TRANSPARENCY AND AD DISCLOSURES POLICY

User confidence in Google’s products and services is essential. We want users to be empowered to make informed decisions about the ads they see online.

Trust in advertisers on our platforms helps us deliver a smart and useful web experience for everyone. This means providing transparency about who our advertisers are and where they are located.

We are verifying the identity of advertisers on our platform and including a disclosure with the name of the advertiser and where they are located on ads served through Google Ads.

How it works for Advertisers - What Users See?

Through “Why This Ad” users are already able to see information on why particular ads are being shown on Search, YouTube, and other Google services.

In the disclosure, users may see the name and location of registration for the advertiser behind a selected ad, which is information that was provided by the advertiser during Google’s verification program.

Where we’re getting our information on advertiser identity

Advertisers on Google are verified through our advertiser identity verification program. This includes both new and existing Google Ads accounts. Completion of the verification program requires an advertiser to submit official documentation that shows their legal name and address.

How we use advertiser's information

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

N.B -

• If you intend to run election ads you must complete election ads verification instead. Accounts that have completed advertiser identity verification only will not be able to run election ads.
• Google reserves the right to verify your identity again. You’ll receive a notification when this verification is required. You may also be asked to re-verify your identity if there are significant changes in your Google Ads account.
• Google may update these verification requirements at any time.
  

How Will Google use this 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

N.B. Personal contact information, phone numbers, or email addresses will not be published

How disclosures appear in different ad formats?

• On Google Search, the disclosure will show in "About this advertiser"
• 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 for display ads, the disclosure will show in “Why this ad?” which can be accessed through the AdChoices icon

WHAT IS THE NEW POLICY PROCESS?

• Notification from Google
• MCC Check
• Information provided to internal team (Sales/CXG/CSS)
• List of Active Accounts
• Update list
• Required documentation provided to DFS
• DFS updates MCC

Google Ads Team will provide a link to all active accounts in MCC with verification status and progress status

• In Progress
• Not Started
• Documents provided
• Documents not provided
• Campaigns Paused
• Verified

Who Should Call The Customer?

• Sales
• CXG
• CSS
• DFS – if existing relationship with customer is present

A scripted document should be created so that the message to customers is as uniformed as possible and include some possible questions that customers may ask.

What are the required documents?

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

• Certificate of incorporation or registration
• Extract from commercial register
• Business license
• Tax certificate
• DUNS certificate

Individuals and authorized representatives must submit a local Government-issued photo ID as part of the verification program. Acceptable documents include:

• Passport
• National ID card
• Driver's license

Organizations in the following countries are required to submit one of the following registration documents for advertiser identity verification – proof of address:

• Anguilla
• Antigua & Barbuda
• Aruba
• Belize
• Dominica
• Grenada
• Guyana
• St. Kitts & Nevis

Acceptable Documents Include:

• Utility bills
• Insurance statements
• Any other document issued by a public authority

Document must be less than 1 year old and include the client's name & address.