About verification

To ensure a safe and trustworthy ad experience for users, we may require advertisers to complete a verification program. Advertisers must also comply with Google Ads policies.

Below are some examples of the verification programs we may require you to complete. A more detailed list can be found here. Learn about what happens if you violate our policies.

Advertiser identity

To increase transparency for users, advertisers will be required to verify their legal name through advertiser identity verification. Google will verify your identity and generate a disclosure on any ads you run, displaying your name and country. Find out more about transparency and ad disclosures here.

As part of a phased rollout, certain advertisers may be selected to complete this verification program first. Those who meet one of the below example criteria may be prioritized as Google expands this requirement across our Ad network:

Promotion of products, goods, and services.
Examples: Retail, media and entertainment, travel, B2B, technology, etc.
 
Promotion of informational, advisory, or educational content.
Examples: Content promoting educational resources, research and statistics, free health or financial advice, charitable or social causes, etc.
 
Promotion of content related to regulated industries.
Examples: Gambling and games, financial products or services, healthcare products or services etc.

Advertisers who are required to complete advertiser identity verification will be notified and given 30 days to submit documentation. Verification must be completed by an authorized representative. Once you submit your documentation, you will then have an additional 30 days to complete any additional verification steps or your account will be paused. Multiple failed attempts to complete the verification program will result in account pausing. Currently, Google supports identity verification for advertisers registered in Canada, India, Russia, Ukraine and the United States.

Further instructions on how to complete verification can be found here.

Note: If you received a notification email before June 15th please see here for instructions on completing advertiser identity verification.

Keep in mind

  • If you intend to run election ads you must complete election ads verification instead. Accounts that have completed advertiser identity verification only will not be able to run election ads.
  • If we find that you violate our Google Ads policy, or you’ve provided false information during the verification program, your verification will be revoked, and your account may be suspended.
  • Google reserves the right to verify your identity again. You’ll receive a notification when this verification is required. You may also be asked to re-verify your identity if there are significant changes in your Google Ads account.
  • Google may update these verification requirements at any time.

Important note on advertiser identity

Ads run by advertisers who complete the advertiser identity verification will contain a disclosure using the information provided during the verification program. This means that the name of the organization or business you represent (or your name if advertising as an individual), and country, will be displayed in a disclosure that is automatically generated by Google. Find out more about Advertiser transparency and disclosures.

How disclosures appear in different ad formats

On Google Search, the disclosure will show in "About this advertiser"

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

Account pausing for verification

We want to ensure users understand who is providing the advertised products or services on Google Ads. If we suspect your ads violate our Google Ads policies, including Misleading representation, Unreliable claims, Unidentified business, Business name requirements, Solicitation of funds, Sensitive Events, and Coordinated Deceptive Practices, we may pause your account and ask you to complete Advertiser Identity Verification. We may also pause your account if we suspect you are attempting to circumvent our verification process or your identity is unclear.

Your account will remain paused until you complete the verification program, which can take 5-7 days depending on your account setup. More information on how to complete verification can be found here.

Once verification is complete, any ads that are compliant with Google Ads policies will be able to serve.

Requirements for advertiser name

The advertiser name is the legal name of the advertiser, verified by Google through the advertiser identity verification program. As part of a beta program, certain advertisers can apply to use a trademark they own as their advertiser name. 

The advertiser name will be displayed within the ‘About this advertiser’ disclosure. Learn more.

The following is not allowed:

 Inaccurate names or ‘doing business as’ names, brand or product names, that do not match the legal name of the advertiser. The advertiser name must be the legal name of the advertiser, and match any registration documents submitted during the verification program. For agencies, the name must be the legal name of the advertiser you are representing.

 Trademarks that are not the legal name of the advertiser (unless part of the beta program).

 Capitalization, promotional language, or domains, unless they are part of a valid legal name.

 Special characters such as emojis, opening hours, product or service information, or phone numbers.

Requirements for Authorized Representatives

To complete advertiser identity verification, applications for organizations must be submitted by a representative authorized to act on their behalf, or authorized to run ad campaigns on Google for them. 

The authorized representative can be any person authorized by the advertiser to run ad campaigns on Google, and has access to the Google Ads account or the payments profile that’s paying for the ads.  For agencies representing an advertiser, this can be someone from the agency.

As part of the program the authorized representative may be asked to submit a Government-issued ID. Acceptable identity documents by country can be found here.
Troubleshooter
  1. If you do not submit documentation within the 30 days notice period, or complete the verification program within 30 days once started your account will be paused. Start the verification program again, and once successfully completed your account will resume serving. 
  2. Your account will be paused if you try to complete the verification program multiple times without success. If you believe this is an error or need further assistance, contact us to appeal the decision. Most appeals are reviewed within 3-5 business days, though some can take longer if they need a more complex review.

