Verification for election advertising in India

Google requires verification for advertisers who want to run election ads in India. Advertisers who are not already verified must initiate the verification process before running any election ads in India.

This verification is required for all ad formats and extensions. The application process may require two steps and can take up to 3-5 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 this verification process. The disclosure will display your organization name or individual name to users who see your 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 add in-ad disclosures to election ads in India. Check the policy to learn more.  

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 as a political party, business, nonprofit organization, or an individual. Note that if you’re an agency or someone who manages multiple Google Ads accounts, each individual account planning to run election ads will need to apply for verification.

  • You're a political party if you are registered as a political party for the Lok Sabha or Vidhan Sabha Elections, or an entity authorized by the political party to run election ads on its behalf (for example, an advertising agency). For verification, the “Account type” selected for your Google Ads payment profile must be “Business.”

  • You’re a business if you are an existing, incorporated, or registered company, trust, proprietorship, partnership, or society organized under the laws of, and based in, India, or an entity authorized by the business to run election ads on its behalf (for example, an advertising agency). For verification, the “Account type” selected for your Google Ads payment profile must be “Business.”

  • You’re a nonprofit organization if you are a non-governmental organization (NGO) or a charitable entity organized under the laws of, and based in, India, or an entity authorized by the nonprofit organization to run election ads on its behalf (for example, an advertising agency). For verification, the “Account type” selected for your Google Ads payment profile must be “Business.”

  • You’re an individual if you are a political candidate, a current member of the Lok Sabha or Vidhan Sabha, or if you don’t meet the criteria for being verified as a political party, business, or nonprofit organization. If you need to be verified as an individual, the “Account type” selected for your Google Ads payment profile must be “Individual.”

Here are some Google Ads account requirements to keep in mind:

  • Account’s billing country and currency

    • Your Google Ads account must have India as its billing country and Indian Rupee (₹) as the billing currency.

  • Account type requirement for Google Ads payment profile

    • If you need to be verified as a political party, business, or nonprofit organization, the “Account type” selected for your Google Ads payment profile must be “Business.”

    • If you need to be verified as an individual, the “Account type” selected for your Google Ads payment profile must be “Individual.”

     Learn how to check your Google Ads payment profile account type.

Note that your account’s billing country, current currency setting, and payment profile “Account type” can’t be modified. If your Google Ads account does not meet the requirements above, we recommend that you create a new Google Ads account that meets the requirements above.

 

Verification for political parties

You must be an authorized representative for your political party in order to complete the two steps of this verification process. If applicable, an authorized representative can also be a representative of the agency representing the political party. You’ll also need access to the political party’s Google Ads account.

Step 1: Verify eligibility to run election ads

In the application form, you’ll be asked to provide the following, as the authorized representative:

  • Your Google Ads customer ID

  • Your name

  • Email address: Provide an email address where Google can reach you.

  • Name of political party: This must exactly match the political party’s name in the political party registration document you submit, including any capitalization or punctuation. 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.

  • Political party registration document: You must submit a political party registration document. Acceptable documents include a Registration Certificate or founding documents of the political party.

  • No Objection Certificate (NOC) from the political party. The NOC must be on the letterhead of the political party authorizing you to run election ads on behalf of the political party. The political party’s name in the NOC must exactly match the name in the political party registration document you submit, including any capitalization and punctuation. The authorized name on the NOC must exactly match the full name of the authorized representative you enter above, or if applicable, the name of the agency representing the political party. If the authorized name on the NOC is that of an agency, this name must exactly match the name in the Google Ads payment profile associated with the customer ID you entered above.

  • Attestation that you are an authorized representative of the organization applying for verification

  • Attestation that the organization applying for verification is registered in India and is legally permitted to run election ads in India

  • Agreement to the Google Election Advertising Terms

Verifying eligibility to run election ads can take up to 2 business days.

Step 2: Verify your identity

Once Google verifies your political party’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. Keep in mind, once we send you an email and show the in-account notification, you’ll have 60 days to complete the identity verification process in Google Ads.

As noted above, you must be an authorized representative for your political party to complete this step.

You’ll verify the following in Google Ads:

  • Political party name

  • Political party’s address

  • Political party registration number

  • Your name: This name must exactly match the name shown on the government-issued photo ID you submit, including any capitalization or punctuation.

  • Your address

  • A copy of your government-issued photo ID: A current India passport, Permanent Account Number (PAN) card, Voter ID, or driver’s license. Note that Aadhar cards will not be accepted.

