Google expands its list of local advertising codes
Google Ads updated its Legal Requirements policy guidance, adding advertising and marketing self-regulatory codes covering Argentina, Australia, Chile, Colombia, Paraguay and South Africa.
Why it matters. Advertisers targeting multiple countries have more than Google’s own advertising policies to consider. Campaigns must also comply with applicable local laws and regulations — and, where relevant, industry or advertising self-regulatory codes.
What changed. Google maintains a reference list of advertising codes issued by local advertising bodies, industry groups and other organizations. On Sept. 22, it said the list had been updated with additional codes for the six countries.
The key point. This isn’t a replacement for Google’s existing Ads policies. Advertisers are expected to comply with Google’s policies and the legal requirements that apply in every location their campaigns target.
Advertisers are responsible. Google explicitly says its list isn’t an exhaustive explanation of local legal requirements. Advertisers are responsible for researching the rules that apply where their businesses operate and wherever their ads are targeted.
Why we care. International campaigns can create compliance obligations beyond the country where an advertiser is based. A business expanding its targeting into another market should therefore review the applicable advertising rules before launching or expanding campaigns there.
Between the lines. Geographic expansion isn’t just a media-buying decision. As advertisers scale Google Ads into new countries, local advertising standards can affect what they can claim, promote and communicate — particularly in regulated industries.
The bottom line. Google is giving advertisers more local compliance references, but the responsibility remains with advertisers to understand and follow the rules in every market they target.
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