Business operations

To learn more about your business, we may ask you to verify information regarding your business operations. This may include details about your business, such as your business model, business registration information, types of services you offer, business practices, and relationships with advertised brands or third parties, if applicable.

Advertiser selection criteria for Business operations verification

Advertisers may be selected to complete business operations verification if, for example, the advertising behavior has been identified as unclear or their ad content is deemed as potentially misleading. We want to ensure that users understand who is providing the advertised products or services on Google ads.

Advertisers whose accounts were suspended due to a violation of our Google Ads policies may also be requested to undergo business operations verification as part of the account suspension appeals and remediation process. In this case, the advertiser’s accounts will remain suspended until the verification program is successfully completed.

Advertisers who are required to complete business operations verification will be notified and given 21 days to submit the verification form. Once the verification form is completed and reviewed by Google, advertiser's accounts that do not meet the requirements of this verification program outlined below will be suspended with a 7 day notice period.

Account pausing for Business operations verification

Advertisers who are required to complete business operations verification will be notified and given 21 days to submit the verification form. In certain circumstances, we may pause advertisers’ accounts immediately when business operations verification is initiated. This means that advertisers' ads will not be able to serve until they are able to complete the program successfully.

Advertiser accounts may be paused if the advertiser's business model is unclear and we suspect that their advertising or business practices may cause physical or monetary harm to users. Non-exhaustive examples include: misrepresenting yourself in your ad content; offering financial products or services under false pretenses; or offering unauthorized customer support services on behalf of third parties.

In determining whether an advertiser’s account should be paused during the verification process, we may review information from multiple sources, including but not limited to: regulatory warnings, rulings about an advertiser’s business practices, or complaints from users, businesses, and other entities about impersonation or scams.

Once the verification form is completed and reviewed by Google, an advertiser's account(s) that do not meet the requirements of this verification program outlined below will be suspended with a 7 day notice period.

Note that this update is applicable to advertisers in Australia, Canada, India, Ireland, Pakistan, South Africa, the UK, and the USA only.

Failure reasons for Business operations verification

To successfully complete business operations verification, advertisers must submit all requested information within the time period specified by Google (21 days once notified). The following will result in account suspension with a 7 day notice period issued to the advertiser:

 Failure to fully complete the verification form within the specified time period

 Submission of incomplete information during the verification program

Additionally, upon review of the information provided during the business operations verification program, Google may consider your business model, operations or practices as unclear. This may be due to multiple reasons but not limited to the following.

 Inconsistent or inaccurate information provided during the verification program

 Unsubstantiated relationships with third parties or advertised brands where applicable

 Lack of information or clarity on the end provider of the products or services advertised

Note: Advertisers must clarify and substantiate provisioning of products or services advertised with clear and accurate responses in the verification form. If you had indicated that the website pre-populated in your verification form is not associated with your customer ID, please ensure that you had provided an alternative website url and that the url is not invalid and that it appears in your Google Ads account. You must ensure that information in the verification form is consistent with the information you have provided in your Google Ads account.

You may provide the following to substantiate your relationships with advertised brands or businesses: unique identifiers, verification websites, contact details of individuals employed by third parties, or documentation (including an agreement, contract, or a document explaining the business relationship with the third party or brand owner on their company letterhead). 

Your account will be suspended with a 7 day notice period if your business model, operations or practices are deemed unclear. You must successfully complete this verification program to resume ad serving in your account. 

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account. Learn more about suspended accounts.
Troubleshooter
  1. If you are unable to complete the verification program, or have been unsuccessful, your Google Ads account will be suspended with a 7 day notice period.
  2. If you believe this is an error, or no longer applicable, contact us to appeal the decision. Make sure that you provide all the information required in the appeals form. Most appeals are reviewed within 5-7 business days, though some can take longer if they need a more complex review.

Restricted content

To protect our users, we allow only legitimate advertisers to promote content associated with certain regulated industries, such as Gambling and games, Healthcare and medicines, and Financial products or services. If you would like to advertise this content on our platform, you may be required to complete the verification program to prove you meet local licensing requirements. You may also have to complete additional identity checks.

We continually review our ad policies in light of industry changes and abuse trends, and may introduce new verification requirements for certain content.

Ad formats and features

To ensure quality ads, we may require advertisers to complete additional verification to access advanced ad formats and features of Google Ads, such as HTML5 ads and Local Services ads. We review all our ad formats for policy violations and abuse, and may introduce new verification requirements to access certain ad formats.

Advertiser responsibility

As stated in the Google Ads Terms & Conditions, advertisers are solely responsible for their use of Google Ads. Advertisers found submitting false information as part of our verification programs will be considered in violation of our Circumventing Systems policy. Google uses its best efforts to review and validate the information provided by advertisers as part of these verification programs, but in doing so does not guarantee or assume responsibility for advertiser content or activity.

Need help?

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