Google Updates Political Content Policy, Adds YouTube Audio Ads

Google in August will change the requirements for political content policy ads for visual and audio, the company announced Monday.

The updated policy aims to clarify the disclosure requirements for election advertising using ad formats and features available across Google when the advertiser is responsible for including a “Paid for by” disclosure directly in the ad.

Serving a political ad comes with restrictions. Election-related ads will require the disclosure for visual formats to be visible at all times.

The ads must serve up in a “sufficient size,” so all viewers can see it.

Google has different requirements for political and election advertising based on region. Election ads in some regions may run only if the advertiser is verified by Google.

Election ads in these areas are subject to disclosure requirements and targeting restrictions. Google Ad Grants accounts are not eligible to run election ads or apply for election ads verification in these regions. 

If the ads contain political content not restricted by the local legal requirements for a given region, the ads may run as long as they are compliant with all other Google Ads policies and local laws and regulations.

Non-compliance with Google’s political content policies may result in information about the account and political ads being disclosed publicly or to relevant government agencies and regulators, according to Google.

The company also notes that the political disclosure for audio ads must be similar in pitch, tone and speed to the rest of the ad. 

Along with the other additions, Google will allow U.S. Election Ads to run as Audio Ads on YouTube

Advertisers wishing to run U.S. Election Ads must be verified by Google. Advertisers must complete U.S. Election Ads verification.

YouTube Audio Ads, which launched in November 2020 in beta, allows marketers to reach audiences listening to music, podcasts, or other audio content on YouTube.

When launched, it was first advertising format on YouTube designed to connect brands with music fans in engaged and ambient listening on the site, whereas dynamic music lineups are dedicated groups of music channels focused on popular genres, from country to hip-hop.

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