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To provide a safe and trustworthy ad ecosystem for users, Google will require advertisers to complete one or more verification programmes. Below are some examples of the verification programmes we may ask you to complete. A more detailed list can be found here.
Advertisers must also comply with Google Ads policies. Learn about what happens if you violate our policies.
Advertiser verification programme
Advertiser verification programme is Google’s unified verification programme that consolidates identity and business operations verification in a single flow. The programme comprises a series of steps that advertisers will be required to follow and complete. Under this programme, advertisers will be asked to provide basic information about their business and identity. Advertisers will have 30 days to initiate the verification and another 30 days to complete it.
Advertisers will be notified via an email and an in-account notification when they have been selected for the Advertiser verification programme. Below are the details of the Advertiser verification programme.About your business
In the first step of the Advertiser verification programme, Google will ask advertisers a few basic questions related to their Google Ads account and business under the ‘About your business’ section. These questions will help us get a better understanding of your business. Here are examples of questions that you may be required to answer:
- Whether your business is an advertising agency
- Who pays for your ads
- Whether you advertise your own products/services or someone else’s
- Your industry (or industries)
The person who is responsible for completing this section should be a Google Ads account admin familiar with your business operations and advertising practices for your Google Ads account. You will be given 30 days to submit your answers or your account(s) will be paused after the 30th day. Learn more about account pausing.
Responses from the completion of the About your business questions will determine the verification requirements and direct advertisers to the next steps of additional verification, which may include verifying your identity, your business operations or both.
Upon completion of the ‘About your business’ questions, you may be asked to verify your legal name via the advertiser identity verification or business operations verification process. Depending upon the setup of your Google Ads account, this verification may be requested for your organisation and/or your client’s organisation (if you work for an agency). 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.
This verification must be completed by an authorised representative, who is an admin of the Google Ads account and/or the payments profile paying for the ads. You will be given 30 days to successfully complete this verification and all other requested verifications (if applicable) once you start this process. Failure to complete or meet the verification requirements in the specified time period will result in an account pause. Note that the pause will only be applied by the end of the 30th day if advertisers have not completed or met the requirements. Learn more about account pausing.
Further instructions on how to complete Identity verification can be found here.
Based on your responses in the About your business questions, we may ask you to verify details about your business operations (if applicable) along with supporting documentation, such as your business model, business registration information, types of services that you offer, business practices and relationships with advertised brands, products or third parties, if applicable.
You will be given 30 days to successfully complete business operations verification and all other requested verifications (if applicable) once you start this process. Failure to complete or meet the verification requirements in the specified time period will result in an account pause. Note that the pause will only be applied by the end of the 30th day if advertisers have not completed or met the requirements. Learn more about account pausing.
Learn more about business operations verification here.
Advertisers may be selected to complete Google’s Advertiser verification programme based on the following example criteria:
- Advertisers may be selected to complete verification if, for example, the advertising behaviour or your 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.
- As a part of a phased rollout of Google’s transparency efforts, under which all advertisers will eventually be required to complete Google’s Advertiser verification programme that encompasses completion of the steps above. Currently, Google supports identity verification for advertisers registered in these regions.
- As an additional layer of protection for our users, Google may request that advertisers complete the Advertiser verification programme if, for example, they are advertising on brand-related queries or user queries in business verticals or industries susceptible to abuse, fraud and scams (such as travel, customer or technical support services and financial services). Where an advertiser is asked to complete additional verification, advertisers' campaign performance may be impacted when advertising on certain Google restricted queries. Successful completion of the requested verifications will help improve campaign performance (as applicable).
In certain circumstances, we may pause your Google Ads accounts immediately when the Advertiser verification programme is initiated. This means that your ads will not be able to serve until you are able to complete the programme successfully.
We will pause your account immediately for the following reasons:
- 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
- If we suspect that your 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.
- If we suspect that you are attempting to circumvent our verification process
- If your identity or your advertising behaviour has been identified as unclear
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 process is completed successfully, the advertiser’s account(s) will be unpaused and any ads that are compliant with Google Ads policies will be able to serve. However, accounts that do not meet the requirements of this verification programme will remain paused.
How Google uses your information
Google will use the information that you provide to:
- Verify your identity and/or your business operations
- Show a disclosure including your name, or the name of the business that you represent, and location, linked from any ads that you run.
Learn more about Advertiser transparency and disclosures.
As Google expands its transparency efforts, we will 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
- If you intend to run election ads, in certain countries you must also complete election ads verification.
- 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 or business operations again. You’ll receive a notification when this verification is required For example, you may be asked to re-verify your identity or business operations if there are significant changes in your Google Ads account.
- Google may update these verification requirements at any time
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 and 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.