  • Attestation that you are an authorized representative of the organization applying for verification

  • Attestation that the organization applying for verification is registered in India and is legally permitted to run election ads in India

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

Keep in mind, when you choose to verify as a political party, all ads in your Google Ads account will be classified as election ads in India. This means that your ads will need to comply with Google Ads’ policy for election ads in India, which requires that you also submit a pre-certificate for every election ad you want to run.

Verification for businesses

You must be an authorized representative for your business in order to complete the two steps of this verification process. To be an authorized representative, you need to be a full-time employee of the business, or if applicable, a representative of the agency representing the business. You’ll also need access to the business’s Google Ads account.

Step 1: Verify eligibility to run election ads

In the application form, you’ll be asked to provide the following, as the authorized representative:

  • Your Google Ads customer ID

  • Your name

  • Email address: Provide an email address where Google can reach you.

  • If you are a business registered in India:

    • Business name: This must exactly match the name on the business registration document you submit, including any capitalization or punctuation. This name will also be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising transparency report and the political ads library.

    • Business Registration Number: This is the Corporate Identification Number (CIN), which is a unique alphanumeric number issued by the Registrar of Companies (ROC) to companies incorporated in India. This must exactly match the CIN on the business registration document you submit.

    • Business registration document: You must submit a business registration document. Acceptable documents include your business’s certificate of incorporation, society registration document, trust deed, or partnership deed or agreement.

  • If you are not a business registered in India:

    • Business name: This must exactly match the name on the proof of address document you submit, including any capitalization and punctuation. This name will also be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising transparency report and the political ads library.

    • Business address: This must match the address on the proof of address document you submit.

    • Proof of business address: You must submit a document showing proof of the business’ address. Acceptable documents include a utility bill, or a bank or credit card statement in the name of the business. It must be dated within the last 1 year.

  • Attestation that you are the authorized representative of the organization applying for verification

  • Attestation that the organization applying for verification is organized under the laws of, and based in, India and is legally permitted to run election ads in India

  • Agreement to the Google Election Advertising Terms

Verifying eligibility to run election ads can take up to 2 business days.

Step 2: Verify your identity

Once Google verifies your business’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. Keep in mind, once we send you an email and show the in-account notification, you’ll have 60 days to complete the identity verification process in Google Ads.

As noted above, you must be an authorized representative for your business to complete this step

You’ll verify the following in Google Ads:

  • Business name: This must exactly match the name on the business registration document you submit, including any capitalization or punctuation.

  • Business address

  • Proof of business address: You must submit a document showing proof of the business’ address. Acceptable documents include a utility bill, a bank or credit card statement, an insurance statement, or tax returns in the name of the business.

  • Business registration document: If you’re a business that’s registered under the laws of India, you must submit a business registration document. Acceptable documents include your business’s certificate of incorporation, society registration document, trust deed, or partnership deed or agreement. If you are a business organized, but not registered, under the laws of India, you can submit a utility bill.

  • Business Registration Number: This is the Corporate Identification Number (CIN), which is a unique 21 digit alphanumeric number issued by the Registrar of Companies to companies incorporated in India. You don’t need to enter anything here if you’re not registered under the laws of India.

  • Your name: This name must exactly match the name shown on the government-issued photo ID you submit, including any capitalization or punctuation.

  • Your address

  • A copy of your government-issued photo ID: A current India passport, Permanent Account Number (PAN) card, Voter ID, or driver’s license. Note that Aadhar cards will not be accepted.

  • Attestation that you are an authorized representative of the organization applying for verification

  • Attestation that the organization applying for verification is organized under the laws of, and based in, India and is legally permitted to run election ads in India

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

Verification for nonprofit organizations

You must be an authorized representative for your nonprofit organization in order to complete the two steps of this verification process. To be an authorized representative, you need to be a full-time employee of the nonprofit organization, or if applicable, a representative of the agency representing the nonprofit organization. You’ll also need access to the nonprofit organization’s Google Ads account.

Step 1: Verify eligibility to run election  ads

In the application form, you’ll be asked to provide the following, as the authorized representative:

  • Your Google Ads customer ID

  • Your name

  • Email address: Provide an email address where Google can reach you.

  • Purpose of nonprofit organization: This is the purpose or mission of your nonprofit organization.

  • Nonprofit organization name: This must exactly match the name on the proof of address document you submit, including any capitalization and punctuation. Keep in mind that this name will also be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising transparency report and the political ads library.

