Country guide · Australia
Google Ads Government Certification in Australia
Quick answer
Google’s policy names two Australian examples: the Proof of Age Card (regional identification numbers) and the Australian Business Number, ABN (business identifiers). Australia is listed as a regional exclusion for public road access fees and passes, such as tolls. Other covered services in Australia follow the general rules, so whether certification is needed depends on the service and the advertiser.
On this page
- Quick summary
- The policy for Australian advertisers
- Does Australia require Google Ads government certification?
- Australian references in Google's policy
- Australia-specific considerations
- Government providers in Australia
- Authorized non-government providers
- Advertiser verification
- Certification vs advertiser verification
- Landing page considerations
- Common problems
- Practical preparation checklist
- Next steps
- Frequently asked questions
- Official Google sources
Key points
- Australian examples: Proof of Age Card and ABN.
- Australia is a regional exclusion for public road access fees and passes.
- ABN registration services are covered: Australia is not excluded for business identifiers.
- Electronic travel visa services for Australia fall under a transnational category.
Quick summary
| Topic | What it means |
|---|---|
| Mentioned in Google’s policy? | Yes: two examples and one regional exclusion |
| Australian examples | Proof of Age Card (regional identification numbers); Australian Business Number – ABN (business identifiers) |
| Regional exclusion for Australia | Public road access fees and passes |
| Transnational relevance | Electronic travel visas and authorizations for visitors to Australia |
| Country-wide certification rule? | No. It depends on the category and advertiser type |
The policy for Australian advertisers
In Australia the policy most often affects ABN and business-registration services, identity-document services, visa and travel-authorization services, and toll or road-pass services. Google treats them differently: toll and pass services can use a regional exclusion; the others cannot.
Does Australia require Google Ads government certification?
There is no Australia-wide rule. Google’s policy may require certification depending on the category:
- ABN or other business identifier services: covered; certification as a government or authorized provider may be required.
- Proof of Age Card and similar ID services: covered.
- Tolls, road fees and passes targeting Australia: regional exclusion; apply to be excluded.
- Services outside the categories: this policy does not apply.
Australian references in Google's policy
| Category | Australia in the policy | Effect |
|---|---|---|
| Regional identification numbers | Example: Proof of Age Card | Covered |
| Business identifiers | Example: Australian Business Number (ABN) | Covered |
| Public road access fees and passes | Regional exclusion: Australia | Apply for exclusion |
Australia-specific considerations
ABN services
Businesses offering “ABN registration” alongside company setup, GST or business-name services should note that the ABN is Google’s own example of a business identifier. Ads that promote obtaining an ABN are in scope, and Australia is not among the excluded regions for this category (unlike Colombia, France, India and Peru).
Tolls and passes
Toll payment, toll notice and road pass services targeting Australia can apply under the regional exclusion. The exclusion is limited to that category; vehicle registration or driver license services are not covered by it.
Visas for visitors
Travel-authorization services for visitors to Australia are typically promoted to people abroad. That category is transnational, so authorized providers are not limited by the geographic targeting rule, but they still need qualifying authorization.
Government providers in Australia
Commonwealth, state, territory and local government bodies can apply as government providers using their official domains (typically gov.au). Government providers do not need to complete advertiser verification as Step 2 of certification, according to Google.
Authorized non-government providers
Australian intermediaries can qualify only if an official, public government website links to their domain and explicitly references them as authorized for the specific service, their domain promotes only that service, and their targeting matches the authorization. Holding an ABN or ASIC registration is not authorization; Google lists registry entries and licenses as invalid evidence. See what counts as government authorization.
Advertiser verification
Advertiser verification confirms identity and is separate from certification. For Australian organizations, use the document types Google lists for Australia in your account and keep the registered entity name consistent with your ABN record, documents and payments profile.
Certification vs advertiser verification
An ABN can help with verification (identity) but not with certification (authorization). Read why registration is not authorization.
Landing page considerations
We recommend showing whether the official service is free or what the official fee is, separating your service fee, linking to the official government service and avoiding the Commonwealth Coat of Arms or similar emblems.
Common problems
- Advertising “free ABN registration” help without certification.
- Extending the toll exclusion to registration or license services.
- Using an ABN as evidence of government authorization.
- Inconsistent business names between ABN records and the Google Ads payments profile.
Practical preparation checklist
- Classify each service: excluded (tolls, passes) or covered (ABN, ID, visas, registration).
- Apply for the regional exclusion where it fits.
- For covered services, confirm authorization or reconsider what you advertise.
- Align entity details for advertiser verification.
Advertising ABN, ID, visa or toll services in Australia?
Next steps
For advertisers in Australia, these guides and services are the most useful next steps:
- How the government documents and services policy works and our policy reference with all categories
- Government certification options and options for private government service providers
- How certification and verification fit together and the advertiser verification guide
- How all 20 countries compare, category by category, or browse all country guides
- Prepare with the verification checklist or get help: verification support, landing page review, policy compliance audit or contact us
Frequently asked questions
Can I advertise ABN registration assistance?
The ABN is Google’s example of a business identifier, and Australia is not excluded for that category. Advertisers need certification, in practice as a government or authorized provider.
Do toll payment services in Australia need certification?
Australia is a regional exclusion for public road access fees and passes. You do not need government or authorized-provider status for that category, but you still apply to be excluded from the policy.
Does the toll exclusion cover vehicle registration?
No. Vehicle owner registration is a separate category with no Australian exclusion.
Official Google sources
Google updates its policies and help pages. Check the current version of these pages before you apply or change your account. We last checked them on the “Last reviewed” date shown at the top of this page.
Keep reading
Related resources
Government Certification
The four certification options and how the process works.
New Zealand
The Community Services Card is a named example of health and welfare programs. No regional exclusions.
Canada
eTA is a named example (transnational). Regional exclusions for road access fees and license plate numbers.