Google are to start asking all its advertisers to check their identities and countries of origin before they can run their ads.
The updated regulations on identity would also extend to gambling marketers who purchase and run advertisements on the website of the US technology giant.
When adopted in 2018, Google’s labelling scheme was reserved exclusively for political advertising. To prove their identity it needs all advertisers looking to run election ads on the company website. That identification is seen in the ad unit and it is easy for Google users to know more about the ad itself and the individuals / organisations behind it.
The tech giant has been able to check political advertising in more than 30 countries since the launch of the Google’s political ads recognition system.
John Canfield, Director of Product Management, Advertising Integrity at Google, said in a blog post published this past Thursday that they are now focused on “bringing more transparency into the advertiser behind the advertising people see.” Any advertisers looking to run ads on the company’s site will be needed to complete a verification process to do so. They may need to request personal identification papers, company incorporation papers, and/or other records showing their identity and country of origin.
Google marketers will be given a 30-day window to send all the details needed. Whether they fail to do so or miss the verification processes of the tech company, they will no longer be represented on their paid online ads.
Mr. Canfield explained: “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.”
Implementation of the latest verification system on Google will take place in multiple steps. The organisation will begin checking advertisers in the US and, over time, will extend the scheme internationally. Google expects the project to end in a couple of years.
The tech giant said it would give priority to advertisers promoting information or educational content, as well as to advertisers promoting highly regulated industries such as gambling, gambling and wellness.