Google Ads election and political ad rule changes


Google has released a number of new Google Ads policy changes that take place in January and February 2022 regarding political and electoral content in ads. Google is ending the election ad exemption, creating new election ad serving options, won’t accept W9s for verification, and more.

In it, Google described a number of these changes as of February 15, 2022.

End the exemptions for election advertising

In February 2022, the Google Ads political content policy will be updated to remove existing products, services, and news that are exempt from the election advertising policy worldwide. Google will begin implementing the policy update on February 15, 2022. With this policy update, advertisements for products, services, and news will no longer be exempt from the Google Election Ads rules. Advertisers wishing to promote products, services and news with advertising content as part of the policy (for example, featuring a current candidate or incumbent) will be subject to the Election Advertising Policy, including the requirement that they request verification of election ads in order to run those ads. Violations of this policy will not result in immediate account suspension without notice. A warning will be issued at least 7 days before any suspension of your account. Google is asking to review this policy update to determine whether or not any of your ads fall within the scope of the policy, and if so, be sure to complete the ad check. elections if they are eligible or to remove these announcements before February 15, 2022.

New options for distributing election announcements

Along with the elimination of exemptions for election ads, on February 15, 2022, Google announced that it would also expand ad serving options. Currently, election ads can only run in the country or region to which the advertising content belongs (e.g. European election ads can only run in the EU; US election ads can only run in the EU). United States). After this change, advertisers who have completed either Election Ads or Advertiser Identity Verification will be able to run ads in their home country or region that fall under a country-specific Election Ads policy or a different region. Advertisers will not be allowed to run election ads outside of their home country or region. For example, a verified New Zealand advertiser may run an ad in New Zealand featuring an EU candidate or official, but will not be allowed to run that same ad in the EU. Please note that this change only affects ads serving in the advertiser’s home country or region.

Checking Google Ads for US Elections

In this document, changes to the political content policy will take effect on January 24, 2022. It is also mentioned in this updated document:

In January 2022, Google will update its political content policy to clarify that Google will no longer accept W9 identity verification forms for election advertising verification in the United States.

Instead, for Employer Identification Number (EIN) verification, Google accepts the following forms:

  • Any document, notice or letter issued by the IRS or stamped by the IRS that shows the organization’s name and EIN;
  • Forms submitted to the IRS, such as 8871 or 990, if available on the IRS website;
  • Certificates of incorporation;
  • The latest filing with the SEC;
  • Bank statements dated less than 3 months;
  • Corporate credit reports from Experian, Equifax, TransUnion or Dun & Bradstreet.

These should all include the name and EIN of the organization. This change does not affect advertisers who perform identity verification for the verification of election advertisements in the United States based on an FEC ID number or a company ID or registration number. state electoral authority. Google will begin implementing the rule update on January 24. Accounts that have already passed the US Election Advertising Verification will not be required to submit new documents.

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