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Google Ads to Require Identity Verification of Advertisers

By CTCDC.in | Sunday, May 10, 2020

Google Updates


In a recent blog post, Google director of product management for Ads Integrity, John Canfield announced that Google will soon require all advertisers to verify their identification. The process was designed to prevent advertisers or limiting their attempts to misrepresent themselves and say it will permit consumers to see who is running ads and which country they are situated in.

Consumers have witnessed a massive increase in ads for products from suspected advertisers, like fake vaccines, recently. Businesses growing mistrust have also been an issue. Advertisers will have 30 days once notified to fill the form for the verification process, since the company is doing the rollout in steps, according to a spokeswoman. If they don’t submit the documents under the given period, Google said it will suspend the account and the advertiser’s ability to run ads will stop until they provide it.

The company told customers will begin seeing disclosures when they click “Why this ad?” that list this information on the advertiser on placements beginning this summer. Google will start by verifying advertisers in the U.S. and will expand worldwide, anticipating that the process will take a few years to complete.

Google began requiring political advertisers to go through identity verification back in 2018 before running election ads.

Google’s director of product management for ads integrity in the post said that “This change will make it easier for users to understand who the advertiser is behind the ads they see from Google and help them make more precise decisions when using our advertising Controls.” “It will also help support the health of the digital advertising ecosystem by exploring bad actors and minimizing their attempts to misrepresent themselves .”

Once the documents are submitted, advertisers have to commit an “in-account identity check” to prove their legitimacy. Organizations are required to submit personal legal information (like a W9 or IRS document indicating the organization’s name, address, and employer identification number).

An individual from the organization will have to show legal identification on behalf of the organization. Individuals have to show an authorized photo ID like a passport or ID card. Google said it earlier had collected basic information about the advertiser but didn’t require documentation for verification.

Google will give approval or feedback within three to five business days, using a combination of human and tech reviews. Documents are authenticated by humans, a spokeswoman stated.

All advertisers on its platforms will be required to fulfill the identity verification process. Advertising agencies will need to complete verification on part of each of their advertiser clients, a spokeswoman said. However businesses such as pharmacies already have to go through certification processes, they will still need to go through the additional verification steps.

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