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A new Google verification process should ensure that advertisers can no longer operate behind the scenes, but have to make themselves known to the outside world. According to a new Google blog post.

A verification process for advertisers on the internet has existed since 2018 but only applies to political advertisements. Google wanted to contribute to better transparency for voters during elections. But even non-political advertisements are often the subject of doubt and mistrust among the general public. That’s why the verification process is going to be extended to all advertisers in the near future. A verification process should provide not only more transparency but also the possibility to tackle advertisers who want to spread misinformation.

“This change will make it easier for people to see who the advertiser is behind certain ads. It will help them make informed choices when they use our advertising options. It also contributes to a healthy digital advertiser ecosystem if we can find malicious parties and limit their attempt to give themselves a voice,” said Google.

Deployment will take some time

Google plans to roll out the verification process in the United States this summer. The rest of the world would follow the United States. However, the tech giant believes that a global verification process will not be rolled out overnight. According to Google, this period could take several years.

Advertisers will have to pass on certain information to Google, including personal data, company documents, proof that they operate from a specific country and other data should Google request it. If advertisers do not do this, their ads will not be included in Google Ads.