Google is expanding the existing identity verification policy for political advertisers to all advertisers.
The policy requires all advertisers that want to run election ads on Google's platforms go through a verification program to confirm their identity. Google displays that identity in the ad unit so that users can learn more about the election ads they see on Google’s platforms. Since introducing this program, Google says it has verified political advertisers in 30 countries. And now, to provide greater transparency and equip users with more information about who is advertising to them, the company is extending identity verification to all advertisers on Google platforms.
As part of this initiative, advertisers will be required to complete a verification program in order to buy ads on Google's network. Advertisers will need to submit personal identification, business incorporation documents or other information that proves who they are and the country in which they operate. Beginning this summer, users will start to see disclosures that list this information about the advertiser behind the ads they see.
"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," said John Canfield, Director of Product Management, Ads Integrity.
Google will start by verifying advertisers in phases in the U.S. and continue to expand globally.