

Below are requirements that must be met by advertisers who want to run Brazil election ads.

Advertiser verification requirements for Brazil election ads

Allowed with restrictions Advertisers may run Brazil election ads in Brazil only if the advertiser completes Brazil Election Ads verification. Learn how to apply for verification.

Allowed with restrictions Advertisers may run Brazil election ads outside of Brazil only if the advertiser completes either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run Brazil election ads in Brazil, check that you’ve completed Brazil Election Ads verification. Learn more about the verification process.
  2. If you are trying to run Brazil election ads outside of Brazil, check that you’ve completed either Election Ads or Advertiser Identity verification.
  3. Contact us to have your ad reviewed again, or edit the ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, though some can take longer if they need a more complex review.
  4. If you’re unable to complete the verification process, remove any ads that violate the Brazil Election Ads policy.
European Union (EU) election ads

EU election ads are ads that feature any of the following:

  • A political party, current elected officeholder or candidate for the EU Parliament;
  • A political party, current officeholder or candidate for an elected national office within an EU member state. Examples include members of a national parliament and presidents that are directly elected; or
  • A referendum question up for vote, a referendum campaign group, or a call-to-vote related to a national referendum or a state or provincial referendum on sovereignty.

Below are requirements that must be met by advertisers who want to run EU election ads.


Advertiser verification requirements for EU election ads

Allowed with restrictions Advertisers may run EU election ads in the EU only if the advertiser completes EU Election Ads Verification. Learn how to apply for verification.

Allowed with restrictions Advertisers may run EU election ads outside of the EU only if the advertiser has completed either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run EU election ads in the EU, check that you’ve completed EU Election Ads Verification. Learn more about the verification process

  2. If you are trying to run EU election ads outside the EU, check that you’ve completed either Election Ads or Advertiser Identity verification.

  3. Contact us to have your ad reviewed again, or edit the ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, though some can take longer if they need a more complex review.

  4. If you’re unable to complete the verification process, remove any ads that violate the EU Election Ads policy.

India election ads

India election ads are ads that feature or are run by any of the following:

  • A political party, political candidate or current member of the Lok Sabha or Vidhan Sabha.

Below are requirements that must be met by advertisers who want to run India election ads.

Advertiser verification requirements for India election ads

Allowed with restrictions Advertisers may run India election ads in India only if the advertiser completes India Election Ads Verification. Learn how to apply for verification.

Allowed with restrictions During verification, advertisers who want to run India election ads in India must disclose whether they are a current member or political party of, or candidate for, the Lok Sabha or Vidhan Sabha. For these advertisers, all ads run in the verified account will be considered election ads.

Allowed with restrictions Advertisers may run India election ads outside of India only if the advertiser has completed either Election Ads or Advertiser Identity verification.
Ad pre-certificate requirement for election ads in India

Allowed with restrictionsAdvertisers that intend to run India election ads must submit for each ad a valid pre-certificate issued by the Election Commission of India (ECI) or anyone authorised by the ECI.

Note: An advertiser must first be verified by Google before submitting this pre-certificate for each ad.
 

If you’ve already been verified by Google, submit pre-certificates for your election ads here

If you're using the Display & Video 360 platform for advertising, please complete this form to meet the above requirements.
Ad pre-certificates are not required for ads run by non-political entities promoting political merchandise like T-shirts, or ads run by news organisations to promote their news coverage. Even if ad pre-certificates are not required, advertisers wishing to run India election ads must be verified by Google.
Troubleshooter
  1. If you are trying to run India election ads in India, check that you have completed India Election Ad Verification, and that you have submitted a pre-certificate for each India election ad that you want to run. Learn more about the pre-certificate process or verification process.

  2. If you are trying to run India election ads outside of India, check that you’ve completed either Election Ads or Advertiser Identity verification.

  3. Contact us to have your ad reviewed again. Most ads are reviewed within one working day, though some can take longer if they need a more complex review.

  4. If you’re unable to complete the verification process or don't have a pre-certificate, remove any ads that violate the India Election Ads policy.

Israel election ads

Israel election ads are ads that feature or are run by any of the following:

  • A political party, current elected officeholder or individual candidate for the Knesset; or,
  • A candidate list composed of one or more political parties for the Knesset.

See the requirements that must be met by all advertisers who want to run Israel election ads below.

Advertiser verification requirements for Israel election ads

Allowed with restrictions Advertisers may only run Israeli election ads in Israel if the advertiser has completed Israel Election Ads verification. Learn how to apply for verification.

Allowed with restrictions During verification, advertisers who want to run Israeli election ads in Israel must disclose whether they are a candidate, current elected officeholder, political party, or candidate list composed of one or more political parties for the Knesset. For these advertisers, all the ads run in the verified account will be considered to be election ads.

