South Sudan advertiser-verification address guidance

What changed

Google’s current advertiser-verification documentation for South Sudan says that certain individual advertisers may need to provide a second proof of address that matches the name and address already supplied. The address is not displayed in the ad disclosure. The documentation lists a government-issued photo ID showing an address, a utility, phone or internet bill issued within the previous 60 days, a bank statement issued within the previous 60 days, and a lease or mortgage agreement as examples of accepted proof. Requirements for organisations differ from those for individuals. Google directs advertisers to follow the requirements presented for their region, account type and verification request in the Google Ads interface, rather than sending documents by email.

This is current, country-specific guidance, not confirmation of a newly introduced worldwide verification rule. The available material does not provide an official publication date, revision date, effective date or change date. Coverage dated 16 October is therefore evidence of when secondary coverage appeared, not when a requirement began. Google’s documentation does not name an individual author.

For advertisers and agencies working with South Sudan accounts, the practical value is in reducing avoidable verification friction. The requirement is conditional: it applies to certain individual advertisers, so an advertiser should not assume that every account will need the same document set. Equally, it would be risky to rely on a document simply because it is commonly used elsewhere. The operative request in the account interface, the account classification and the document’s match to the submitted identity and address should guide preparation. Where a bill or statement is requested, the 60-day window should be checked against the document issue date before it is uploaded. Where an ID is used, the address must be visible on that ID under the examples listed.

Teams should preserve an internal record of the account, request type, document category and submission date, while applying their own privacy and retention controls to sensitive identity material. This is an operational check, not evidence that Google has changed its policy for every advertiser or market. Before communicating a customer-facing requirement, confirm the live interface request and the current South Sudan guidance. That approach keeps the distinction clear between documented possibilities, account-specific instructions and any future policy change that Google may formally date.

Why it matters for advertisers

It helps affected advertisers prepare relevant address evidence without overstating the guidance as a universal, new or globally effective requirement.