Verification for election advertising in New Zealand

Google requires verification for advertisers who want to run election ads in New Zealand. 

This verification is required for all ad formats and ad extensions. The application process requires up to two steps that can take up to 5 business days each. See the requirements for verification below for more details.

Important

Election Ads: Google requires that all election ads contain a disclosure identifying who has paid for the ad. For most ad formats, Google will automatically generate a “Paid for by” disclosure, using the information provided during the verification process. The disclosure will display the name of the entity that paid for the ad to users who see the ad.

How the disclosure appears in different ad formats

On Google Search and the Search Partners network, the disclosure will show in ads directly.

On YouTube, the disclosure will show in the “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 the “Why this ad?” which can be accessed through the AdChoices icon AdChoices icon

For some ad formats and features, it’s the advertiser’s responsibility to include in-ad disclosures in New Zealand election ads. Learn more about the policy.

To provide transparency for users, Google publishes a Political Advertising Transparency Report and a political ads library with data on funding sources for election ads, the amounts being spent, and more. 

Other ads: For ads you run that are not election ads, most ad formats will contain a disclosure using the information provided during the election advertising verification process. This means that your name, or the name of the organization or business you represent, and country, will be displayed in a disclosure that is automatically generated by Google. Find out more about Advertiser transparency and disclosures.

Requirements for verification

  • You're an organization if you are a political party, non-profit organization, business, or other entity.  If you need to be verified as an organization, the “Account type” selected for your Google Ads payment profile must be “Business.” 
  • You're an individual if you don’t meet the criteria for being verified as an organization. If you need to be verified as an individual, the “Account type” selected for your Google Ads payment profile must be “Individual.” 

You can check your “Account type” in your Google Ads payment profile via the “Settings” page for “Billing & payments.” Note that your “Account type” can’t be modified. If your “Account type” is “Individual,” but you need to verify as an organization, or vice versa, we recommend that you create a new Google Ads account with the appropriate “Account type” setting, before applying for verification.

If you’re an agency or someone who manages multiple Google Ads accounts, each individual account planning to run election ads will need to apply for verification. Advertisers should verify the end advertiser, not the agency or intermediary acting on their behalf. For example, an agency advertising on behalf of a political party should verify as the political party. 

In order to be a verified election advertiser your account must have a billing country and currency that matches the country or region in which you wish to run election ads. If you are an agency or an advertiser represented by a contracted partner or agency from a different country or region, you must provide additional documents that confirm the relationship with the local end advertiser and that they are paying for the ads using local currency or have a local bank account.

If you’re already verified to run election ads in New Zealand and wish to make changes to your promoter statement, you can apply to do so here.

Verification for organizations

Step 1: Verify eligibility to run election ads

You must be an authorized representative for your organization in order to complete the two steps of this verification process. Verifying eligibility to run election ads can take up to 5 business days. In the application form, you’ll be asked to provide the following, as the authorized representative:

  • Your Google Ads Customer ID
  • Email address: The email address used by your organization
  • Name of organization: Note this name will be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising on Google Transparency Report
  • Registration number: Your New Zealand business number (NZBN)
  • Proof of organization: You must submit
    • A certificate of registration or incorporation: if you are a registered company, incorporated society, limited partnership, charitable trust board, building society, credit union, friendly society, industrial or provident society.
    • A certificate or document from a public, government, or judicial authority, such as a letter of approval from an official body; or a document establishing your organization name and address, such as a bank/credit card statement or a utility bill: if you are any other organization type not listed above.  

  • Official address: This must be a New Zealand address.  
  • Promoter statement: Advertisers must confirm whether or not they are required to provide a promoter statement under New Zealand law and applicable Electoral Commission guidance. If applicable, you must provide your promoter statement, comprising your promoter name and street address. Note the information provided in your promoter statement will be visible in the Political Advertising on Google Transparency Report. If you’re already verified to run election ads in New Zealand and wish to make changes to your promoter statement, you can apply to do so here.
    • Promoter Name:
    • Promoter Street Address
  • Authorization: Where applicable, the organization must disclose if it is required to obtain authorization to promote ads on behalf of a political party or candidate.
  • Proof of authorization: If the organization is required to obtain authorization to promote ads on behalf of a political party or candidate, you must submit a document showing proof of such authorization from the appropriate political party secretary or candidate.
  • Attestation that the authorized representative is a citizen or permanent resident of New Zealand. 
  • Attestation that the organization applying for verification is registered or based in New Zealand and legally permitted to run election ads in New Zealand.
  • Attestation that the organization applying for verification has or will satisfy the appropriate disclaimer requirements under New Zealand law and applicable Electoral Commission guidance, including having a clear promoter statement in ads as required by law.
  • Agreement to the Google Election Advertising Terms.

Step 2: Verify your identity

Once Google verifies your organization’s eligibility to run election ads, you’ll receive an email and an in-account notification (in a red bar at the top of the Google Ads account), that guides you through the identity verification process in Google Ads. Verifying your identity can take up to 5 business days. 

As noted above, you must be an authorized representative to complete this step.

To verify, you’ll be asked for the following:

  • Organization name
  • Organization address: This must be a New Zealand address. 
  • Proof of organization: You must submit
    • A certificate of registration or incorporation: if you are a registered company, incorporated society, limited partnership, charitable trust board, building society, credit union, friendly society, industrial or provident society.
    • A certificate or document from a public, government, or judicial authority, such as a letter of approval from an official body; or a document establishing your organization name and address, such as a bank/credit card statement or a utility bill: if you are any other organization type not listed above.  

