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Google emphasizes consequences for false verification information

Google clarifies its Circumventing Systems policy on November 4, 2025, reinforcing that submitting false information during advertiser verification results in account suspension.

Luis Rijo

• 12 min read

Google added an example within its Circumventing Systems policy on November 4, 2025, to clarify consequences for advertisers who provide false or fraudulent information during the advertiser verification program. The update reinforces existing policy without changing enforcement standards.

According to Google's official policy documentation, the clarification states that advertisers who violate Google Ads policies or provide false information during verification "will not be verified or will lose your verified status, and your account will be suspended." The language appears in the company's policy help center under the Circumventing Systems section addressing advertiser verification.

The November 2025 update does not introduce new restrictions or alter how Google enforces the policy. Instead, the company added this specific example to emphasize consequences that were already part of the policy framework. Google explicitly states in the announcement that "there is no change to enforcement of this policy."

Understanding the verification program

Google's advertiser verification program requires selected advertisers to complete tasks including answering questions about their business operations and submitting documentation. According to the policy documentation, Google uses this information to verify advertiser identity and business operations, show ad disclosures with business names and locations, and make certain account information publicly available.

The verification process varies based on account characteristics, billing setup, and other factors. Google notifies advertisers through in-account notifications or email when they need to complete verification. Some advertisers face restricted ads until they complete the verification process within required timelines.

Google may select advertisers for verification for several reasons. These include participation in the company's gradual transparency rollout, potentially suspicious advertising behavior or content, running ads in certain industries like financial services, advertising on brand-related queries, using features often misused, or having suspended accounts that require verification before submitting appeals.

In some cases, Google pauses accounts until advertisers complete verification. This happens when Google suspects ads violated policies including misleading representation, unreliable claims, unidentified business, business name requirements, solicitation of funds, sensitive events, or coordinated deceptive practices. Pauses also occur when advertising or business practices may cause physical or monetary harm, when advertisers attempt to circumvent verification, or when Google cannot verify information or advertising behavior.

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Consequences of false information

The Circumventing Systems policy treats submitting false or fraudulent information as a serious violation. According to the policy documentation, violations "are taken very seriously and are considered egregious." Google defines egregious violations as those "so serious that it is unlawful or poses significant harm to our users."

When violations occur, accounts face suspension "upon detection and without prior warning," and advertisers "will not be allowed to advertise with Google Ads again." This differs from many other policy violations that include warning periods before suspension.

Google may review information from multiple sources when determining policy violations, including ads, websites, accounts, and third-party sources. The company states that violators can submit appeals only "in compelling circumstances," emphasizing the importance of thoroughness, accuracy, and honesty in any appeal submission.

The policy specifies examples of false information that trigger violations. These include providing false or fraudulent information during verification programs. The documentation states: "If you violate Google Ads policies or provide false or fraudulent information during the verification program, you will not be verified or will lose your verified status, and your account will be suspended."

Documentation requirements

Verification may require advertisers to submit documents. According to the policy help center, issues with submitted documents can prevent verification completion. Common problems include mismatches between provided organization names and documents, expired documents, or documents missing key information.

The policy emphasizes that "submitting false info will be a violation of the Circumventing systems policy and result in the suspension of your account." Google adds that while it "uses its best efforts to review and verify the provided info as part of verification," doing so "doesn't guarantee or assume responsibility for your content or activity."

Advertisers must be 18 or older to use Google Ads. If Google identifies that an account holder may not meet the age requirement, account suspension may occur.

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Broader circumventing systems policy

The Circumventing Systems policy prohibits engaging in practices that circumvent or interfere with Google's advertising systems and processes, or attempting to do so. Examples include bypassing enforcement mechanisms by creating variations of disapproved ads, domains, or content, or using techniques to obfuscate sexually explicit content.

The policy also prohibits attempting to use the Google Ads system again after previous suspension by creating new accounts, abusing Google Ads product features to show policy non-compliant content or gain additional traffic, and having multiple ad policy violations across several accounts.

Specific to verification, the policy addresses material changes for gambling and games certification. According to the documentation, failing to recertify or continuing to use certification "if a material change has occurred since the last certification application was submitted" violates the policy. Material changes include major, substantial, or relevant account changes. Google acknowledges that addresses or payment methods may change periodically, and failing to resubmit certification after only these two types of changes will not lead to suspension. Other material changes require resubmission, or accounts "will be suspended upon detection."

Why false information is prohibited

Google outlines three reasons why providing false information is prohibited. First, it's harmful to people. According to the policy documentation, "when advertisers hide their true identity, users can't make informed choices to avoid scams, misleading information, and dangerous products or services."

