Google has continued to expand its Advertiser Verification and transparency requirements throughout 2025, with several updates affecting how advertisers are identified, how ads are displayed, and how compliance is enforced.
These changes are part of Google’s broader effort to improve user trust, reduce fraud, and increase accountability across its advertising platforms.
Key Updates for 2025
Payer Name Disclosure
Google now displays the name of the entity funding an advertisement (the “payer name”) within the My Ad Center panel and the Ads Transparency Center.
To support accurate disclosures:
- Agencies that were previously verified as direct advertisers were required to re-verify as agencies by May 31, 2025, ensuring the correct client payment profile is shown.
- As of June 2025, advertisers can manually edit the displayed payer name within their verification settings. This allows businesses to show a clear, accurate funding name instead of a default payment profile label.
These updates help users better understand who is behind an ad before engaging with it.
Stricter Enforcement on False Information
In November 2025, Google updated its Circumventing Systems policy to explicitly state that providing false or misleading information during advertiser verification is a violation.
Submitting fraudulent or inaccurate details may now result in:
- Immediate account suspension
- Loss of advertising privileges
This reinforces Google’s zero-tolerance approach to misrepresentation across its advertising ecosystem.
Enhanced Verification for Regulated Industries
Advertisers operating in regulated sectors are now subject to more rigorous verification processes. This includes industries such as:
- Financial services (including debt-related services in certain regions)
- Healthcare and telemedicine
- Other compliance-sensitive verticals
In some markets, additional documentation or third-party certifications (such as LegitScript) are required before ads can run.
Clearer Pricing Disclosure Requirements
As of October 28, 2025, Google introduced stricter rules around pricing transparency.
Ads must now:
- Clearly disclose full costs and payment structures
- Avoid hidden fees or misleading pricing models
- Use the term “free” only when no payment or obligation exists
These changes are designed to reduce confusion and prevent bait-and-switch advertising practices.
Phone Number Policy Enforcement
Beginning December 10, 2025, Google began enforcing a stricter policy on phone numbers used in ads.
Phone numbers associated with fraudulent activity, spam complaints, or repeated policy violations may now be blocked from use in advertising.
Advertisers are expected to ensure that contact details are authentic, accurate, and consistent across platforms.
What This Means for Advertisers
For most legitimate businesses, these updates represent standard compliance maintenance, not operational disruption. However, accuracy and transparency are now more important than ever.
Keeping advertiser information current helps:
- Avoid ad interruptions
- Maintain account stability
- Improve user trust and ad credibility
Choice OMG’s Role
Choice OMG monitors platform policy updates across Google, Meta, and other major advertising networks. Where verification updates or disclosures are required, we help clients navigate the process and ensure their ad presence remains compliant and stable.
Advertiser verification should now be treated as a core part of ongoing Google Ads account management.
Written by the Choice OMG team. Published December 2025. For Google Ads management inquiries, contact us.
Related: Meta Lead Ads Compliance Update