Allowed with restrictions  Advertisers who want to run Israel election ads in Israel must include disclaimers in their ads as required by Israeli law.

Allowed with restrictions Advertisers may run Israel election ads outside of Israel only if the advertiser has completed either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run Israel election ads in Israel, check that you’ve completed Israel Election Ads verification. Learn more about the verification process.
  2. If you are trying to run Israel election ads outside of Israel, check that you’ve completed either Election Ads or Advertiser Identity verification.
  3. Contact us to have your ad reviewed again, or edit your ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, but some can take longer if they require a more complex review.
  4. If you’re unable to complete the verification process, remove any ads that violate the Israel Election Ads policy. 
New Zealand election ads

New Zealand election ads are ads that feature any of the following:

  • A political party, current elected officeholder or candidate for the New Zealand Parliament; or 
  • A referendum option up for vote, a referendum option proponent or a call-to-vote once a national referendum is officially declared by an Act or Order in Council. 
Below are requirements that must be met by all advertisers who want to run New Zealand election ads.
 
Advertiser verification requirements for New Zealand election ads

Allowed with restrictions Advertisers may run New Zealand election ads in New Zealand only if the advertiser completes New Zealand Election Ads Verification. Learn how to apply for verification.

Allowed with restrictions Advertisers who want to run New Zealand election ads in New Zealand must follow New Zealand law and applicable Electoral Commission guidance related to disclaimers, including having a clear promoter statement in their ads where required. If required by law, advertisers must obtain authorisation from a political party or candidate before purchasing ads.

Allowed with restrictions Advertisers who want to run New Zealand election ads in New Zealand must comply with New Zealand law on silence periods.

Allowed with restrictions Advertisers may run New Zealand election ads outside of New Zealand only if the advertiser has completed either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run New Zealand election ads in New Zealand, check that you’ve completed New Zealand Election Ads Verification. Learn more about the verification process.
  2. If you are trying to run New Zealand election ads outside of New Zealand, check you’ve completed either Election Ads or Advertiser Identity verification.
  3. Contact us to have your ad reviewed again, or edit the ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, though some can take longer if they need a more complex review.
  4. Confirm that you are not trying to run Maori language ads. Unfortunately, Maori is not currently a supported language on Ads or DV360 and therefore, Maori language ads are not able to run. New Zealand election ads in a supported language containing a commonly used Maori word or phrase are permissible. Further information about supported languages for Google Ads can be found here and for DV360 here.
  5. If you’re unable to complete the verification process, remove any ads that violate the New Zealand Election Ads policy.
Taiwan election ads

Taiwan election ads are ads that feature any of the following:

  • A political party, current elected officeholder or candidate for the elected office of President, Vice President, member of the Legislative Yuan or the following six municipal mayoral offices: Taipei City, New Taipei City, Taoyuan City, Taichung City, Tainan City and Kaohsiung City;

Below are requirements that must be met by advertisers who want to run Taiwan election ads. 

Advertiser verification requirements for Taiwan election ads

Allowed with restrictions Advertisers may run Taiwan election ads in Taiwan only if the advertiser completes Taiwan Election Ads Verification. Learn how to apply for verification.

Allowed with restrictions Advertisers must follow Taiwanese law on disclaimers and silence periods.

Allowed with restrictions Advertisers may run Taiwan election ads outside of Taiwan only if the advertiser has completed either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run Taiwan election ads in Taiwan, check that you’ve completed Taiwan Election Ads Verification. Learn more about the verification process.
  2. If you are trying to run Taiwan election ads outside of Taiwan, check that you’ve completed either Election Ads or Advertiser Identity verification.
  3. Contact us to have your ad reviewed again, or edit your ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, though some can take longer if they need a more complex review.
  4. If you’re unable to complete the verification process, remove any ads that violate the Taiwan Election Ads policy.
United Kingdom (UK) election ads

UK election ads are ads that feature any of the following:

  • A political party, current elected officeholder or candidate for the UK Parliament; or
  • A referendum question up for vote, a referendum campaign group, or a call-to-vote related to a national referendum or a regional referendum on sovereignty

Below are requirements that must be met by advertisers who want to run UK election ads.

Advertiser verification requirements for UK election ads

Allowed with restrictions Advertisers may run UK election ads in the United Kingdom only if the advertiser completes UK Election Ads Verification. Learn how to apply for verification.

