Google Ads to Tighten Business Name Requirements

Google Ads will update its Business Name requirements policy in October 2026, introducing limited exceptions that will allow some advertisers to use a business name that differs from their destination domain.

The updated policy will apply where specific conditions are met, according to a notice from the Google Ads Team.

What is changing?

Under the updated requirements, a difference between an advertiser’s business name and its destination domain may be permitted in limited circumstances.

Advertisers will need to meet all three conditions:

• The business name must accurately reflect the recognised name or brand of the advertiser.
• There must be a verified direct relationship between the advertiser and the owner of the destination domain.
• The advertiser’s products or services must be directly offered on the destination domain.

This means that simply using another company's brand name in an advertisement will not be enough to qualify for the exception.

Third-party sellers excluded

Google said the provision will not apply to third-party resellers, independent booking intermediaries, affiliate distributors or secondary sellers.

These advertisers will be prohibited from using the standalone brand name of the goods, services or properties they are offering as their business name.

For example, a third-party seller offering another company's products would not qualify to use that company's standalone brand name as its own business name under the new provision.

Enforcement begins October 19

Google said it will begin enforcing the updated policy on 19 October 2026.

The change is therefore particularly relevant to advertisers whose business names currently differ from the domains users are directed to after clicking their advertisements.

Advertisers affected by the policy should review their business names, domain ownership relationships and landing pages before the enforcement date to ensure that their advertisements meet the revised requirements.

The notice was issued directly by the Google Ads Team.