Why Visa, Passport and Driving Licence Ads Keep Getting Banned on Google Ads (and How to Get Approved)

Businesses that handle government paperwork, such as passport renewals, visas, driving licence renewals, company registration or tax ID applications, often find their Google Ads campaigns rejected without knowing why, even though the business is legal and provides a real service. Most of these problems come from a policy called “Government Documents and Services,” which Google enforces strictly worldwide to protect consumers from scams or from mistakenly believing they are dealing directly with a government agency. This article summarises the full policy directly from Google's Advertising Policies Help page so Thai businesses understand it before launching a campaign.

Google defines “government documents and services” as documents issued by government agencies or services run directly by the state. This covers many categories, including national ID numbers or cards, birth and death certificates, name or address changes, business registration numbers, criminal background checks, health and welfare benefits, certain tax refunds, visas and electronic travel authorisations, passports, border crossing documents, driving licences, road tolls, vehicle registration and licence plates, hunting or fishing licences, and even residency lottery programmes in some countries. If an ad relates to any of these, it immediately falls within the scope of the policy.

The core rule is clear: only certified government agencies (government providers) and providers officially authorised by the government (authorised non-government providers) can run ads that directly promote applying for or obtaining these documents. To count as an authorised provider, the business's website must be linked from an official government website that clearly states it is authorised to provide that document service, not merely referenced on the business's own site.

Without any certification, ads that claim to directly help “apply for,” “renew” or “process” the documents listed above, such as “Express passport renewal within 1 day” or “Guaranteed visa approval,” carry a high risk of rejection, because they directly promote access to government documents without authorisation. Some categories have exemptions by region or business type, such as driving schools being exempt from the driving licence category in some countries, but Thailand is not on any exemption list for any category. Thai businesses should therefore assume they need full certification if they offer services in an affected category.

The first step is to submit an application form and choose the certification type that matches your business: a government agency, a government-authorised provider, eligible for a regional or business-type exemption, or confident that your ads aren't covered by the policy at all. The second step is to pass Google's Advertiser Verification programme by submitting additional business identity documents. The review takes about 5–7 business days, and once both steps are complete, Google issues the certification to the account within about 10–12 business days. Until you're certified, Google automatically shows the label “Not a government website” on Search ads in every category covered by this policy.

Google states clearly that it won't suspend an account immediately without warning; it sends a warning at least 7 days before actually suspending the account. Businesses whose ads are rejected therefore still have time to fix things, either by adjusting ad copy so it doesn't imply handling documents directly, or by applying for the certification that matches the work they actually do.

Bookkeeping or year-end accounts services on their own are not covered by this policy and can be advertised normally. But add-on services accounting firms often sell, such as registering a company or partnership, applying for a tax ID, VAT registration or registering as an employer with the Social Security Office, all fall under “business registration numbers” or “government benefits,” which require certification under this policy. Ads that explicitly say “Company registration done in 1 day” or “Free social security registration” carry a high risk of rejection. Accounting firms should therefore separate their campaigns, focusing mainly on core accounting services that aren't affected by the policy. For registration services, adjust the copy to position yourself as a documentation consultant rather than implying you file on the client's behalf, or apply for certification if registration services are genuinely a main source of revenue.

Before launching a campaign related to government documents, check whether your services fall into a restricted category. If they do and you aren't certified, adjust your ad copy to focus on consulting or help preparing supporting documents, rather than implying you'll submit applications directly. Avoid wording that suggests you're a government agency or guarantees 100% results, and if you're unsure, submit the certification form early, as the review takes several business days. This policy has regional details that can change, so always check Google's official policy page again before deciding. This article is for general educational purposes only and is not legal advice.