  • Nonprofit organization address: This must match the address on the proof of address document you submit

  • Proof of nonprofit organization address: You must submit a document showing proof of the nonprofit organization’s address. Acceptable documents include a registration document, utility bill, or a bank or credit card statement in the name of the nonprofit organization. It must be dated within the last 1 year.

  • Attestation that you are an authorized representative of the organization applying for verification

  • Attestation that the organization applying for verification is organized under the laws of, and based in, India and is legally permitted to run election ads in India

  • Agreement to the Google Election Advertising Terms

Verifying eligibility to run election ads can take up to 2 business days.

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. Keep in mind, once we send you an email and show the in-account notification, you’ll have 60 days to complete the identity verification process in Google Ads.

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

You’ll verify the following in Google ads:

  • Nonprofit organization name: This must exactly match the name on the nonprofit registration document you submit, including any capitalization or punctuation.

  • Nonprofit organization address

  • Purpose of the nonprofit organization: This is the purpose or mission of your nonprofit organization.

  • Proof of nonprofit organization address: You must submit a document showing proof of the nonprofit organization’s address. Acceptable documents include a registration document, utility bill, or bank or credit card statement in the name of the nonprofit organization.

  • Nonprofit organization registration document: Acceptable documents include the nonprofit organization’s society registration document, trust registration document, or utility bill.

  • Nonprofit organization registration number

  • Your name: This name must exactly match the name shown on the government-issued photo ID you submit, including any capitalization or punctuation.

  • Your address

  • A copy of your government-issued photo ID: A current India passport, Permanent Account Number (PAN) card, Voter ID, or driver’s license. Note that Aadhar cards will not be accepted.

  • Attestation that you are an authorized representative of the organization applying for verification

  • Attestation that the organization applying for verification is organized under the laws of, and based in, India and is legally permitted to run election ads in India

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

Verification for individuals

Step 1: Verify eligibility to run election ads

In the application form, you’ll be asked to provide the following:

  • Your Google Ads customer ID

  • Name: This name must exactly match the name in your Google Ads payment profile (which you can view in the “Settings” page for “Billing & payments”). It must also exactly match the name shown on the government-issued photo ID you’ll submit in Step 2 below, including any capitalization or punctuation.

  • Email address: Provide an email address where Google can reach you.

  • Identification as a political candidate for the Lok Sabha or Vidhan Sabha Elections: You’ll be asked whether you’re a political candidate for the Lok Sabha or Vidhan Sabha Elections. Note that if you answer yes, and and you choose to be verified by Google as a political candidate, all ads in your Google Ads account will be classified as election ads in India. This means that your ads will need to comply with Google Ads’ policy for election ads in India, which requires that you also submit a pre-certificate for every election ad you want to run.

  • Attestation that you’re legally permitted to run election ads in India

  • Agreement to the Google Election Advertising Terms

Verifying eligibility to run election ads can take up to 2 business days.

Step 2: Verify your identity

Once Google verifies your eligibility to run election ads, you’ll receive an email and an in-account notification (in a red bar at the top of your Google Ads account) that guides you through the identity verification process in Google Ads. Keep in mind, once we send you an email and show the in-account notification, you’ll have 60 days to complete the identity verification process in Google Ads.

You’ll verify the following in Google Ads:

  • Name: This will be the name in your Google Ads payment profile, and must exactly match the name shown on the government-issued photo ID you’ll submit, including any capitalization or punctuation. Note that this name will be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising transparency report and political ads library.

  • Date of birth

  • Address: This will be the address in your payment profile.

  • A copy of your government-issued photo ID: A current India passport, PAN card, Voter ID, or driver’s license. Note that Aadhar cards are not accepted.

  • Attestation that you’re legally permitted to run election ads in India

  • Agreement to the Google Election Advertising Terms

Keep in mind, when you choose to verify as a political candidate or a current member of the Lok Sabha or Vidhan Sabha, all ads in your Google Ads account will be classified as election ads in India. This means that your ads will need to comply with Google Ads’ policy for election ads in India, which requires that you also submit a pre-certificate for every election ad you want to run.

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 political parties, businesses, nonprofit organizations, or individuals.

Google will review your application and send you an email notification about your verification status within 3 to 5 business days.

Keep in mind

  • 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 India.
  • 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:

    • Generate, when possible, an in-ad disclosure that identifies who paid for your election ad. This means your political party, nonprofit organization, business name or your individual name will be displayed in the ads 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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