Google Is Extending Identity Verification to All Advertisers on Their Ad Platforms

In 2018, Google announced a new identity verification policy for political advertisers. The policy required all advertisers that wanted to run election ads on Google platforms go through a verification program to confirm their identity. Now that is being rolled out to ALL ads and not just political advertiser.

As part of this initiative, advertisers will be required to complete a verification program in order to buy ads on their network. Advertisers will need to submit personal identification, business incorporation documents or other information that proves who they are and the country in which they operate.

From the image it also looks like users might be able to disable ads from a that advertiser if they want to.

Beginning this summer, users will start to see disclosures that list this information about the advertiser behind the ads they see. It will start in the U.S. and continue to expand globally.