Google Ads eases its business name policy for brands that sell on partner sites

Google will relax the business name policy in Google Ads in October 2026, a policy update notice published on 1 October says. Brands will be able to show their own name in an ad even when the landing page sits on another company’s domain. They have to meet three conditions.

Google Ads sets three conditions for brand owners

First, the business name must accurately reflect the recognised name or brand of the advertiser. Second, there must be a verified direct relationship between the advertiser and the owner of the domain. Third, the advertiser’s products or services must be offered directly on that domain.

The change creates a narrow exception to the rule that ties the business name in an ad to the site it leads to. It helps a brand that sells through a partner’s site it has a verified link with.

Resellers, affiliates and booking sites stay excluded

Google lists who cannot use the exception. Third-party resellers, independent booking intermediaries, affiliate distributors and secondary sellers do not qualify. They still cannot use the brand name of a product or service they sell as their own business name.

This keeps a hotel booking site, for example, from appearing in ads under the hotel’s name. Google also changed its Search ads rules recently with a pilot for some gun accessory ads in the US.

Search Engine Roundtable dates the start to 16 October

Google’s notice gives only the month. Search Engine Roundtable, which reported the update on 2 October, gives 16 October as the start date. The English version of the policy is the one Google enforces.

It is one of several rule changes in Google Ads this season. Google also began to accept raw IP addresses in Customer Match, outside the European Economic Area.

From the second half of October, brand owners that sell through a verified partner can run ads under their own name. Resellers, affiliates and booking sites stay on the old rule.