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Google will update its financial services verification process to introduce new requirements for advertisers promoting financial services in Ireland, New Zealand, South Korea, and Thailand. We will begin enforcing the policy on November 7, 2024.
Advertisers may initiate verification themselves. Advertisers within a category of financial service that is in scope for verification in that location (which may vary from time to time) must go through verification when requested by Google. Google will notify those affected advertisers via email or in-account notifications when they need to complete the verification process. In-scope advertisers that have not successfully completed the new verification process before November 7, 2024 will not be allowed to show financial services ads in the relevant targeting location.
Please note that agencies and other customers of Google Ads who manage advertising campaigns on behalf of affected advertisers will also need to obtain verification.
In order to advertise in-scope financial services in Ireland, New Zealand, South Korea, or Thailand after November 7, 2024, advertisers may be asked to (1) obtain verification through our external compliance partner, G2, and then (2) apply for financial services verification with Google as either “First Party” or “Authorized Advertisers.” As part of G2’s verification process, G2 will ask advertisers about the type of financial services they provide, whether they are licensed to provide those services, and their registration number, among other things. Advertisers must demonstrate that the relevant financial services regulator directly authorizes them to undertake financial services activities or that they are exempt from that requirement. Once verified by G2, advertisers will need to apply to Google for financial services verification using the unique verification code they receive from G2.
Advertisers who provide or promote in-scope financial services with the approval of a First Party or Authorized Advertiser but who are not directly authorized by a regulator to provide financial services (“Approved Third Party Advertisers”) cannot apply for verification. Instead, a First Party or Authorized Advertiser must apply for verification on their behalf.
Our compliance partner, G2, will begin processing applications for financial services verification on October 8, 2024.
Advertisers promoting financial services in the list of categories below (non-exhaustive) may be asked to complete verification:
- Banking
- Credit cards
- Credit and loans
- Investment
- Brokerages & day trading
- Bonds, commodities & futures trading
- Insurance
Please visit the links below to learn more about the new Financial Services verification requirements and initiate verification.
(Posted on October 8, 2024)