Google will soon require some suspended advertisers to go through the advertiser verification process to be reinstated. This will start to roll out on October 10, 2023 to some advertisers.

Who is impacted. This new policy will impact “selected advertisers whose accounts were suspended,” but will not impact advertisers who are on on monthly invoicing, Google explained.

What is changing. Instead of simply submitting a suspension appeal, some advertisers will first need to go through the verification process to be allowed to submit an appeal. Google wrote, “In October 2023, selected advertisers whose accounts were suspended due to a violation of our Google Ads policies must complete Advertiser verification first to be able to appeal their account suspension.”

“Advertisers on monthly invoicing are not required to complete Advertiser verification and may directly appeal their account suspension.”

When is this happening. Google said it will roll out this process on October 10, 2023 with full enforcement ramping up over approximately four weeks.

What verification is required. Google said that advertisers may be required to provide the following information for advertiser verification for the  account suspension appeals process:

• D-U-N-S number if the advertiser is an organization
• US Social Security Number or phone number if the advertiser is an individual

Why we care. This will likely cause a bit of a headache to some advertisers who had their accounts suspended. At the same time, this may reduce issues with ad quality, and ad fraud on the Google Ads network.