Google announces “Limited Ads Serving,” the policy that aims to increase transparency in advertising, improve trust with users and stop false ads. Google’s brand new “Limited Ads Serving” policy is designed to improve transparency of ads and cut down on fraud.
The policy stipulates a trial period for new advertisers which could limit their ad impressions. This strategy is designed to improve trust between users and reduce the influence of misleading ads. Google has implemented an updated “Limited Ads Serving” policy to enhance transparency in ads and protect users from false advertisements.
This policy is aimed at unfamiliar or less well-known advertisers whose advertisements could be more at chance of being fraudulent or presenting false information. With the new guidelines, Google will limit how the ads appear across its platforms in order to limit the risk that users be exposed to misleading advertising.
A Get-to-Know-You Period
In Google’s latest policy, advertisers who Google has had limited experiences with will be subject to a trial period. At this point advertisers might be subject to limitations on the number of impressions their ads could produce. The policy will be in effect when advertisers launch advertisements that target particular brands, particularly in cases where it’s unclear if they have an official relationship with the brand targeted.
In the words of Google:
“This is an area where we especially want to ensure users have a clear understanding of who they are dealing with when they interact with an ad.”
Enhanced User Experience and Trust
Google believes that the new policy will enhance the user experience by ensuring that ads originate from licensed advertisers as well as those with an established track record of adhering to the guidelines and being open. If a person searches for flights with the airline they prefer for instance this could mean that the majority of ads they see coming from that particular airline as well as its rival airlines local hotels, as well as other companies with a track record of observing the rules. Advertisers must have this compliance record to prevent a lack of exposure while also establishing their credibility.
Google insists on the main purpose in this document:
“While we want to allow users the opportunity to interact with relevant and helpful ads, this policy will reduce the chance that they’ll see a misleading or confusing ad from an advertiser with an unproven track record.”
Advertisers that are impacted through this regulation will be informed and given advice on how to be qualified. Google provides simple guidelines for advertisers on how to design appealing ads, including connecting their domain name to the ad’s title, especially when they’re not an established brand.
Transparency & Evaluation Criteria
In analyzing an advertiser’s background, Google will look at factors like comments made by users on ads and whether the advertiser adhered to Google’s rules for advertising before, and whether the advertiser went through Google’s verification process to prove their identity.
Google warns marketers that they are able to provide feedback on ads:
“Our customers are able to give feedback on each ad that they see on our platform and based on the extent to which they experienced either a positive or negative experience with the ad. We’ll take this feedback into consideration.”
Keeping The Doors Open For New Advertisers
Google confirms that the new policy won’t stop or eliminate ads from their website.
Instead, any limitations are only applicable to specific situations, like instances where users could be deceived by the similarities between the advertiser’s name and the name of a different company.
The plan will be slowly implemented, with slight modifications to ensure that it meets its function.