Google has announced it will require all advertisers to complete a verification process in order to buy ads on its network, the company said Thursday. The search giant’s move arrives as publishers grapple with combating ads of questionable refute amid the coronavirus pandemic.
In 2018, Google introduced a similar identity policy for political advertising, which it is now using as a blueprint for its latest initiative.
Under the new protocol, advertisers must submit personal identification, such as business incorporation documents, to prove who they are and where they operate in order to complete the process, Google says. The company adds that users will see the changes this summer under the company’s “Why this ad?” menu.
Given the scale of the initiative, Google says it is taking a phased approach, meaning not all advertisers will be immediately impacted. The company is instead inviting marketers to complete the verification process. Once notified, they will have 30 days to complete the program; marketers who fail to do so will have their accounts suspended and won’t be allowed to buy ads through Google's platform or through the publishers it works with, according to the company.