Verification for election advertising in the European Union

Google requires verification for advertisers who want to run election ads in the European Union (EU). Google Ads accounts that have already been verified by Google to run election ads in the EU do not need to reapply.

This verification is required for all ad formats and extensions. The application process may require two steps and can take up to 5 business days. See the requirements for verification below for more details.

Important note for election ads

 
Google requires that all election ads contain a disclosure identifying who has 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. The disclosure will display the name of the entity that paid for the ad to users who see the ad.

How disclosure appears in different ad formats 

  • On Google Search and the Search Partner network, the disclosure will show in ads directly
  • On YouTube, the disclosure will show in “Why this ad?” which can be accessed through the info icon  or the 3-dot icon 
  • On websites and apps that partner with Google for display ads, the disclosure will show in “Why this ad?” which can be accessed through the AdChoices icon AdChoices icon

For some ad formats and features, it’s the advertiser’s responsibility to include in-ad disclosures in EU election ads. Learn more about the policy.

To provide transparency for users, Google will also publish a Political Advertising transparency report and a political ads library with data on funding sources for election ads, the amounts being spent, and more.

Requirements for verification

You can be verified to run election ads if you meet the below requirements. Note that if you’re an agency or someone who manages multiple Google Ads accounts, each separate account planning to run election ads will need to apply for verification.

Step 1: Verify eligibility to run election ads

You must be an authorized representative for your organization in order to complete the two steps of this verification process. Verifying eligibility to run election ads can take up to 5 business days. In the application form, you’ll be asked to provide the following, as the authorized representative:

  • Your Google Ads Customer ID

  • Email address: The email address used by your organization

  • Country your organization is registered in

  • Name of organization: Keep in mind that this name will be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising transparency report and the political ads library.

  • Registration number: For example, the business registration number

  • Document confirming organization name: Some examples of acceptable documents include approved election registration for an EU election (European Parliamentary Elections, Presidential, or Parliamentary Election in an EU Member State); bank, credit card, or insurance statements or letters, or leasing or mortgage documents, confirmation certificates from official government authority; receipts or copies of court or other authority rulings or decisions on registrations.

  • Official address: This must be an EU address.

  • Proof of address: A document showing proof of address must be submitted. Acceptable documents should be dated no more than one year old and include registration documents, invoices, purchase orders, utility bills, bank, credit card, or insurance statements or letters, or leasing or mortgage documents.

  • Attestation that the authorized representative is a citizen of one of the EU member states 

  • Attestation that the organization applying for verification is organized under the laws of, or based in, one of the European Union member countries and is legally permitted to run election ads in the European Union

  • Agreement to the Google Election Advertising Terms

Step 2: Verify your identity

Once Google verifies your organization’s eligibility to run election ads, you’ll receive an email and an in-account notification (in a red bar at the top of the Google Ads account), that guides you through the identity verification process in Google Ads.

As noted above, you must be an authorized representative to complete this step.

To verify, you’ll be asked for the following:

  • Organization name

  • Organization address

  • Proof of organization address: A document showing proof of address must be submitted. Acceptable documents include registration documents, invoices, purchase orders, utility bills, bank, credit card, or insurance statements or letters, or leasing or mortgage documents.

  • Registration document or number for the organization: You can provide your approved election registration for an EU election (European Parliamentary Elections, Presidential, or Parliamentary Election in an EU Member State); bank, credit card, or insurance statements or letters, or leasing or mortgage documents.

  • Authorized representative name: Note that this must exactly match the name on the government-issued photo ID you submit, including any capitalization or punctuation.

  • Authorized representative address

  • A copy of your government-issued photo ID: A current passport, EU ID card, or driver’s license issued by one of the EU member states

  • Attestation that the authorized representative is a citizen of one of the EU member states 

  • Attestation that the organization applying for verification is organized under the laws of, or based in, one of the European Union member countries and is legally permitted to run election ads in the European Union

  • Agreement to the Google Election Advertising Terms, on behalf of the organization

How to apply for verification

You can apply for verification using this application form. You’ll be asked to complete the steps detailed above for organizations.

Google will review your application and send you an email notification about your verification status within 5 business days.

 

Keep in mind

  • Because information in the Google Ads payment profile is used for verification, if you make changes to your payment profile in Google Ads, you’ll need to complete identity verification again. You’ll receive an in-account notification when this is required.

  • If we find that you’ve violated our election advertising policy or you’ve provided false information during the verification process, your verification will be revoked, and your account may be suspended.

  • You’ll need to renew your verification periodically. You’ll receive a notification when this verification is required.

  • If you change your account’s invoice setup, you’ll need to verify your account again to run election ads in the EU.

  • Google may update these verification requirements at any time.

How Google uses your information

With the information you provide during the verification process, Google will verify your identity and eligibility to run election ads.

  • For election ads, Google will:

    • Generate, when possible, an in-ad disclosure that identifies who paid for your election ad. This means your name, or the name of the organization you represent, will be displayed in the ad shown to users.

    • Publish a publicly available Political Advertising transparency report and a political ads library with data on funding sources for election ads, the amounts being spent, and more.

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