NPTA has written directly to Google regarding recent changes to Local Services Ads (LSAs), which from October 2025 will require businesses to provide either a Companies House registration number or a VAT Tax ID to remain verified.
NPTA chief executive Kevin Lawrenson said: “While we understand and support Google’s aim of strengthening verification and reducing fraud, this approach risks excluding thousands of legitimate small businesses and sole traders, many of whom operate legally without needing to be VAT-registered or listed at Companies House.
“In our letter, we have recommended that membership of a recognised trade association, such as the NPTA, should be accepted as an approved method of authentication. Trade associations already carry out robust checks on members, including insurance and compliance, and therefore provide a credible and fair alternative to meet Google’s objectives without penalising small business owners.”
Mr Lawrenson said that NPTA is now awaiting Google’s response and will keep members updated.
