Country guide · Germany
Google Ads Government Certification in Germany
Quick answer
Germany appears in Google’s policy four times. The Führungszeugnis (certificate of conduct) is Google’s German example of a criminal background check, a covered category. Germany is listed as a regional exclusion for three categories: health insurance (within health and welfare programs), vehicle owner registration, and license plate numbers. Everything else follows the general rules, so certification may be required depending on the service and advertiser.
On this page
- Quick summary
- The policy for advertisers in Germany
- Does Germany require Google Ads government certification?
- German references in Google's policy
- Germany-specific considerations
- Government providers in Germany
- 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
- Covered example: Führungszeugnis (criminal background checks). Germany is not excluded for this category.
- Regional exclusions: health insurance, vehicle owner registration and license plate numbers.
- The health exclusion is limited to health insurance; other welfare benefits are still covered.
- Vehicle registration and plate services targeting Germany can apply for exclusion rather than proving authorization.
Quick summary
| Topic | What it means |
|---|---|
| Mentioned in Google’s policy? | Yes: one example and three regional exclusions |
| German example | Führungszeugnis (criminal background checks) – covered |
| Regional exclusions for Germany | Health insurance; vehicle owner registration; license plate number |
| Not excluded | Criminal background checks, driver licenses, passports, other welfare benefits, business identifiers and the other categories |
| Country-wide certification rule? | No. It depends on the category and advertiser type |
The policy for advertisers in Germany
Germany has an unusual mix in Google’s policy: a widely used document named as a covered example, and three vehicle- and insurance-related exclusions. The practical effect is that motor-vehicle services targeting Germany have more room than in most countries, while services around certificates of conduct do not.
Does Germany require Google Ads government certification?
No country-wide rule applies. Depending on the service:
- Führungszeugnis and other background-check services: covered; certification as a government or authorized provider may be required.
- Health insurance services targeting Germany: regional exclusion; apply to be excluded.
- Vehicle registration (Kfz-Zulassung) and license plate services targeting Germany: regional exclusions; apply to be excluded.
- Other covered categories (passports, driver licenses, ID numbers, business identifiers…): general rules apply.
German references in Google's policy
| Category | Germany in the policy | Effect |
|---|---|---|
| Criminal background checks | Example: Führungszeugnis | Covered |
| Health and welfare assistance programs | Regional exclusion: health insurance in Germany | Health insurance: apply for exclusion; other benefits covered |
| Vehicle owner registration | Regional exclusion: Germany | Apply for exclusion |
| License plate number | Regional exclusion: Germany | Apply for exclusion |
Germany-specific considerations
Führungszeugnis services
Services that help users apply for a Führungszeugnis are promoting a covered document. The Federal Office of Justice operates an official service center for it. A private service would need certification, in practice as an authorized provider with an explicit reference and link on an official government website.
Health insurance – a narrow exclusion
Google’s exclusion reads “Health insurance in Germany”. It does not cover other health and welfare items in the category, such as unemployment benefits, housing support or child care benefits, which remain covered.
Vehicle services
Registration and plate services (for example online registration help or plate ordering combined with registration) targeting Germany fall under two excluded categories. Advertisers still apply for the exclusion through Google’s form, choosing the right category.
Official government websites
Listed so that users and advertisers can find the official service. Linking to these sites does not imply any relationship between Ads Verification Pro and the government bodies concerned.
Government providers in Germany
Federal, state (Länder) and municipal bodies can apply as government providers using their official domains. Municipal registration offices and vehicle registration authorities advertising their own services would typically apply in this way, even where an exclusion exists, because the government-provider option avoids the “Not a government website” disclosure.
Authorized non-government providers
For covered services such as the Führungszeugnis, a private provider must show a link and explicit authorization on an official, public government website for that specific service, keep its domain to that service and target only the authorized region. A Gewerbeanmeldung (trade registration) or a commercial register entry does not meet the criterion; Google lists registry entries and business licenses as invalid evidence.
Advertiser verification
Non-government applicants, including those applying for the vehicle or health insurance exclusions, complete advertiser verification. Use the document list Google shows for Germany in your account. Ensure the legal form (GmbH, UG, e.K.) is part of the name exactly as registered.
Certification vs advertiser verification
The exclusion is part of certification; verification is separate. Both may apply to the same account. See certification vs advertiser verification.
Landing page considerations
Our recommendations: name the company and its legal form (Impressum details), show service fees and official fees separately, link to the official service (for example the Federal Office of Justice for the Führungszeugnis), and avoid the federal eagle or wording such as “amtlich”.
Common problems
- Assuming the vehicle exclusions also cover driver license services.
- Treating all health and welfare services as excluded because health insurance is.
- Promoting Führungszeugnis applications without certification.
- Legal-form mismatches in verification.
Practical preparation checklist
- Sort services into excluded (health insurance, vehicle registration, plates) and covered.
- Apply for the matching regional exclusion for each excluded category you target in Germany.
- For covered services, check authorization or reconsider the offer.
- Align Impressum, documents and payments profile.
Advertising vehicle, insurance or certificate services in Germany?
Next steps
For advertisers in Germany, 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
Is the Führungszeugnis excluded in Germany?
No. Google names the Führungszeugnis as an example of criminal background checks, and Germany is not an excluded region for that category.
Do vehicle registration services in Germany need certification?
Germany is a regional exclusion for vehicle owner registration and license plate numbers. Advertisers do not need government or authorized-provider status for these categories but still apply to be excluded.
Does the health insurance exclusion cover unemployment or housing benefits?
No. The exclusion is specifically health insurance in Germany. Other benefits in the health and welfare category remain covered.
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.
Belgium
Regional exclusions for vehicle owner registration and license plate numbers. No Belgian examples.
France
Carte d'identité, casier judiciaire, Crit'Air and carte grise are named examples. Exclusions for business identifiers and fishing licenses.