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Google expands verification requirements for financial ads


Google is expanding its verification program for financial ads, which will require advertisers in more countries to prove they are authorized to promote financial services.

Verification adds an extra layer of protection against financial fraud, which helps ensure that people aren’t scammed when they click on search ads.

Google first launched this program in the UK in September 2021, which reportedly led to a noticeable drop in ads promoting fraudulent services.


Following the successful launch in the UK, Google is expanding the verification program to other countries, starting with Australia, Singaporeand taiwan.

What does this mean for advertisers?

Advertisers in the markets mentioned above will need to go through two additional steps before showing ads promoting financial services.

They must :

  • Demonstrate that they are authorized by their respective financial services regulator
  • Complete Google’s Advertiser Verification Program

This policy takes effect on August 30 and advertisers can begin requesting verification at the end of June.

It’s two whole months to get verified and avoid any disruption to ad campaigns.

It seems like a lot of time, but verifying advertisers is not a quick process. It is better to start as soon as possible.

Be verified by Google

Google’s advertiser verification program consists of several requirements that each have their own set of steps to complete.

Advertisers are required to:

  • Answer a series of questions about their business
  • Verify their identity
  • Check details of their business operations

The process is extensive enough that Google doesn’t expect advertisers to complete it in one sitting. After initiating the verification process, you will have 30 days to complete it.

Advertisers who have not completed the new verification process by August 30 will not be permitted to promote financial services using Google Ads.

For more information, see the article on verification in the Google Advertising Policies Help section.

Featured Image: Saitee/Shutterstock



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