Apply for verification for election advertising and political affiliation in personalized ads in the United States

Beginning January 6, 2020, we’ll no longer allow political affiliation to be used to target ads to users or to promote advertisers’ products or services in the United States.

Google requires verification for advertisers who want to run election ads or use political affiliation in personalized advertising in the United States. You can apply to be verified if you are a political committee, non-profit organization, or business.

Applications for verification can take up to 3-5 business days to process.

Important note for 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 an “Paid for by” disclosure using the information provided during this verification process. 

  • On Google Search, the disclosure will show in ads directly
  • On YouTube, the disclosure will show in “Why this ad?” which can be accessed through the info icon  or the 3-dot icon More
  • On websites and apps that partner with Google to show ads, the disclosure will show in “Why this ad?” which can be accessed through the AdChoices icon 

For some ad formats and features, it’s the advertiser’s responsibility to add in-ad disclosures to election ads in the United States. Check the policy to learn more.  

To provide transparency for users, Google will also publish an Election Advertising transparency report and an election ads library with data on funding sources for election ads, the amounts being spent, and more.

Requirements for verification

NOTE: If you’re an agency or someone who manages multiple Display & Video 360 advertisers, each individual advertiser planning to run election ads or use political affiliation in personalized advertising will need to apply for verification.

Verify eligibility to run election ads or use political affiliation in personalized advertising

You can apply to be verified if you are a political committee, non-profit organization, business, or other entity.

You must be an authorized representative for your organization in order to complete the verification process. To be an authorized representative, you need to be a full-time employee of the organization, or if applicable, a representative of the agency representing the organization. You’ll also need access to the organization’s Display & Video 360 advertiser.

In the application form, you’ll be asked to provide the following, as the authorized representative:

  • Your Display & Video 360 Partner ID
  • Your Display & Video 360 Advertiser ID
  • Valid Federal Election Commission ID (FEC ID) or state elections regulator registration or ID Number for the organization (if applicable).
    • If you are registered with a state elections regulator but have not been assigned a registration or ID number, you may provide a copy of your registration form. Please also provide us a link to your registration page to expedite the verification process.
    • If you aren’t registered with the FEC or a state elections regulator, you may instead provide a valid federal Employer Identification Number (EIN) for the organization, along with a copy of its W-9 or IRS verification letter (CP 575).
  • State you are registered in, if you are a registered political committee 
  • Organization name: The organization name provided here must exactly match the name associated with your FEC ID, state elections regulator registration information, or EIN provided above, including any capitalization and punctuation. This name will also be visible in the ad’s “Paid for by” disclosure, as well as in the Election Advertising transparency report and the election ads library.
  • Organization’s address: This must match the address associated with your organization’s FEC, state elections regulator registration information, or EIN registration
  • Attestation that you’re a United States citizen or a lawfully admitted permanent resident
  • Attestation that the organization applying for verification is based in the United States and is legally permitted to run election ads in the United States
  • Agreement to Google’s election advertising terms

How to apply for verification

You can apply for verification by submitting this application form (available in English only). You’ll be asked to complete the steps detailed above.

Google will review your application and send you an email notification about your verification status within 3-5 business days.

Keep in mind

 
  • If we find that you violate our election advertising or personalized 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 an email notification when this verification is required.
  • 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 or use political affiliation in personalized advertising.
  • Generate, when possible, an in-ad disclosure that identifies who paid for your election ad. This means your organization name will be displayed in the ad creative shown to users.
  • Google will also publish an Election Advertising transparency report and an election ads library with data on funding sources for election ads, the amounts being spent, and more.
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