Allowed with restrictions Advertisers may run UK election ads outside of the United Kingdom only if the advertiser has completed either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run UK election ads in the UK, check that you’ve completed UK Election Ads Verification. Learn more about the verification process.
  2. If you are trying to run UK election ads outside of the UK, check that you’ve completed either Election Ads or Advertiser Identity verification.
  3. Contact us to have your ad reviewed again, or edit the ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, though some can take longer if they need a more complex review.
  4. If you’re unable to complete the verification process, remove any ads that violate the UK Election Ads policy.
United States (US) election ads

US election ads are ads that feature any of the following:

  • A current officeholder or candidate for an elected federal office. This includes federal offices such as that of the President or Vice President of the United States, members of the United States House of Representatives or United States Senate;
  • A current officeholder or candidate for a state-level elected office, such as Governor, Secretary of State or member of a state legislature;
  • A federal or state level political party; or
  • A state-level ballot measure, initiative or proposition that has qualified for the ballot in its state.

Below are requirements that must be met by advertisers who want to run US election ads.

Advertiser verification requirements for US election ads

Allowed with restrictions Advertisers may run US election ads in the United States only if the advertiser completes US Election Ads Verification. Learn how to apply for verification.

Allowed with restrictions Advertisers may run US election ads outside of the United States only if the advertiser has completed either Election Ads or Advertiser Identity verification.

Troubleshooter
  1. If you are trying to run US election ads in the United States, check that you’ve completed US Election Ads Verification. Learn more about the verification process.
  2. If you are trying to run US election ads outside the United States, check that you’ve completed either Election Ads or Advertiser Identity verification. 
  3. Contact us to have your ad reviewed again, or edit the ad. This will resubmit the ad and its destination for review. Most ads are reviewed within one working day, though some can take longer if they need a more complex review.
  4. If you’re unable to complete the verification process, remove any ads that violate the US Election Ads policy.
State and local election ads in the United States

In addition to the requirements above, there are further restrictions for state and local election ads in some US states. See details by state below.

California restrictions

The following is required of California committees that are required by California Government Code § 84504.6 (2018) to provide express notification to online platforms before purchasing “online platform disclosed advertisements” related to either California candidates for elected office or California ballot measures:

Allowed with restrictionsCalifornia committees that wish to purchase “online platform disclosed advertisements” must: (1) expressly notify Google and submit additional information about themselves for our transparency report and in-ad disclosures, and (2) verify their account.

Please submit this form to complete the express notification process. If you're using the Display Video 360 platform for advertising, please complete this form to meet the above requirements.

After completing this process, all of the ads in your account will be eligible for the disclosures required by the law. Because in-ad disclosures will appear via the “Why This Ad” icon, you may not opt out of your ads displaying this icon. For more information about this process and recommendations for account management, visit this best practices guide.

Maryland restrictions
The following is not allowed:
 Ads related to ballot measures and candidates for state and local elections
Nevada restrictions
The following is not allowed:
 Ads related to ballot measures and candidates for local elections
New Jersey restrictions
The following is not allowed:
 Ads related to ballot measures and candidates for local elections
The following is required of applicable New Jersey advertisers listed below before purchasing ads:

Allowed with restrictionsAs set forth in N.J. Stat. § 19:44A-22.3(d), before purchasing ads, the following advertisers must submit a copy of the statement of registration required to be filed with the Election Law Enforcement Commission:

A candidate committee, joint candidates committee, political committee, continuing political committee, independent expenditure committee, political party committee or legislative leadership committee, or any group other than such a committee, or any person mak[ing], incur[ring] or authoris[ing] an expenditure for the purpose of financing a communication as described in N.J. Stat. § 19:44A-22.3(a) and (b).

This step must be completed before running any ads.

Please complete this form to meet the above requirements.

New York restrictions

The following is required of independent expenditure committees in the state of New York before purchasing political ads:  

Allowed with restrictions Independent expenditure committees that wish to purchase ads related to ballot measures and candidates for New York state and local elections must inform Google that they are independent expenditure committees and submit a copy of their registration documents that have been filed with the New York State Board of Elections. 
 
Please complete this form to meet the above requirements.  
If you're using the Display & Video 360 platform for advertising, please complete this form to meet the above requirements.
Virginia restrictions

The following is required of Virginia online political advertisers who are required by Virginia Code Ann. § 24.2-960 to identify themselves to an online platform as an online political advertiser and certify to the online platform that they are permitted under state and local laws to lawfully purchase or promote for a fee online political advertisements:

Allowed with restrictionsVirginia online political advertisers who wish to purchase 'online political advertisements' must: (1) identify themselves to Google as an online political advertiser; (2) certify to Google that they are permitted under state and local laws to lawfully purchase or promote for a fee online political advertisements; and (3) verify their account.

Please submit this form to complete the self-identification and self-certification process.