Second, it damages the overall advertising ecosystem. The documentation states: "When people can't trust the verification status of advertisers, they become less likely to trust any ads, which hurts all advertisers. Google Ads wants to maintain a safe and transparent ecosystem for everyone."

Third, it enables evasion of policy enforcement. The documentation emphasizes that "everyone needs to follow the same Google Ads policies. Attempting to use false or fraudulent identity information to get around those policies is not allowed."

Best practices for verification

Google provides guidance for successful verification completion. For document submission, advertisers should submit authentic government documents, ensuring information is accurate and unmodified if asked for government-issued photo IDs, registrations, or licenses. For business documents, including information about business relationships or providers of goods or services, the documentation must be accurate, with proprietary or personal information being the only content hidden or edited.

The appeals process requires advertisers to explain their situation and provide details about the form of identity used during verification. If an error occurred, the documentation instructs advertisers to explain what happened.

Verification status and timelines

Advertisers can view verification status on the advertiser verification page. According to the policy documentation, it takes up to 5 business days for verification status to update in accounts. Notifications such as emails alert advertisers if more information is needed or if issues occurred with tasks. Upon completing all tasks, advertisers receive confirmation emails.

Google may ask advertisers to reverify accounts for several reasons. This often happens after significant changes to Google Ads accounts, including updates to payments profiles, billing addresses, or business information. The policy states that "regular re-verification helps ensure the security and safety of our platform."

Timelines for completing verification depend on whether verification includes a deadline. Some advertisers face account pauses until verification completes, while others receive deadlines for submission.

Transparency implications

According to the policy documentation, verified advertisers have some information displayed in ad disclosures and the Ads Transparency Center. This provides context about advertisers and their ads. Information made publicly available includes name change history, ad creatives, dates and locations ads served, ads removed or accounts suspended for legal or policy reasons, and organization contact information.

For verified advertisers, Google displays legal names or trademark names and locations as provided during verification, marked with a "verified" badge. Unverified advertisers have payments profile names and locations displayed with an "unverified" badge.

The verification program connects to Google's broader transparency efforts. Google to show who actually pays for ads in new transparency update details how the company announced updates in May 2025 introducing payer name identification in both the My Ad Center panel and Ads Transparency Center.

Enforcement context

The clarification arrives as Google maintains aggressive policy enforcement across its advertising platform. Google's AI-powered defense suspended 39 million advertiser accounts reports that the company suspended over 39.2 million advertiser accounts in 2024, representing a 208% increase from 12.7 million suspensions in 2023. Alex Rodriguez, General Manager of Ads Safety at Google, stated that the company "launched over 50 enhancements to our LLMs, which enabled more efficient and precise enforcement at scale."

The verification program has expanded significantly. Google unveils new Verification Requirements for Financial Advertisers describes how Google announced requirements in October 2024 for certain financial services advertisers in Ireland, New Zealand, South Korea, and Thailand, requiring verification through G2, Google's external compliance partner.

Google's Business Operations Verification: What it is and how to complete it explains that Business Operations Verification is a mandatory process for selected advertisers requiring information about business models, registration information, product or service offerings, and business practices. Selected advertisers receive notifications via email and in-account notifications, with completion required within 30-day deadlines to avoid account pausing.

Managing Google Ads for a business? Verify affiliation details how Google introduced in June 2024 an optional verification step to confirm advertiser or individual affiliation with organizations they represent during verification. This addresses scenarios where agencies or freelancers manage Google Ads accounts on behalf of businesses.

Strike system and progressive enforcement

While most Google Ads policy violations follow a graduated enforcement system, the Circumventing Systems policy differs. Google clarifies ad account suspension policies with no enforcement changes reports that Google announced in April 2025 enhanced transparency for account suspensions. The company maintains distinction between violation types, with serious violations leading to immediate, permanent suspension, while less severe but repeated violations trigger a progressive strike system.

For most policies, violations do not lead to immediate account suspension without prior warning. A warning is issued at least 7 days prior to any suspension. However, the Circumventing Systems policy represents an exception. Violations receive no warning period and result in immediate suspension.

Google tightens rules for Ad Agencies managing client accounts describes how Google announced in October 2024 that third-party partners who enable significant or sustained violations face immediate suspension without prior warning and permanent platform bans. This zero-tolerance approach extends to agencies and intermediaries managing accounts on behalf of clients.

The November 2025 clarification fits within a pattern of verification policy refinements throughout 2025. Google extends phone verification to message assets reports that Google announced on July 1, 2025, extension of phone number verification requirements to message assets, with enforcement beginning August 1 for new creations and September 1 for existing assets.

