As India gears up for Lok Sabha elections, Google has announced new election ad policy in the country that would provide detailed information on who is purchasing political ads online in India.
For each ad the political as campaigners in India wish to run on its platform, Google’s updated election ad policy will require them to provide a “pre-certificate” issued either by the Election Commission of India (ECI) or anyone authorised by the ECI. California based company The Mountain View would then verify the identity of individual advertisers before their election ads run appear anywhere on Google’s platform. As per Google, the verification process for the election ads in India would begin on February 14, 2019.
The company would also make it easy for the users to see who is spending what amount on political ads in addition to verifying political ads in India by introducing a Political Advertising Transparency Report and searchable Political Ads Library that will be specific to India. These will provide comprehensive information about who is purchasing election ads on our platforms and how much money is being spent.
The Political Ads Library being planned to introduce in India is like the one Google introduced in the United States ahead of the Mid Term elections in the country last year. The ad library essentially allows common users to filter out the political ads based on several factors including- date, amount spent, impressions, and type (video, text or image).
The company will also show a ‘Paid for by’ label on top of the political ad. Election ads on Google platforms will also disclose who has paid for the ad in addition to the Transparency Report and Ads Library. For more details, advertisers can refer to the India election ads policy for more details. As per Google, both the tools will go live in India in March 2019.