Third-party policy update coming soon

Google provides translated versions of our Help Center, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.

Google third-party policy applies to third parties that purchase or manage Google advertising on behalf of their customers. This policy is different from Google Ads policies. If you use Google advertising products to advertise only your own goods and services, then our third-party policy does not apply to you.

What's changing

Google is launching a new third-party policy in November 2014. As a third-party partner, here's what you can expect from the new policy:
  • a clearer picture of what Google expects from third parties
  • more insight into why each part of the policy exists
  • more transparency around what happens if you violate the policy
  • two new requirements aimed at increasing transparency and accountability of third-party partners

New transparency requirements

Our new third-party policy includes these new transparency requirements:

Management fees
Third parties often charge a management fee for the valuable services they provide, and end-advertisers should know if they are going to be charged these fees. If you charge a management fee (separate from the cost of Google Ads or AdWords Express), let customers know. At a minimum, inform new customers in writing before each first sale and disclose the existence of this fee on customer invoices.

Google Ads or AdWords Express customer IDs
It's important for advertisers to have the ability to contact Google directly with concerns about a third-party partner. To allow Google to properly investigate and assist the advertiser, we require that you provide your customers with the customer IDs for their Google Ads or AdWords Express accounts when requested. Learn how to find an Google Ads customer ID or AdWords Express customer ID.

What this change means for you

Almost all third-party partners that comply with Google's current third-party policy will also comply with the new policy once they meet the added transparency requirements described above. We suggest that you review the new third-party policy to familiarize yourself with each of its requirements. At the same time, you should prepare your organization to respond to customer requests for their Google advertising customer IDs and proactively notify new customers of the existence of any management fees you charge for Google advertising services.

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