Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google’s New “Not a Government Website” Label for Search Ads
Google will start labeling search ads that promote government documents and services as “Not a government website” if the advertiser is not certified as a government provider. This change aims to increase transparency for users when interacting with ads related to government services. The rollout begins on October 22, 2025, with full enforcement completed within four weeks. All search ad formats promoting these services will display this disclosure.
Optimixed’s Overview: Enhancing Transparency with Google’s Upcoming Government Service Ad Labels
Understanding Google’s Updated Policy on Government Documents and Services Ads
Starting October 22, 2025, Google will implement a new feature in its advertising platform designed to help users better identify the nature of ads related to government documents and services. If an advertiser is not officially certified as a government provider, their ads promoting these categories will automatically receive a label stating “Not a government website.”
Key Details of the Policy Update
- Scope: Applies to all search ad formats promoting government documents and services as defined under Google’s policy.
- Certification Requirement: Advertisers must be certified government providers to avoid having the label applied.
- Label Placement: While exact placement details are not specified, the label will appear within the ad’s informational area.
- Rollout Timeline: Begins on October 22, 2025, with a phased enforcement period lasting about four weeks.
Implications for Advertisers and Users
This update promotes greater transparency, helping users distinguish between official government services and third-party providers. Advertisers not certified as government entities should prepare for this disclosure to be automatically added to their ads, potentially impacting user trust and click-through rates.
