Google halts US Election Ads after polls close: 2024 Policy Update

Google has announced an update to its Political content policy, introducing temporary restrictions on advertisements related to the United States elections. The change, set to take effect on November 5, 2024, aims to address concerns about the impact of political advertising during critical voting periods.

According to Google's official announcement made on October 17, 2024, the company will pause all ads relating to US elections from serving in the United States after the last polls close on election day, November 5, 2024. This temporary measure will affect a wide range of political content, including:

• US Election Ads
• Advertisements referencing US elections
• Content related to election processes
• Ads discussing election outcomes

Google has stated that this pause is a temporary measure, with plans to notify advertisers when the policy is lifted. The company has not provided a specific timeline for the duration of this restriction.

Scope and exceptions to the new policy

While the policy change is broad in its application, Google has clarified that certain types of advertising will be exempt from this temporary pause. Specifically, public information campaign ads run by state or federal government bodies responsible for administering election processes will still be allowed to serve during this period.

This exception is likely intended to ensure that official election-related information can still reach voters, even as other political advertising is restricted.

Context and implications of the policy update

The decision to implement this pause comes amidst growing concerns about the influence of digital advertising on electoral processes. By restricting political ads immediately after polls close, Google appears to be addressing potential issues related to premature claims of victory or disputes over election results.

This move aligns with broader industry trends towards increased regulation and transparency in political advertising on digital platforms. It also reflects the ongoing challenges faced by tech companies in balancing free speech with concerns about misinformation and election integrity.

Existing verification requirements for political advertisers

It's important to note that this new policy builds upon Google's existing framework for political advertising. Prior to this update, Google already had stringent requirements in place for advertisers seeking to run election-related content:

• Advertisers must complete a verification process to run US election ads within the United States.
• For US election ads shown outside the US, advertisers need either election ads verification or Advertiser Identity verification.
• Verified advertisers are required to include "Paid for by" disclosures in their ads.

Targeting restrictions on election ads

Google's policy also includes limitations on how election ads can be targeted. Advertisers are restricted to using only the following criteria:

• Geographic location (excluding radius around a location)
• Age and gender
• Contextual targeting options (ad placements, topics, keywords against sites, apps, pages, and videos)

All other targeting methods are prohibited for election ads.

Disclosure requirements for synthetic content

In addition to the new pause on election-day advertising, Google maintains strict rules regarding synthetic or digitally altered content in political ads. Advertisers must disclose when their ads contain:

• Synthetic content that makes it appear as if a person is saying or doing something they didn't
• Altered footage of real events or generated realistic portrayals of events that did not occur

These disclosures are required to be clear, conspicuous, and placed where users are likely to notice them.

Impact on advertisers and the political landscape

This policy change is likely to have significant implications for political campaigns, advocacy groups, and other organizations involved in election-related messaging. Advertisers will need to adjust their strategies to account for the blackout period immediately following the close of polls.

The move may also influence how campaigns allocate their advertising budgets, potentially leading to increased ad spending in the lead-up to election day.

Key Facts

• Google will pause US election-related ads after polls close on November 5, 2024.
• The pause applies to ads referencing US elections, their processes, or outcomes.
• Public information campaigns by official election bodies are exempt from the pause.
• The policy update was announced on October 17, 2024.
• Existing verification requirements and targeting restrictions for political ads remain in place.
• Advertisers must disclose synthetic or digitally altered content in political ads.
• The duration of the temporary pause has not been specified.