Google will verify and show identity to all advertisers

Google will verify the identity of all advertisers on its platforms. As a result, users will soon be able to see which company is hiding behind advertisements. Google will start in the US but eventually want to roll out the policy globally.

Advertisers wishing to advertise on Google’s network must identify themselves through the verification process and provide corporate documents. Google also talks about providing ‘other information that proves who they are’ and the country of residence must also be entered. Existing advertisers are given thirty days to go through the procedure and make their identity known.

Google will start in phases in the US and then expand to the rest of the world. The company expects it could take several years before the policy is globally implemented. With each ad, users should then be able to see the name and location of the company behind the ad via an ‘about the advertiser’ view.

The new policy is part of Google’s drive to provide greater transparency, choice and control over the ads it serves users. This is an extension of existing policy that verifies the identity of political advertisers. Google started this in 2018 to prevent third-party election interference and misleading election ads.