The lack of information disclosure about who bought these political advertisements has been a particular pain.
In September, Google, Facebook, Twitter and other technology companies and advertising companies agreed to develop joint codes of conduct in Europe and promised to crack down on false news spread online in Europe. As part of the code of conduct, Google and Facebook said they would bring political advertising transparency tools to Europe after launching them in the United States.
On Thursday, Google said it would require advertisers to submit applications and receive certifications before paying for political ads. Facebook also said it was launching similar programs in Europe.
"We are seriously considering elections and how we can continue to support democratic processes around the world, including through greater transparency in political online advertising," Lie Junius, head of public policy at Google's EU, wrote in a blog post.
Starting in January next year, political advertisers who want to advertise on Google's service platform will have to submit documents such as party registration documents, and European ID. Disclaimers if they are launched as citizens.
In addition, Google said it would publish an EU transparency report and a searchable advertising library to provide more information, such as who is buying election advertisements, how many advertisements are purchased, and who is the audience of the advertisements.
The European Commission has said it will assess the implementation of the new transparency measures before the end of this year before deciding whether legal action is required. The efforts of many technology companies may not show up until next year's political campaign begins.