Washington restrictions
The following is not allowed:
 Ads related to ballot measures and candidates for state and local elections
To report or request additional information about an ad that violates this policy, please complete our Washington Election Ads Information Request Form.
Seattle restrictions

The following is not allowed:

 Ads that appeal, directly or indirectly, for votes or for financial or other support in any election campaign, or that communicate a message relating to any political matter of local importance, including legislation or an elected official’s position on legislation

Restricted targeting for election ads

Only the following criteria may be used to target election ads:

Green checkmark, allowed Geographic location (except radius around a location)

Green checkmark, allowed Age, gender

Green checkmark, allowed Contextual targeting options, such as ad placements, topics, keywords against sites, apps, pages and videos

All other types of targeting are not allowed for use in election ads.

Disclosure requirements for election advertising

All election ads run by verified election advertisers in regions where election ads verification is required must contain a disclosure that identifies who 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. Please note that this disclosure is not a replacement for any other disclosures you may be required to include in your ad by law.

Allowed with restrictions For the following ad formats and features available across Google, the advertiser is responsible for including a 'Paid for by' disclosure directly in the ad, followed by the name of the organisation or individual paying for the ad. For visual formats, the disclosure must be visible at all times and be of a sufficient size to be legible to an average viewer. For audio-only formats, the disclosure must be substantially similar in pitch, tone and speed to the rest of the ad.

Please note that this disclosure is not a replacement for any other disclosures you may be required to include in your ad by law.

Regional Restrictions

In these regions, there are restrictions on political ads. See below for a list of these regions and what is prohibited for each region. There may be additional prohibitions or requirements listed in the local legal requirements policy.

Canada
Canada election ads

In Canada, during an election period regulated by the Canada Elections Act, the following is not allowed on Google platforms:

Not allowed Ads that feature a federal political party, the leader of a federal political party, or a current member or candidate (including nomination contestant) for member of the Parliament of Canada.

Note: This policy does not apply to ads run by Canadian news organisations to promote their news coverage of an election. Nor does this policy include ads promoting public health guidance related to COVID-19 or information about electoral processes run by official federal government ministries, departments or agencies (e.g. civic participation ads run by Elections Canada).

Canada issue ads

In Canada, during an election period regulated by the Canada Elections Act, the following is not allowed on Google platforms:

Not allowed Ads that feature an issue with which a federal political party, current member or candidate for member of the Parliament of Canada is associated.

Note: This policy does not apply to ads run by Canadian news organisations to promote their news coverage of an election. Nor does this policy include ads promoting public health guidance related to COVID-19 or information about electoral processes run by official federal government ministries, departments or agencies (e.g. civic participation ads run by Elections Canada).

Troubleshooter
  1. If your ads are disapproved and you believe this to be an error (e.g. you are a Canadian news organisation promoting your news content and you have chosen Canada as the selected country in your Google Ads payments profile), you can contact us to have your ad reviewed again, or you can directly edit the ad. Editing the ad will resubmit the ad and its destination for review.
  2. If you’re unable to meet the above-mentioned news exemption criteria, remove any content that violates regional restrictions from the ad.
France

In France, the following will be prohibited on Google platforms during the time period beginning three months before the first day of the month during which a general election is to be held, and ending when the election is over:

Ads containing informational content relating to a debate of general interest.

This does not include ads run by official government communication bodies (i.e., the Service d’information du Gouvernement) promoting public health guidance related to the COVID-19 crisis or information about electoral processes.

Philippines

In the Philippines, the following is not allowed on Google platforms during an election campaign period or a silence period regulated by the Commission on Elections.

Not allowed Ads that promote or oppose any political party or the candidacy of any person or party for public office.

Singapore

In Singapore, the following are prohibited on Google platforms:

Ads that influence or seek to influence:
  • The outcome of an election to the office of President, a general election of Members of Parliament, a by-election of any Member of Parliament, or a referendum;
  • Public opinion on a matter which in Singapore is a matter of public interest or public controversy, with key examples being those relating to race or religion; or
  • The legislative process or outcome in Singapore, or bring about, or seek to bring about, changes of the law in the whole or a part of Singapore.
Ads that promote the interests of a political party or other group of persons organised in Singapore for political objects.
 

Note: Public service announcements from government ministries, statutory boards and organs of state to publicise or disseminate information on national policies, projects and/or institutions are not prohibited under this policy. In this regard, information regarding national policy announcements at events such as the National Day Rally and Budget also are not prohibited under this policy.

If you are acting on behalf of government ministries, statutory boards or organs of state to disseminate such public service announcements, you can apply here.

South Korea

In South Korea, the following is prohibited on Google platforms:

Ads featuring political candidates or parties for elected offices of South Korea.

Need help?

If you have questions about our policies, let us know: Contact Google Ads Support
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