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Google advertiser’s verification - upcoming requirements

About Google upcoming advertiser’s verification

Google may require advertisers to complete a verification program. Below are some examples of the verification programs we may require you to complete.

Advertiser identity

To increase transparency for users, advertisers will be required to verify their legal name through advertiser identity verification. Google will verify your identity and generate a disclosure on any ads you run, displaying your name and location

As part of a phased rollout, certain advertisers may be selected to complete this verification program first. Those who meet one of the below example criteria may be prioritized as Google expands this requirement across our Ad network:

Promotion of products, goods, and services.

Examples: Retail, media and entertainment, travel, B2B, technology, etc.

Promotion of informational, advisory, or educational content.

Examples: Content promoting educational resources, research and statistics, free health or financial advice, charitable or social causes, etc.

Promotion of content related to regulated industries.

Examples: Gambling and games, financial products or services, healthcare products or services etc.

Advertisers who are required to complete advertiser identity verification will be notified and given 30 days to submit documentation. Verification must be completed by an authorized representative. Once you submit your documentation, you will then have an additional 30 days to complete any additional verification steps, or your account will be paused. Multiple failed attempts to complete the verification program will result in account pausing. Currently, Google’s identity verification for advertisers is U.S require the following documentation:

Organizations are required to submit one of the following registration documents for advertiser identity verification. Acceptable documents include:

· W9 form

· Any IRS-issued letter or notice (not IRS forms) showing your name, address, and EIN (i.e., CP 575)

· DUNS certificate

Organizations may also provide their Employer Identification Number. Individuals and authorized representatives must submit a US government-issued photo ID as part of the verification program. Acceptable documents include:

· Passport

· State identification

· Driving license

· Permanent resident card or Green card

How Google uses your information Google will use the information you provide to:

Verify your identity

Show a disclosure including your name, or the name of the business you represent, and location, linked from any ads you run.

As Google expands its transparency efforts, we may make information about your Google Ads accounts and ad campaigns publicly available including:

· Advertiser name change history

· Ad creatives

· Dates and locations ads served

· Ads removed or accounts suspended for legal or policy reasons

· Business contact information

Personal contact information, phone numbers, or email addresses will not be published.

Business operations

To learn more about your business, we may ask you to verify information regarding your business operations. This may include details about your business, such as your business model, business registration information, types of services you offer, business practices, and relationships with advertised brands or third parties, if applicable.

Restricted content

To protect our users, we allow only legitimate advertisers to promote content associated with certain regulated industries, such as Gambling and games, Healthcare and medicines, and financial products or services. If you would like to advertise this content on our platform, you may be required to complete the verification program to prove you meet local licensing requirements. You may also have to complete additional identity checks.

We continually review our ad policies in light of industry changes and abuse trends and may introduce new verification requirements for certain content.

Ad formats and features

To ensure quality ads, we may require advertisers to complete additional verification to access advanced ad formats and features of Google Ads, such as HTML5 ads and Local Services ads. We review all our ad formats for policy violations and abuse and may introduce new verification requirements to access certain ad formats.

Advertiser responsibility

As stated in the Google Ads Terms & Conditions, advertisers are solely responsible for their use of Google Ads. Advertisers found submitting false information as part of our verification programs will be considered in violation of our Circumventing Systems policy. Google uses its best efforts to review and validate the information provided by advertisers as part of these verification programs, but in doing so does not guarantee or assume responsibility for advertiser content or activity.

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