Google introduces message asset requirements for ads details how Google announced on September 30, 2025, new policies governing message assets, introducing verification requirements for businesses using messaging features in their ads. The policy launched enforcement on October 30, 2025, with full implementation rolling out over approximately four weeks. Message assets that fail to comply or cannot be properly verified do not serve during this period.

Google expands Advertiser Verification options for Trade Names and DBAs explains how Google announced in December 2023 an expansion of verification options to include businesses using trade names or "doing business as" names, allowing businesses to verify DBA names when both DBA and legal names appear on verification documentation.

Industry-specific verification

Certain industries face additional verification requirements beyond standard advertiser verification. Google Ads tightens policy for gambling advertisers reports that Google announced in September 2024 an update to its Circumventing Systems policy affecting advertisers with Gambling and games certification. The update requires certified advertisers to recertify if material changes occur since initial certification application. Failure to recertify constitutes a Circumventing Systems policy violation, with immediate account suspension upon detection without prior warning and permanent platform bans.

Google Ads accepts sports betting ads in Missouri describes how account certification requires ongoing compliance with both state regulations and Google's policies. Material changes to advertiser operations, licensing status, or business structure necessitate recertification. Failure to recertify after material changes constitutes a Circumventing Systems policy violation.

Google expands gambling ad policy to three Nigerian states explains that recertification requirements apply if operators make material changes to their operations. Google's Circumventing Systems policy mandates that certified gambling advertisers recertify following any modifications to licensure or factors affecting compliance with certification requirements.

Policy center and appeals

Advertisers who believe errors occurred can submit appeals. According to the policy documentation, in Google Ads accounts, advertisers should click the Contact Us link in the notification at the top of their screen. This directs them to the appeal form on the right side of their screen. While completing the form, relevant policy information appears to help understand the suspension reason and appeal process.

If advertisers select Contact Us again while appeals are still being processed, Google Ads accounts show "Appeal pending" status. When appeals are reviewed, advertisers receive emails with outcomes. If appeals are rejected, advertisers can re-appeal following the same process.

The documentation emphasizes that "certain selected advertisers must complete advertiser verification successfully to appeal their account suspension. If Google isn't able to verify their identity after 3 attempts, they won't be allowed to appeal their account suspension." Advertisers suspended for billing and payment suspensions may be asked to verify payment methods to process appeals.

The policy states that "accounts are only reinstated in compelling circumstances, such as in the case of a mistake, so it's important that you take the time to be thorough, accurate, and honest."

Marketing community implications

The clarification reinforces the importance of maintaining accurate information throughout the verification process. With Google's AI-powered defense suspended 39 million advertiser accounts documenting the dramatic increase in account suspensions, marketing professionals face increasing pressure to maintain compliance with expanding policies and verification requirements.

The permanent suspension consequences for false information submissions create significant business risks. Unlike temporary restrictions or warning periods available for many other policy violations, Circumventing Systems violations result in immediate, permanent exclusion from Google's advertising platform.

Agencies and consultants managing client accounts face particular challenges. Google pauses ads for linked accounts in violation of third-party policy explains that individual accounts linked to manager accounts violating policies face automatic suspension. This creates cascading effects where compliant individual advertisers may lose advertising privileges due to association with non-compliant management entities.

The emphasis on verification accuracy aligns with Google's broader transparency initiatives. The Ads Transparency Center, which provides searchable information about advertisers and their ads, relies on accurate verification information to help users understand who is advertising to them and funding advertisements they see.

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Summary

Who: Google Ads and advertisers participating in the advertiser verification program across more than 200 countries and territories. The policy affects agencies, consultants, and businesses managing advertising accounts on the platform.

What: Google added an example within its Circumventing Systems policy clarifying that submitting false or fraudulent information during advertiser verification results in account suspension. The update emphasizes existing consequences without changing enforcement standards. Violations are considered egregious and trigger immediate suspension without prior warning and permanent platform bans.

When: Google posted the policy clarification on November 4, 2025. The company states there is no change to enforcement, meaning the consequences described have been in effect as part of existing policy.

Where: The policy update applies globally across Google Ads platform wherever advertiser verification requirements exist. The clarification appears in Google's Advertising Policies Help Center documentation under the Circumventing Systems section addressing advertiser verification.

Why: The clarification aims to emphasize the serious consequences of providing false information during verification to protect users from scams, misleading information, and dangerous products or services. Google states that when advertisers hide their true identity, users cannot make informed choices, damaging trust in the overall advertising ecosystem. The update reinforces Google's commitment to maintaining a safe and transparent ecosystem where all advertisers follow the same policies without attempting to use false information to evade enforcement.