  • Authorized representative name: Note that this must exactly match the name on the government-issued photo ID you submit, including any capitalization or punctuation.
  • A copy of your authorized representative’s government-issued photo ID: A current New Zealand passport, New Zealand driver’s license, New Zealand firearms license, or 18+ or Kiwi Access Card. 
  • Attestation that the authorized representative is a citizen or permanent resident of New Zealand. 
  • Attestation that the organization applying for verification is registered or based in New Zealand and legally permitted to run election ads in New Zealand.
  • Attestation that the organization applying for verification has or will satisfy the appropriate disclaimer requirements under New Zealand law and applicable Electoral Commission guidance, including having a clear promoter statement in ads as required by law.
  • Agreement to the Google Election Advertising Terms.
Verification for individuals

Step 1: Verify eligibility to run election ads

Verifying eligibility to run election ads can take up to 5 business days. In the application form, you’ll be asked to provide the following:

  • Your Google Ads Customer ID
  • Email address
  • Name: This name should match the name in your Google Ads payment profile (which you can view in the “Settings” page for “Billing & payments”) and the name on the government -issued photo ID you submit in Step 2. Note this name will be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising on Google Transparency Report.
  • Address: This must be a New Zealand address. 
  • Promoter statement: Advertisers must confirm whether or not they are required to provide a promoter statement under New Zealand law and applicable Electoral Commission guidance. If applicable, you must provide your promoter statement, comprising your promoter name and street address. Note the information provided in your promoter statement will be visible in the Political Advertising on Google Transparency Report. If you’re already verified to run election ads in New Zealand and wish to make changes to your promoter statement, you can apply to do so here.
  • Promoter Name:
  • Promoter Street Address:
  • Authorization: Where applicable, you must disclose if you are required to obtain authorization to promote ads on behalf of a political party or candidate.
  • Proof of authorization:  If you are required to obtain authorization to promote ads on behalf of a political party or candidate, you must submit a document showing proof of such authorization from the appropriate political party secretary or candidate.
  • Attestation that you are a citizen or permanent resident of New Zealand, and are legally permitted to run election ads in New Zealand.
  • Attestation that you have or will satisfy the appropriate disclaimer requirements under New Zealand law and applicable Electoral Commission guidance, including having a clear promoter statement in ads as required by law.
  • Agreement to the Google Election Advertising Terms.

Step 2: Verify your identity

Once Google verifies your eligibility to run election ads, you’ll receive an email and an in-account notification (in a red bar at the top of your Google Ads account) that guides you through the identity verification process in Google Ads.

To verify, you’ll need to provide the following in Google Ads:

  • Name: Your name as provided here must match the name in your government-issued photo ID. Note, this name will be visible in the ad’s “Paid for by” disclosure, as well as in the Political Advertising on Google Transparency Report. 
  • Date of birth
  • Address: This should be a New Zealand address. 
  • A copy of your government-issued photo ID: A current New Zealand passport. A New Zealand driver’s license, New Zealand firearms license, or 18+ or Kiwi Access Card may be provided as photo ID, but must be accompanied by proof of citizenship or permanent residency, such as a Citizenship certificate or a copy of a letter from Immigration New Zealand containing your eVisa status.
  • Attestation that you are a citizen or permanent resident of New Zealand, and are legally permitted to run election ads in New Zealand.
  • Attestation that you have or will satisfy the appropriate disclaimer requirements under New Zealand law and applicable Electoral Commission guidance, including having a clear promoter statement in ads as required by law.
  • Agreement to the Google Election Advertising Terms.

How to apply for verification

You can apply for verification using this application form. You’ll be asked to complete the steps detailed above for organizations or individuals.

Google will review your application and send you an email notification about your verification status within 5 business days.

Keep in mind

  • Information in the Google Ads payment profile is used for verification. If you make changes to your payment profile in Google Ads, you’ll need to complete identity verification again. You’ll receive an in-account notification when this is required.
  • If we find that you’ve violated our election advertising policy, or you’ve provided false information during the verification process, your verification will be revoked, and your account may be suspended. 
  • You’ll need to renew your verification periodically. You’ll receive a notification when this verification is required.
  • If you change your account’s invoice setup, you’ll need to verify your account again to run election ads in New Zealand.
  • Google may update these verification requirements at any time.

How Google uses your information

With the information you provide during the verification process, Google will verify your identity and eligibility to run election ads. 

  • For election ads, Google will:
    • Generate, when possible, an in-ad disclosure that identifies who paid for your election ad. This means that your name, or the name of the organization you represent, will be displayed in the ad shown to users.
    • Publish a publicly available Political Advertising Transparency Report and a political ads library with data on funding sources for election ads, the amounts being spent, and more.
    • Publish, if applicable, your promoter statement on your advertiser page in the Political Advertising Transparency Report. 
  • For all other ads, Google will:
    • Generate, when possible, an in-ad disclosure using the information provided during the verification program. This means that your name, or the name of the organization or business you represent, and country, will be displayed in a disclosure shown to users. Find out more about Advertiser transparency and disclosures.
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