Requiring advertiser identity verification to improve transparency

April 23, 2020

Users should be empowered to make informed decisions about the ads they see online. That's why we're launching advertiser identity verification, a policy that requires advertisers to verify their identities for ads served through Google Ads. 

Once this is implemented, users will see the advertiser’s name and country disclosed in Why this ad?. This builds on existing user controls, including options to block an ad or advertiser and Ad Settings.

Image of "Why this ad" UI showing identity information

This change will increase trust in the ads ecosystem by providing users with more information on who is advertising to them and is part of our ongoing efforts to increase transparency, choice and control for users. 

We expect it will take a few years to cover all current advertisers globally. We will start by verifying advertisers in phases in the U.S. and continue to expand globally. Advertisers will receive an email from us when it is time to verify their identity. 

Learn more about the verification process and get answers to frequently asked questions.

Posted by John Canfield, Director of Product Management, Ads Integrity

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