Advertiser identity verification and ad disclosures FAQ

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About advertiser identity verification

Why is Google verifying advertisers?

Our goal is to improve trust in the ads ecosystem by providing users with more information about advertisers. Through advertiser identity verification we will verify the name and location of our advertisers through a phased rollout. This is part of our larger effort to give users more transparency, choice, and control.

Who has to complete advertiser identity verification?

Advertisers that are required to complete the advertiser identity verification will receive an email and an in-account notification. Advertisers promoting products or services; informational, advisory, or educational content; or content related to regulated industries will be prioritized for verification.

You can find out more information here.

How long does advertiser identity verification take?

This depends on your account setup and whether you run ads for someone else.

For advertisers completing the verification for themselves the program will normally take 3-5 business days to complete.

For agencies completing the verification on behalf of advertisers, the verification program is a two-step process, with each step taking about 3-5 business days, including review and approval.

Learn how to complete advertiser identity verification.

How do I complete advertiser identity verification?

You are only required to complete identity verification if Google sends you an email. The steps required to complete identity verification for certain Google Ads accounts may differ, depending on your account and structure, your billing setup, and if you are advertising on behalf of an organization or individual. 

Follow the instructions in the email and in-account notification. Learn how to complete advertiser identity verification.

Can I choose not to complete advertiser identity verification?

If you have received an email requiring you to verify, you must complete the advertiser identity verification program. If you do not start the program within 30 days your account will be paused.

Are there requirements for the ‘advertiser name’ field?

If the advertiser is registered as an individual, the advertiser name field must match the name of the advertising individual as shown on their government-issued ID.

If the advertiser is registered as an organization, the advertiser name must match the organization’s legal name, as shown in their business documents.

What do I have to submit for advertiser identity verification?

The steps required to complete advertiser identity verification for certain Google Ads accounts may differ, depending on your account structure, your billing setup, and if you're advertising on behalf of an organization or individual. For more information about the documents you must submit, please see here.

Who is an ‘authorized representative’?

An authorized representative is an admin of: 

  • The Google Ads account and/or 
  • The payments profile paying for the ads

If required, you’ll be asked to provide documentation to complete verification.

I’m an agency - how do I get verified?

Currently, agencies don’t need to verify themselves unless they are running ads on their own behalf (e.g., ads for the agency). Instead, you’ll verify your clients, on their behalf.

This means that the ‘advertiser name’ must be your client’s name, and any official documentation must include your client’s name and address. If you represent multiple advertisers, you will need to complete the verification process for each unique advertiser.

Instructions on how to complete verification as an agency can be found here.

I already completed identity verification, why have I been asked to complete it again?

Every Google Ads account must be verified. You will be asked to verify each of your accounts progressively or in bulk, as Google expands the program. Additionally, you may be asked to complete verification periodically or re-verify your Google Ads account if you changed who pays or make significant changes to your account.

Can I voluntarily complete advertiser identity verification?

A small subset of advertisers can voluntarily complete advertiser identity verification. We will notify advertisers if and when they are available for this feature.

Can I verify all my Google Ads accounts at once?

A small subset of advertisers can complete advertiser identity verification in bulk. We will notify advertisers if and when they are available for this feature. Otherwise, please complete identity verification for each Google Ads account separately, as requested in the notification email.

My ads are not running - what do I do?

If you did not submit documentation for identity verification within the 30-day period, your account will be paused. If you fail to complete the program within 30 days once you submit documentation, your account will be paused. Once you complete identity verification your account will resume serving. Follow the instructions in the notifications you receive to complete the identity verification.

About Ad Disclosures

What are ad disclosures?

Ad disclosures provide more information for the user about the advertiser, including name and location.

 

Why is Google adding new ad disclosures?

As part of Google’s broader efforts to increase transparency for users, and maintain trust in the ads we serve, we will make more information about our advertisers available to users. You can find more information here.

Where is Google getting information for ad disclosures?

An advertiser’s legal name and location will be sourced from the verification documents submitted by the individual, organization, or representative of the organization, and reviewed by Google through the advertiser verification program. If an advertiser fails to complete the verification process, Google will stop showing your ads.

What information will Google be sharing in the disclosures?

For advertisers that have completed advertiser identity verification, your advertiser name and location will appear in the ad disclosures. For advertisers based in a location where we currently don’t support verification, only your location will appear in the 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

Will Google disclose any other information?

As part of Google’s ongoing transparency efforts, we may make information about your Google Ads or DV360 accounts and ad campaigns publicly available as outlined in our advertiser identity policy.

Who sees the ad disclosures and where can I find them?

Users can view the information when they click on “Why this ad”. More information on how they will appear on different ad formats can be found here

Do the disclosures appear on all ads I run?

If you have completed the advertiser identity verification process or submitted additional information regarding your identity (see above), all supported ad formats in your account will be eligible for disclosures. More information can be found here

Do ad disclosures change the look of my ads?

No, your ads will appear the same. More information can be found here.

Do ad disclosures impact how my ads serve?

No, disclosures will not impact ad serving.

How can I change the name or location in the ad disclosures?

The name and location that appear in ad disclosures are the ones verified as part of the advertiser identity verification program. If the name or location has changed, please contact Google Ads support.

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