Country guide · Netherlands
Google Ads Government Certification in the Netherlands
Quick answer
Google’s policy names the Verklaring omtrent het gedrag (VOG) as its Dutch example of a criminal background check, a covered category. The Netherlands is not listed as a regional exclusion in any category. Services that promote obtaining a VOG, or other covered Dutch documents and services, are within the policy, and certification may be required depending on the advertiser type.
On this page
- Quick summary
- The policy for advertisers in the Netherlands
- Does the Netherlands require Google Ads government certification?
- Dutch references in Google's policy
- Netherlands-specific considerations
- Government providers in the Netherlands
- 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: VOG (criminal background checks).
- No regional exclusions for the Netherlands.
- Employers and recruitment agencies that request VOGs for candidates should check how they advertise this service.
- Justis, the screening authority, issues the VOG.
Quick summary
| Topic | What it means |
|---|---|
| Mentioned in Google’s policy? | Yes: one example |
| Dutch example | Verklaring omtrent het gedrag (VOG) – criminal background checks |
| Regional exclusions for the Netherlands | None listed |
| Relevant categories | Criminal background checks; plus all other covered categories under the general rules |
| Country-wide certification rule? | No |
The policy for advertisers in the Netherlands
The VOG is required for many jobs and volunteer roles in the Netherlands, which creates search demand and a market for “VOG aanvragen” help. Google uses it as the Dutch example of the criminal background checks category. Because no Dutch exclusion exists, the normal certification options apply to every covered category.
Does the Netherlands require Google Ads government certification?
No country-wide rule applies. Google’s policy may require certification for ads promoting covered services such as obtaining a VOG, depending on whether the advertiser is a government body, an authorized provider or neither. Services outside the categories are not affected by this policy.
Dutch references in Google's policy
| Category | Netherlands in the policy | Effect |
|---|---|---|
| Criminal background checks | Example: Verklaring omtrent het gedrag (VOG) | Covered |
Google describes the category as requesting a criminal background or disclosure check against an individual, requesting a certificate of conduct, or a criminal record lookup for a prospective employee.
Netherlands-specific considerations
VOG applications
A VOG is issued by Justis. Ads that offer to request or arrange a VOG on someone’s behalf promote the direct acquisition of a covered document.
Employers and recruiters
Google’s description includes “a criminal record lookup for a prospective employee”. Our interpretation: HR and screening services that advertise criminal record checks as a product are likely to fall in scope; recruitment ads that merely mention a VOG requirement for a job are not promoting acquisition.
Other services
Dutch identity, vehicle, driver license and travel services are not excluded and follow the general rules.
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 the Netherlands
Central government organizations, provinces and municipalities can apply as government providers using their official domains.
Authorized non-government providers
A private screening or VOG service qualifies as an authorized provider only with a link and explicit authorization reference on an official, publicly accessible government website for that service, a domain limited to it and targeting that matches the authorization. Registration with the Chamber of Commerce (KvK) is a registry entry and does not count as authorization.
Advertiser verification
Use the Dutch document list Google shows in your account, and keep the KvK-registered name consistent with the payments profile.
Certification vs advertiser verification
Landing page considerations
We recommend explaining that Justis issues the VOG, showing the official fee separately from any service fee, linking to the official application route and avoiding government-style branding.
Common problems
- Promoting “VOG aanvragen” services without certification.
- HR screening products that include criminal record lookups advertised without considering the policy.
- Using a KvK registration as evidence of authorization.
Practical preparation checklist
- Decide whether your ads promote obtaining a VOG or only mention it.
- If you promote it, check for qualifying authorization or change the offer.
- Assess other covered services under the general rules.
- Prepare verification documents.
Offering VOG or screening services in the Netherlands?
Next steps
For advertisers in the Netherlands, 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 VOG application help?
The VOG is Google’s Dutch example of a covered criminal background check, and there is no Dutch exclusion. Advertisers need certification, in practice as government or authorized providers.
Does a job ad that requires a VOG fall under the policy?
A job ad that mentions a VOG requirement is not promoting acquisition of the document. The policy concerns ads that offer to obtain or process it.
Are there any exclusions for the Netherlands?
No regional exclusions are listed for the Netherlands.
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.
Germany
Führungszeugnis is a named example. Regional exclusions for health insurance, vehicle owner registration and license plates.
Belgium
Regional exclusions for vehicle owner registration and license plate numbers. No Belgian examples.