Google advertisers will now be asked to prove their identity

In an effort to stop scams and malicious content, Google will now be asking the advertisers for a proof of location and identity.

Previously, these measures were reserved for political campaigns.

Although Google would always oblige to remove fraudulent ads, until now, this has only been done on the basis of user reporting.

Google’s policy for political ad campaigns was put in place in 2018.

In an effort to increase ad transparency and prevent the spread of misinformation (a tactic often used to sway the results of elections), all advertisers will now be asked to present proof of identification.

You will be asked to present either of the following:

  • Business incorporation documents
  • Personal identification
  • Other means of identity proof

All advertisers will receive a 30-day window to present the documents needed.

Failing to meet the demands or not passing the checks will lead to the ads not being served.

Google’s executive believes the changes will make it easier to see who the person behind the ad is, thus allowing them to make more informed decisions.

Furthermore, this will be beneficial for the advertising network as a whole due to an increased capacity to detect bad actors who are trying to misrepresent themselves.

Given the size of the project, some time will pass before the users will start to see the fruits of Google’s efforts.

Although the exact dates are still unknown, the company suggests additional information will be available during the summer of 2020.

One of the first things that people will start to notice are the popups that will appear upon hovering over an ad.

These will display both the name and the identity of the advertiser, alongside a link where they can learn more about Google’s advertiser identity verification.

There will also be an option to no longer show ads from the given advertiser.