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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.
If you’re advertising financial services on Google Ads, you’re required to follow our Financial products and services policy and any local regulations for the locations you target. Non-financial services providers are also required to be verified by Google if you're running ads or targeting audiences who appear to be seeking certain financial services.
For more information about advertiser types, exemptions, and specific requirements for your targeted location, refer to Financial services verification location specifics.
On this page
- Location specific financial services verification
- Verification renewal
- Limited eligibility
- Categories of financial services advertisers
- Financial services verification location specifics
Location specific financial services verification
Some locations have additional requirements to run financial services ads. To target these locations, you’ll need to be verified separately for each location. To learn more about these additional requirements and dates of enforcement, refer to Relevant Regulators and Enforcement Dates. Note that the financial services verification requirement also applies to categories of financial services that may not be regulated by these regulators.
The verification process includes providing information about the type of financial services you provide, the licenses you hold for those services, your registration number, and other information about you or your business. Applications for verification must be submitted by an authorized representative. An authorized representative is an admin of the Google Ads account or of the payments profile paying for the ads. This includes advertising agencies, subsidiaries, or other entities that manage the Google Ads account on your behalf.
If you’re already certified under this policy and want to have that certification applied to additional managed accounts under the same Manager Account (MCC), you can apply for Manager Account Certification. Eligibility for Manager Account Certification may vary based on advertiser and certification type.
Verification renewal
You may need to renew your verification periodically. You may also be asked to re-verify your identity if there are significant changes in your Google Ads account like updates or changes to your payments profile. You’ll receive an in-account notification when renewal or re-verification is required.
Limited eligibility
If you’re promoting claims management services related to financial products and services, like scam redress services, you must either be a claims management-licensed financial services provider, a government entity, non-profit organization, or legal service provider, or acting on behalf of one.
Categories of financial services advertisers
There are 5 types of advertisers that may need to be verified. Click the advertiser type to learn more about the verification requirements for that category.
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Advertiser type |
Definition |
Examples (non-exhaustive) |
|---|---|---|
|
Authorized advertisers |
Advertisers who are authorized by the relevant financial services regulatory bodies |
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|
Approved third parties |
Advertisers who provide or promote financial services with the approval of an Authorized Advertiser, also known as a First Party advertiser, but who are not directly authorized by a regulator to provide financial services |
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Non-Financial services advertisers |
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Government entities |
Financial services regulators with a .gov or corresponding domain Financial services regulators and governmental or intergovernmental entities do not need to obtain verification from G2. Government entities with a .gov or corresponding domain should apply directly to Google for verification using the Google Ads Financial Services Verification form Financial services regulators and governmental or intergovernmental entities without a .gov or corresponding domain should reach out directly to their Google Account Manager to be verified. |
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Financial services advertisers who are regulation exempt |
Advertisers who promote financial services but are not required to be licensed by the relevant financial services regulatory bodies |
Financial services verification location specifics
Select the location you plan to target from the dropdown menu below to learn more about verification specifics.
About New Zealand Financial Services Verification
Applications must be submitted by an authorized representative. An authorized representative manages your Google Ads account(s) and/or the Payments Profile(s) paying for the ads. This could be an advertising agency or subsidiary that holds the Google Ads ID on behalf of your licensed client or parent company.
Verification process
Google will notify advertisers who need to complete the verification process via email and in-account notifications. Advertisers may also initiate verification themselves.
At the moment, failure to complete the Financial Services Verification process will not lead to account pausing or suspension, but will restrict serving for ads related to in-scope financial services or that target users who appear to be seeking in-scope financial services.
Categories of financial services advertisers
There are five types of advertisers that may need to be verified:
Definition:
- Advertisers who are authorized by the relevant financial services regulatory bodies.
Examples (non-exhaustive): banking, credit cards, credit and loans, investment, brokerages & day trading, bonds, commodities & futures trading, insurance
Definition:
- Advertisers who provide or promote financial services with the approval of an Authorized Advertiser, also known as a First Party advertiser, but who are not directly authorized by a regulator to provide financial services.
Examples (non-exhaustive): Brokers, resellers, affiliates
Definition:
- Advertisers who do not promote financial services but have a compelling reason to target users who are looking for financial services.
- Advertisers who do not promote financial services as their main business, but promote a minor financial services add-on from an Authorized Advertiser.
Example (non-exhaustive):
- Educational programs or institutions that provide information on financial aid
- Automotive advertisers that promote car leasing, financing, and insurance
- Online travel agents promoting travel insurance
Definition:
- Financial services regulators with a .gov or corresponding domain.
Note: Financial services regulators and governmental or intergovernmental entities do not need to obtain verification from G2. Government entities with a .gov or corresponding domain should apply directly to Google for verification using this form.
Financial services regulators and governmental or intergovernmental entities without a .gov or corresponding domain should reach out directly to their Google Account Manager to be verified.
Definition:
- Advertisers who promote financial services but are not required to be licensed by the relevant New Zealand financial services regulatory bodies.
Step-by-step Verification Requirements
Check below for more information on specific verification processes. Verification is required for all ad formats and extensions.