Election ads

This article only contains information specific to Display & Video 360 election ads policy. However, you must also comply with Google Ads political content policy for all countries.

To run election ads on open exchanges, YouTube, and deals on Display & Video 360 in certain countries, you must apply for verification for your advertiser before your ads can serve.

Policy

Ensure your creatives are compliant with Google Ads political content policy and don't advertise any restricted content or direct to a page with restricted content. 

European Union

In the EU, election ads include ads that feature:

  • A political party, or a current elected officeholder or candidate for the EU Parliament.
  • A political party,  a current officeholder or candidate for an elected national office within an EU member state. Examples include members of a national parliament and presidents that are directly elected.
  • A referendum question up for vote, a referendum campaign group, or a call to vote related to a national referendum or a state or provincial referendum on sovereignty.
Election ads in the EU may run only if the advertiser is verified by Google. Learn how to apply for verification

This policy doesn't apply to ads for products or services, including promotional political merchandise like t-shirts or mugs, or ads run by news organizations to promote their coverage of referendums, political parties, candidates, or current elected officeholders.

India

In India, election ads are ads that feature a political party, political candidate or current member of the Lok Sabha or Vidhan Sabha, or any ads that are run by a political party, political candidate or current member of the Lok Sabha or Vidhan Sabha.

Below are requirements that must be met by advertisers who want to run election ads in India.

  • Election ads in India may run only if the advertiser is verified by Google. Advertisers who aren’t verified must initiate the verification process before running any election ads in India. Learn how to apply for verification
  • Advertisers that want to run election ads in India must submit for each ad a valid pre-certificate issued by the Election Commission of India (ECI) or anyone authorized by the ECI. An advertiser must first be verified by Google before submitting this pre-certificate for each ad. Submit pre-certificates for your election ads here
Israel

Election ads in Israel are ads that feature or are run by any of the following:

  • A political party, current elected officeholder, or individual candidate for the Knesset or,
  • A candidate list composed of one or more political parties for the Knesset.
  • Election ads in Israel may be run only if the advertiser is verified by Google. 
    Learn how to apply for verification. Learn how to apply for verification
  • Advertisers must include disclaimers in their ads as required by Israeli law.

This policy doesn't apply to ads for products or services, including promotional political merchandise like t-shirts, or ads run by news organizations to promote their coverage of political parties, candidates, lists composed of multiple political parties, or current elected officeholders. 

New Zealand

In New Zealand, election ads include ads that feature any of the following:

  • A political party, current elected officeholder, or candidate for the New Zealand Parliament; or 
  • A referendum option up for vote, a referendum option proponent, or a call-to-vote once a national referendum is officially declared by an Act or Order in Council. 
  • Election ads in New Zealand must be run only if the advertiser is verified by Google. Learn how to apply for verification
  • Maori is not currently a supported language for Display & Video 360, and therefore Maori language ads are not able to run. New Zealand election ads in a supported language containing a commonly used Maori word or phrase are permissible. Further information about supported languages can be found here.

This policy doesn't apply to ads ads for products or services, including promotional political merchandise like t-shirts, or ads run by news organizations to promote their coverage of political parties, candidates, or current elected officeholders. 

United States

In the United States, election ads include ads that feature: 

  • A current officeholder or candidate for an elected federal office. This includes federal offices such as that of the President or Vice President of the United States and members of the United States House of Representatives or United States Senate.
  • A current officeholder or candidate for a state-level elected office, such as Governor,  Secretary of State, or member of a state legislature. 
  • A federal or state level political party.
  • A state-level ballot measure, initiative, or proposition that has qualified for the ballot in its state.
Election ads in the U.S. may run only if the advertiser is verified by Google. Learn how to apply for verification

This policy doesn’t apply to ads for products or services, including promotional political merchandise like t-shirts, or ads run by news organizations to promote their coverage of candidates, or current elected state or federal officeholders.

United Kingdom

In the UK, election ads include ads that feature:

  • A political party, or a current elected officeholder or candidate for the UK Parliament.
  • A referendum question up for vote, a referendum campaign group, or a call to vote related to a national referendum or a regional referendum on sovereignty.
Election ads in the UK may run only if the advertiser is verified by Google. Learn how to apply for verification

This policy doesn't apply to ads for products or services, including promotional political merchandise like t-shirts or mugs, or ads run by news organizations to promote their coverage of referendums, political parties, candidates, or current elected officeholders.

Restricted targeting options for election ads

Only the following criteria may be used to target election ads:

  • Geographic location (except radius around a location)
  • Age, gender
  • Contextual targeting options such as: ad placements, topics, keywords against sites, apps, pages and videos

All other types of targeting are not allowed for use in election ads. This includes: all audience targeting, remarketing, Customer Match, proximity targeting (around a radius), and third party audiences, such as uploaded lists.

Disclosure requirements for election advertising

Google requires that all election ads in the above countries show a disclosure that identifies 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.

For the following ad formats and features available across Google, the advertiser is responsible for including a "Paid for by" disclosure directly in the ad creative, followed by the name of the organization or individual paying for the ad.

Please note that this disclosure is not a replacement for any other disclosures you may be required to include in your ad by law.

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