Google Advertiser Identity Verification

after more than 10 years in good standing

[hartenstine]

I dont find any similar posts under the Google Ads category.

I run more than 20 Google Ads accounts for multiple clients under an MCC. All have been consistent spenders for more than 10 years. Very respectable, ordinary businesses. None are in a restricted business category. Starting in April, these clients ad accounts are getting Advertiser Identity Verification requirements - or else ads will stop running.

The verification process is not simple, requiring corporate documents and personal IDs. Frankly, a real disruptive pain for clients that have never needed to interface with Google directly. This seems extreme considering the creditcards are in the name of the principals of the respective company after 10+ years in good standing.

Google provides absolutely no explanation for this sudden requirement - or did I miss it?

Is this widespread? Or am I the only MCC experiencing this?

[hartenstine]

I found it. Sorry for the post. [blog.google...]

[not2easy]

Hi hartenstine and welcome to WebmasterWorld [webmasterworld.com]

No need for apology, your find means the next person with this problem can save time. So thank you for sharing the resource. Inevitably others will have the same questions when they are affected.

[tangor]

Folks who pose a question, then FIND the answer on their own and then COME BACK to share that solution are a treasure.

Thanks!

We need more folks like you!

[Mark_A]

I had this myself, we had to provide various pieces of information including a bank statement (redacted) and some tax form I don't recall exactly.

Microsoft also wanted some credentials but I think they were easier to provide.

[archiweb]

The "optional" Advertiser identity verification showed for a European client of mine back in May 2023 and the multi-page wizard asked essentially for re-entry of data already present on their servers – organization name, address, certificate of incorporation, EIN/VAT, organization CEO name and ID card/passport scan (front and back), CEO personal address.

All veiled behind giving you the ability to add company logo and/or images to Ad campaigns.

Interestingly, no US based clients of mine got such invitation for Advertiser verification in their accounts.

So, at least to me, this 1984-esque fling is related to the fact that Google and Bing were designated as "Very Large Online Search Engines (VLOSEs)" on the first list of 19 platforms (on April the 23th 2023) that will be required to comply with the EU Digital Services Act (DSA) – starting 25 August 2023.

The Digital Services Act (DSA) is a EU Regulation regarding wide-ranging set of new obligations on platforms, disclosure to regulators how their algorithms work, illegal content, transparent advertising, content moderation on social media and disinformation.