Verification for election advertising in India

Google requires verification for advertisers who want to run election ads in India. Advertisers who aren't 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 working days. See the requirements for verification below for more details.

Important note on ad disclosures

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 Info icon or the three-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 India 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.

Other ads: For ads that you run that are not election ads, most ad formats will contain a disclosure using the information provided during the election advertising verification process. This means that your name, or the name of the organisation or business that you represent, and country, will be displayed in a disclosure that is automatically generated by Google. Find out more about Advertiser transparency and disclosures.

Requirements for verification

You can be verified to run election ads as a political party, business, nonprofit organisation or an individual. 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. Note that advertisers should verify the end advertiser, not the agency or intermediary acting on their behalf. For example, an agency advertising on behalf of a political party should verify as the political party.

  • You're a political party if you're registered as a political party for the Lok Sabha or Vidhan Sabha Elections, or an entity authorised 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're an existing, incorporated or registered company, trust, proprietorship, partnership or society organised under the laws of, and based in, India, or an entity authorised 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 organisation if you're a non-governmental organisation (NGO) or a charitable entity organised under the laws of, and based in, India, or an entity authorised by the nonprofit organisation 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're 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 organisation. 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 organisation, 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 doesn't 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 authorised representative for your political party in order to complete the two steps of this verification process. If applicable, an authorised 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 authorised 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 that you submit, including any capitalisation or punctuation. Bear 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 authorising 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 that you submit, including any capitalisation and punctuation. The authorised name on the NOC must exactly match the full name of the authorised representative that you enter above or, if applicable, the name of the agency representing the political party. If the authorised 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 that you entered above.

  • Attestation that you're an authorised representative of the organisation applying for verification

  • Attestation that the organisation 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 two working 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. Bear in mind that 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 authorised 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 that you submit, including any capitalisation or punctuation.

  • Your address

  • A copy of your government-issued photo ID: A current Indian passport, Permanent Account Number (PAN) card, voter ID or driving licence. Note that Aadhar cards won't be accepted.

  • Attestation that you're an authorised representative of the organisation applying for verification

  • Attestation that the organisation 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 organisation

Bear in mind that 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 that you want to run.

Verification for businesses

You must be an authorised representative for your business in order to complete the two steps of this verification process. To be an authorised 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 authorised representative:

  • Your Google Ads customer ID

  • Your name

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

  • If you're a business registered in India:

    • Business name: This must exactly match the name on the business registration document that you submit, including any capitalisation 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 that 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're not a business registered in India:

    • Business name: This must exactly match the name on the proof of address document that you submit, including any capitalisation 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 that you submit.

    • Proof of business address: You must submit a document showing proof of the business's 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 year.

  • Attestation that you're the authorised representative of the organisation applying for verification

  • Attestation that the organisation applying for verification is organised 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 two working 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. Bear in mind that 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 authorised 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 that you submit, including any capitalisation or punctuation.

  • Business address

  • Proof of business address: You must submit a document showing proof of the business's 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're a business organised, 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 that you submit, including any capitalisation or punctuation.

  • Your address

  • A copy of your government-issued photo ID: A current Indian passport, Permanent Account Number (PAN) card, voter ID or driving licence. Note that Aadhar cards won't be accepted.

  • Attestation that you're an authorised representative of the organisation applying for verification

  • Attestation that the organisation applying for verification is organised 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 organisation

Verification for nonprofit organisations

You must be an authorised representative of your nonprofit organisation in order to complete the two steps of this verification process. To be an authorised representative, you need to be a full-time employee of the nonprofit organisation or, if applicable, a representative of the agency representing the nonprofit organisation. You’ll also need access to the nonprofit organisation’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 authorised representative:

  • Your Google Ads customer ID

  • Your name

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

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

  • Nonprofit organisation name: This must exactly match the name on the proof of address document that you submit, including any capitalisation and punctuation. Bear 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 organisation address: This must match the address on the proof of address document that you submit.

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

  • Attestation that you're an authorised representative of the organisation applying for verification

  • Attestation that the organisation applying for verification is organised 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 two working days.

Step 2: Verify your identity

Once Google verifies your organisation’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. Bear in mind that 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 authorised representative for your organisation to complete this step.

You’ll verify the following in Google ads:

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

  • Nonprofit organisation address

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

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

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

  • Nonprofit organisation registration number

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

  • Your address

  • A copy of your government-issued photo ID: A current Indian passport, Permanent Account Number (PAN) card, voter ID or driving licence. Note that Aadhar cards won't be accepted.

  • Attestation that you're an authorised representative of the organisation applying for verification

  • Attestation that the organisation applying for verification is organised 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 organisation

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 that you’ll submit in Step 2 below, including any capitalisation 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 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 that 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 two working 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. Bear in mind that 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 that you’ll submit, including any capitalisation 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 Indian passport, PAN card, voter ID or driving licence. Note that Aadhar cards won't be accepted.

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

  • Agreement to the Google Election Advertising Terms

Bear 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 that 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 organisations or individuals.

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

Bear 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 that 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 that your name, or the name of the organisation that 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.

  • For all other ads, Google will:

    • Generate, when possible, an in-ad disclosure using the information provided during the verification programme. This means that your name, or the name of the organisation or business that you represent, and country, will be displayed in a disclosure shown to users. Find out more about Advertiser transparency and disclosures.

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