Google Ads Now Requires Identity Verification

Google Ads Now Requires Identity Verification

In a new move from the tech giant, Google has announced that advertisers using Google Ads will now need to supply their geographic location as well as documentation to prove their user identity. As a follow-on to their 2018 policy update that all political advertisement required identification, this change won’t come as a surprise to some.

What will advertisers need to provide?

Under these new requirements, advertisers will be required to provide several details. This will include identification for both themselves and any businesses they are representing, the geography in which they are operating and any additional identification measures as required.

Google Ads Verification

When will the new requirements come into effect?

Google’s new verification program has already begun to roll out across the US, but will soon go global. These requirements will apply to Search and Display in addition to the YouTube platform. While Google has mentioned it, it may take a few years before it’s rolled out globally, that’s what they are working towards.

Google has confirmed that specific industries are being targeted first in this rollout, and those businesses will be notified as soon as possible. Once notified, they will have 30 days to update Google with the required verification information. Failure to provide this will result in ads being stopped.

For agencies and freelancers representing a company for Google Ads, submission can be made for their clients, and the company name will remain as the name of the advertiser overall.

While you’re here, why not check out our blog post on the 8 common Google Ads mistakes to avoid.