Today, Google announced that it will be requiring all advertisers to be verified before they can buy ads on the Google platform. Google said that it is implementing this new procedure in order "to provide greater transparency and equip users with more information about who is advertising to them."
Google said that it will begin verifying advertisers in phases in the United States and then will it expand verification globally. Google said that it expects the verification process to take a few years. In order to become verified, Google will be requiring advertisers to submit personal identification, business incorporation documents, or other information that proves who they are and the country in which they operate.
Google said that, beginning this summer, this information will be accessible to consumers through the ads. Google said that 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 when using our advertising controls."
This follows up Google's move in 2018 that required political advertisers to be verified.
"we’re working to bring additional transparency into the advertiser behind the ads people see" -- John Canfield, Google