Google is extending its identity verification program to all advertisers, the company announced Thursday. Advertisers will be required to submit business incorporation documents, personal identification and other information to prove who they and the country they operate in.
The new policy is tied to their 2018 policy update requiring identification verification for political advertisements.
Requirements for Advertisers
The verification program will include:
- Personal identification methods
- Business incorporation documents
- Possibly other items to verify who they are
- Operating geography
The program will start in the U.S. and roll out globally and will apply to Search ads, Display, and YouTube.
Google noted they believe it will take a few years to complete verification for the entire ad ecosystem.
Certain industries will be prioritized in the phased roll-out and will be notified accordingly. They will have 30 days to submit the required verification upon receiving notice it is required. Once submitted, it takes about 3-5 for Google to verify.
Failure to submit the information within 30 days will result in ads being stopped.
This change will make it easier for people to understand who the advertiser is behind the ads they see from Google and help them make more informed decisions when using our advertising controls. It will also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves.
We will start by verifying advertisers in phases in the U.S. and continue to expand globally. Because we are working closely with our advertising partners to scale the program while continuing to ensure we are surfacing helpful information to our users, we expect that this process will take a few years to complete.