Google is cracking down on impersonation and fraud in legal service advertisements by implementing stricter verification requirements for lawyers using Local Services Ads. The new identity verification requirements, which have a deadline of November 15, aim to protect both businesses and consumers.
Law firms and practices using Local Services Ads will be affected by this change. The new requirement involves identity checks for business owners, senior partners, and featured professionals. Google’s partner, Evident, will be responsible for conducting the identity verification process.
The process works by Evident emailing lawyers on September 16, giving them 30 days to complete the verification. Verified identities will then be cross-checked with professional license information. In order to comply with the new requirements, business owners must update email addresses for all featured professionals by September 16. Each professional needs a unique email address for individual case generation.
Failure to complete the verification by the deadline could result in ads being suspended, which could have a significant impact on law firms’ online visibility and client acquisition. This additional hurdle may not be a priority for some businesses, as it requires time and effort to complete the verification process.
The communication from Google regarding these changes started this week, with Anthony Higman, founder and CEO of ADSQUIRE, sharing the letter he received from Google on LinkedIn.
In conclusion, Google’s implementation of stricter verification requirements for lawyers using Local Services Ads is a step towards protecting businesses and consumers from impersonation and fraud in legal service advertisements. While this change is important for maintaining trust and safety, it may present an extra hurdle for businesses that may not be willing to prioritize the verification process. It is crucial for law firms and practices to complete the verification by the November 15 deadline to avoid potential suspension of their ads and the subsequent impact on their online visibility and client acquisition.
