Advertisers on Google will need to verify ID

Google has introduced changes in its advertising policy. Now as a part of the compliance procedure, advertisers will have to get their documents verified to get access of posting advertisements on any Google platform.

Crux of the Matter

New Policy in Place Earlier Google used to collect only the basic information of the advertiser but verification of documents was not needed. However, in 2018 Google made it mandatory to get ID proofs and documents verified to publish political advertisements. It has now extended the verification process to all types of advertisers.

1. The new documentation required is as follows:

2. Mandatory documents are identity proof and the address of the advertiser

3. Individual advertisers will have to provide legal Government IDs and business incorporation documents

4. Organizations will have to give documents like W9 or IRS documents showing the organization’s name, address, and employer identification number

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. John Canfield, Director of Product Management for Ads Integrity, Google

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What will Change?

1. Viewers will be able to see the advertiser’s information by clicking on ‘Why this ad?’

2. It will give a clear idea to viewers about the advertisement and can avoid any fake ads

Google said that current advertisers will get the time of 30 days to get their documents verified. The company will approve or reject the documents within 3 to 5 working days. The spokesperson of google informed that the company will use the combination of human and tech review to approve the documents. After the submission of documents, advertisers will have to enable “in-identity check” to confirm their legitimacy.

Curiopedia

1. Google Ads (formerly Google AdWords) is an online advertising platform by Google. Google Advertising has evolved into Alphabet Inc’s main source of revenue, contributing US$134.8 billion in 2019 to Alphabet Inc’s total revenues.

2. During this time of Coronavirus pandemic, Google said it will ban ads from companies that attempt to profit off of panic surrounding the novel Coronavirus. Although, Google relaxed the policies later. The policy change is due to a possible decrease in ad revenue in future, is what the analysts say.

3. As of December 2010, Google AdWords decreased restrictions over sales of hard alcohol. It now allows ads that promote the sale of hard alcohol and liquor. This is an extension of a policy change that was made in December 2008, which permitted ads that promote the branding of hard alcohol and liquor.

Curated Coverage

1. India Today – Google to make all advertisers verify their identities for better transparency

2. CNBC – Google will make all advertisers prove their identities, so people can see who they are and which country they’re in

3. Search Engine – Google will roll out identity verification program to all advertisers

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