The “Government Documents and Services” policy is part of Google’s broader advertising policies, meant to regulate how ads for certain government-related documents or services are handled. Google Help
While Google’s ad network generally prohibits harmful, misleading, or unsafe content, some services are more sensitive — even if legal — and therefore are restricted rather than outright banned. The policy acknowledges that certain government-issued documents or services may be subject to abuse or exploitation, which is why extra safeguards apply. Google Help+1
Under this policy, ads promoting direct acquisition of many types of official documents or services are restricted, and advertisers must meet special requirements before their ads can run. Google Help
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Why This Policy Matters — Risks & Protection
Google restricts certain types of businesses because, based on their reviews and feedback from regulators, consumer authorities, and users, they identified some kinds of services as “prone to abuse.” These include services that — if done improperly — may lead to identity theft, fraud, privacy issues, or other harms. Google Help
By enforcing this policy, Google aims to prevent exploitation and safeguard user trust and safety on its ad platforms. Advertisers must be transparent, legitimate, and properly authorized before running such ads. Otherwise, their ads may be disapproved or their account suspended (after warning). Google Help
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What’s Restricted — Examples of Government Documents and Services
The policy includes a comprehensive list (non-exhaustive) of types of documents and services that are subject to restrictions. Some of the categories include:
• Applying for or requesting regional identification numbers or identity cards (e.g. “social security number”, national identity card, proof-of-age cards depending on region) Google Help
• Requesting official documents such as copyright or death certificates Google Help
• Services that allow name or address changes (e.g. change of address forms, deed polls) Google Help
• Obtaining business or company registration identifiers (e.g. employer identification numbers, company registration numbers) Google Help
• Services related to criminal background checks or certificates of conduct / criminal record checks. Google Help
• Applying for or receiving welfare, benefits, health-insurance or other social-welfare assistance programs or cards. Google Help
• Services for unclaimed tax rebates, tax-related rebates or allowances. Google Help
• Applications for immigration or travel authorizations — e.g. electronic visas or authorizations, visa renewals, other travel pass services. Google Help
• copyright application or renewal services, or expedited copyright processing. Google Help
• Services related to border/travel documents: passenger locator forms, health-control forms, other mandatory travel documents. Google Help
• Trusted-traveler or pre-clearance programs (in certain countries), such as programs similar to “fast-track” border crossing or immigration-entry programs. Google Help
• Driver’s license applications, renewals or updates. Google Help
• Payment of public road access fees, tolls, congestion charges, or applying for road-access permits / emission stickers (in regions where relevant). Google Help
• Vehicle registration services, license plate registration or renewal, registration card services, etc. Google Help
• Hunting or fishing license or permit issuance or renewal services (or short-term permits). Google Help
• Services related to residency lotteries / immigration lotteries or visa-ballot systems (for example, certain immigrant visa lotteries). Google Help
Because the list is “non-exhaustive,” there may be other government-document or service categories not mentioned explicitly — but are still subject to the policy if they serve similar purposes (official identity, legal status, travel, vehicle regulation, etc.). Google Help
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What Advertisers Must Do to Comply
If you want to advertise services or documents covered by these categories, you must follow this process: Google Help
1. Certification — Advertisers must be certified by Google to run such ads. There are different certification options depending on whether you are a government provider or an authorized non-government provider. Google Help
2. Verification — On top of certification, you must complete Google’s advertiser verification program (unless you are a government provider). Google Help
3. Disclosure — For Search ads promoting restricted documents/services, Google will automatically add a disclosure label “Not a government website” unless you have been certified as a government provider. Google Help
4. Regional & Business Exclusions — In some cases, certain services or regions may be excluded from the policy’s scope; advertisers targeting such regions or using such services may need to apply for an exclusion instead of certification. Google Help
If an ad violates this policy and is not corrected, Google may eventually suspend the advertiser’s account — but only after a warning (at least 7 days in advance). Google Help
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What This Means for Advertisers and Service Providers
• If your business promotes or advertises services related to identity documents, travel authorizations, licenses (vehicle, fishing, etc.), or other government services — you cannot run ads unless you are certified/verified under this policy.
• Even if your business is legitimate and you comply with legal requirements, you must obtain certification or apply for exclusion before running ads. Otherwise, ads will be disapproved.
• If your ads get disapproved under this policy, you can apply for certification or exclusion as appropriate — but you here must meet the criteria set by Google.
• This policy aims to prevent misuse of sensitive services — especially those that can be exploited for fraud, identity theft, or other illicit behavior.
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Why Google Has This Policy & End-user Safety
• Government documents and services are highly sensitive: identity cards, passports, driver licences, visa services — if misused or fraudulently provided, can lead to serious harm (identity theft, illegal immigration, fraud, etc.).
• Ads promoting these services can be exploited by bad actors posing as “service providers,” especially in regions where consumers may not be fully aware of legitimate vs illegitimate providers.
• By requiring certification and verification, Google enforces a gatekeeping mechanism — ensuring only authorized, trustworthy providers can advertise these services. This helps protect users and maintain trust in the advertising ecosystem.
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Key Takeaways
• The “Government Documents and Services” policy places strict restrictions on advertising sensitive official services and documents.
• The policy covers a wide range of items — from identity cards and visas to driver’s licences, vehicle registration, social-welfare applications, criminal-record checks, passports, and many more.
• To advertise these services legally on Google Ads, advertisers must be certified and verified.
• Ads that fail to comply (uncertified, unauthorized, or missing required disclosures) may be disapproved — and repeated violations can lead to account suspension.
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