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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.
Location specific financial services verification
To promote financial products and services, advertisers must comply with Google's Financial products and services policy and all state and local regulations for any targeted location.
Beginning on the dates listed in Relevant Regulators and Enforcement Dates, advertisers in certain locations face additional requirements to run financial services ads. Google requires verification for advertisers, with a separate verification needed for each targeted location.
For most advertisers, this process will entail providing information about the type of financial services they provide, whether they are licensed to provide those services, and their registration number, among other things. Additional information about location, advertiser types, exemptions, and specific requirements can be found below.
- Australia
- Brazil
- France
- Germany
- India
- Indonesia
- Ireland
- Italy
- New Zealand
- Portugal
- Singapore
- South Korea
- Spain
- Taiwan
- Thailand
- Türkiye
- United Kingdom
To complete verification, applications must be submitted by an Authorized Representative. Authorized Representative refers to the party that 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.
As part of the verification process, advertisers must demonstrate that they are licensed by the relevant financial service regulator(s) in the relevant location or that they are exempt from such requirements (other than the UK). The specific requirements and documentation needed will vary based on your business type and location. For detailed country-specific information, refer to the sections below.
The complete list of relevant financial services regulators in affected locations is here. Note that the financial services verification requirement covers categories of financial services that may or may not be regulated by these regulators.
Limited Eligibility
Please note that in order to promote claims management services in connection with financial products or services, such as scam redress services, advertisers must be or operate on behalf of a claims management-licensed financial service provider, a government entity, non-profit organization, or legal service provider.
Verification renewal
You may need to renew your verification periodically. You’ll receive a notification when this verification is required.
You may also be asked to re-verify your identity if there are significant changes in your Google Ads account, for example, changes to your payment profile in Google Ads. You’ll receive an in-account notification when this is required.
Financial services verification country 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.