Advertiser identity verification and ad disclosures FAQ

About advertiser identity verification

Why is Google implementing this program?

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 country of our advertisers through a phased rollout. This is part of our larger effort to increase transparency, choice and control to users.

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; information, 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.

More detail on the steps required can be found here.

How do I complete advertiser identity verification?

You are only required to complete identity verification if Google sends you a notification 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. More detail on the steps required can be found here.

Can I choose not to complete advertiser identity verification?

If you have received an email asking you to get verified, 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?

The advertiser name must be your legal name, and match the name on the registration documentation you submit, or your government-issue ID if you are an individual. ‘Doing business as’, brand or product names that are not legal names are not allowed. We are currently running a beta for advertisers who are set up on monthly invoicing to use their trademark name. You can find additional requirements here.

What do I have to submit for advertiser identity verification?

If you are an organization, you will be required to submit official documentation that includes your legal name and address. The payments profile admin will also be required to submit a government-issued ID. If you are an individual, you will be required to submit a government-issued ID. Acceptable documents by country are listed here

Advertisers setup on monthly invoicing have different requirements outlined here.

Who is an ‘authorized representative’?

The authorized representative is any person authorized by the advertiser to run ad campaigns on Google, and has access to the Google Ads account or the payment profile that’s paying for the ads. For agencies representing an advertiser, this can be someone from the agency. They must submit the required documents on behalf of the advertiser. The payments profile admin must issue a Government-issued ID as part of the verification program (note: this is not needed for advertisers on monthly billing).

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

You must complete the verification on behalf of the advertisers you represent. 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 separately. You will be asked to verify each of your accounts progressively, as Google expands the program. Additionally, you may be asked to complete verification periodically.

Can I voluntarily complete advertiser identity verification?

The opt-in functionality to request verification is currently not available. We will notify advertisers if and when this feature becomes available. Please only apply for verification for the Google Ads account listed in the notification email.

Can I verify all my Google Ads accounts at once?

This functionality is currently not available. Please complete identity verification for each Google Ads account separately, as requested in the notification email.

My ads are not serving - 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 country.

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 country 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 country will appear in the ad disclosures. For advertisers based in a country where we currently don’t support verification, your country will appear in the disclosures.

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 ads 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. A disclosure will be added behind the ‘Why This Ad’ button.

Do ad disclosures impact how my ads serve?

No, disclosures will not impact ad serving.



 
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