To ensure a safe and trustworthy ad experience for users, we may require advertisers to complete a verification programme. Advertisers must also comply with Google Ads policies.
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 that you run, displaying your name and location. Find out more about transparency and ad disclosures here.
As part of a phased rollout, certain advertisers may be selected to complete this verification programme first. Those who meet one of the below example criteria may be prioritised 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 authorised 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 programme will result in account pausing. Currently, Google supports identity verification for advertisers registered in Australia, Austria, Belgium, Bulgaria, Canada, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, India, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, New Zealand, Norway, Poland, Portugal, Romania, Russia, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Ukraine, United Kingdom and the United States.
Further instructions on how to complete verification can be found here.
Bear 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 programme, 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
How Google uses your information
Google will use the information that you provide to:
- Verify your identity
- Show a disclosure including your name, or the name of the business that you represent, and location, linked from any ads that you run.
Find out more about Advertiser transparency and disclosures.
As Google expands its transparency efforts, we may make information about your Google Ads accounts and ad campaigns publicly available including:
- Advertiser name change history
- Ad creatives
- Dates and locations ads served
- Ads removed or accounts suspended for legal or policy reasons
- Business contact information
Personal contact information, phone numbers or email addresses will not be published.
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 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
We want to ensure that users understand who is providing the advertised products or services on Google Ads. If we suspect that 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 that you are attempting to circumvent our verification process or your identity is unclear.
Your account will remain paused until you complete the verification programme, which can take five to seven 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.
The advertiser name is the legal name of the advertiser, verified by Google through the advertiser identity verification programme. As part of a beta programme, certain advertisers can apply to use a trademark that they own as their advertiser name.
The following isn't 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 programme. For agencies, the name must be the legal name of the advertiser that you are representing.
Trademarks that are not the legal name of the advertiser (unless part of the beta programme).
Capitalisation, 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.
To complete advertiser identity verification, applications for organisations must be submitted by a representative authorised to act on their behalf, or authorised to run ad campaigns on Google for them.
The authorised representative can be any person authorised by the advertiser to run ad campaigns on Google, and has access to the Google Ads account or the payments profile that is paying for the ads. For agencies representing an advertiser, this can be someone from the agency.As part of the programme, the authorised representative may be asked to submit a Government-issued ID. Acceptable identity documents by location can be found here.
- If you do not submit documentation within the 30-day notice period, or complete the verification programme within 30 days once started, your account will be paused. Start the verification programme again, and when successfully completed, your account will resume serving.
- Your account will be paused if you try to complete the verification programme 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 working days, though some can take longer if they need a more complex review.
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 that 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 behaviour has been identified as unclear or their ad content is deemed as potentially misleading. We want to ensure that users understand who's 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 programme 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 don't meet the requirements of this verification programme outlined below will be suspended with a 7-day notice period.
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 won't be able to serve until they are able to complete the programme 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 unauthorised 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 programme outlined below will be suspended with a 7-day notice period.
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 seven-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 programme
Additionally, upon review of the information provided during the business operations verification programme, 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 programme
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 have indicated that the website pre-populated in your verification form is not associated with your customer ID, please ensure that you have provided an alternative website URL, 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 that 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 programme to resume ad serving in your account.
- If you're unable to complete the verification programme, or have been unsuccessful, your Google Ads account will be suspended with a 7-day notice period.
- If you believe that 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 five to seven business days, though some can take longer if they need a more complex review.
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'd like to advertise this content on our platform, you may be required to complete the verification programme to prove that 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.
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 programmes 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 programmes, but in doing so does not guarantee or assume responsibility for advertiser content or activity.