Google requires verification for advertisers who want to run election ads in the United Kingdom. Applications for verification can take up to 5 business days to process. See the requirements for verification below for more details.
Important note for election ads in the United Kingdom
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 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
- 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. Check the policy to learn 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 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.
Verify eligibility to run election ads
You must be an authorized representative for your organization in order to complete the verification process. 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
- Email address: The email address used by your organization.
- Your organization must be registered or based in the UK
- Name of organization: Keep in mind that this name will be visible in the ad's "Paid for by" disclosure, as well as in the Political Advertising transparency report and the political ads library.
- Registration number: For example, business registration number.
- Document confirming organization name: Some examples of acceptable documents include approved election registration for an UK election; bank, credit card, or insurance statements or letters or leasing or mortgage documents, confirmation certificates from official government authority; receipts or copies of court or other authority rulings or decisions on registrations.
- Official address: This must be a UK address.
- Proof of address: A document showing proof of address must be submitted. Acceptable documents should be dated no more than one year old, and include registration documents, invoices, purchase orders, utility bills, bank, credit card, or insurance statements or letters, leasing or mortgage documents, or any government-issued document.
- Attestation that the authorized representative is a citizen or resident of the UK.
- Attestation that the organization applying for verification is organized under the laws of, or based in, the UK and is legally permitted to run election ads in the UK.
- 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.
Google will review your application and send you an email notification about your verification status within 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.
- 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.