Financial Services Verification

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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 non-financial services providers: If you're running ads or targeting audiences who appear to be seeking certain financial services in locations below, you must also be verified by Google.

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

Note: Verification is required for all ad formats and assets.

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 complete list of relevant financial services regulators in affected locations is here. Please 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.

Important: If we find that you are promoting financial services after successfully completing verification, and that you’ve provided false information during the verification process or you’ve violated our Financial products and services policy, your verification will be revoked and your account may be suspended. We may revoke your verification or take action on your Google Ads account based on, for example, adverse regulatory warnings, settlements, or rulings about your business practices, or direct complaints from businesses. Google may update these verification requirements at any time.

Financial services verification country specifics

Beginning on the dates listed here, in order to show financial services ads in Germany - including showing ads to German users who appear to be seeking financial services - advertisers need to be verified by Google. As part of the verification process, advertisers must demonstrate that they are licensed by the authorized relevant financial service regulator in Germany or are exempt from such requirements. The complete list of relevant German financial services regulators is here. Please note that the financial services verification requirement covers categories of financial services that may or may not be regulated by these regulators.

To obtain verification, most advertisers will first need to obtain third party verification from our vendor, G2. As part of G2’s third party verification process, advertisers must demonstrate that the relevant German financial services regulator directly authorizes them to undertake financial services activities or that they are exempt from the requirement. Once verified by G2, advertisers should apply to Google for financial services verification using the unique third party verification code they receive from G2.

Included in the requirement to apply to G2 are advertisers that do not promote financial services, but that have a compelling reason to target users who appear to be seeking financial services, such as search engines and eCommerce platforms. Likewise, financial services advertisers that are exempt from or not required to be licensed by the relevant financial services regulator, should apply to G2.

Government entities don’t need to obtain third party verification from G2. Government entities with a .de domain should apply directly to Google for verification. Government entities without a .de domain should contact their Google Account Manager. Approved third parties – that is, advertisers whose ads are approved by a DE-authorized advertiser - such as approved resellers, affiliates, and marketing agencies for lead generation, also do not need to obtain third party verification from G2. Approved third parties may apply directly to Google.

Please see below for more information on specific verification processes. Verification is required for all ad formats and assets. Authorized Buyers and Display & Video 360 accounts that engage in financial services don’t need to get verified at this time.

To complete verification, applications must be submitted by an Authorized Representative.

Step-by-step Verification Requirements

To be eligible for German financial services verification, advertisers promoting regulated financial services activities must be authorized by the relevant financial services regulator and complete Google’s identity verification program.

German Financial Services Authorization

Step 1: Access G2’s third party verification process using this form.

Please note that the business information you provide during this verification process must exactly match with the business details available on the relevant German financial services registries or records.

Once you successfully complete Step 1, you will receive a unique code which you must provide to Google in Step 3.

Step 2: After applying for third party verification with G2, you should receive a status update with Google’s advertiser verification program via email. Follow instructions on that email. Note: If advertisers have already completed Google’s advertiser verification program, they will not need to do so again.

Step 3: Provide the unique code you received from G2 to Google using this form.

If you are successfully verified after completing these steps, a certificate will be applied to your Google Ads account. We will notify you via email on the status of your request. Advertisers who are successfully verified after completing the steps will be allowed to show financial services ads in Germany and show ads to German users who appear to be seeking financial services.

Verification Requirements for Approved Third Parties

If you are an Approved Third Party advertiser, you will need a DE-authorized advertiser to initiate verification for you by submitting a list of domains or websites that you use to promote their services. Once this is done, Google may contact you to initiate advertiser verification if you have not completed this verification program before. Please note, this process was updated in March, 2022. You’ll receive an email and an in-account notification that will guide you through the required verification process.

If you are a DE-authorized advertiser and have already completed your financial services verification, you can initiate verification for an approved third party using this Google form. You can only vouch for third parties whose financial promotions are approved by you.

Note: Any time you want to add or remove an approved third party, you will need to submit the form again. You must notify us immediately if you cease to approve the promotions of any third party.

You will be required to submit the following information related to third party financial services advertisers associated with your business.

Google Ads account Customer ID
Name of the Authorized Representative applying for verification
Your Business details (name, address, email address)
Domains or websites of third party financial services advertisers whose ads are approved by you
Warranty that you approve the financial promotions the third party runs

Verification Requirements for Non-Financial Services Advertisers

If you are a Non-Financial Services advertiser with a compelling reason to target users who appear to be seeking financial services, you can apply for German Financial Services verification through our partner, G2, using this form. Once you successfully apply to G2, you will receive a unique code which you must provide to Google. Provide the unique code you received to Google using this form.

If your application is approved, you will be permitted to show ads to German users who appear to be seeking financial services.

You will be asked to provide the following information to Google in the German Financial Services verification form:

Your Google Ads account Customer ID
Name of the Authorized Representative applying for verification
Your business details (name, address, email address)
Your business domains or websites you’re advertising on Google Ads
Brief description of your business and your rationale for targeting keywords related to financial services
Warranty that you will not use this exemption to run Google Ads promoting financial services

Upon review of your request, Google may require you to complete advertiser verification if you have not completed this verification program before. Please note, this process was updated in March, 2022. You’ll receive an email and an in-account notification that will guide you through the required verification process.

Verification Requirements for Government entities

German financial services government entities with a .de domain should apply directly for financial services verification with Google using this form. In other words, German financial services government entities with a .de domain do not need to first apply for verification from G2. German financial services government entities without a .de domain and intergovernmental entities should reach out directly to your Google Account Manager to be verified.

Verification Requirements for Exempt Financial Services Advertisers

If you are exempt from or not required to be licensed by the relevant financial service regulators, you can access G2’s third party verification process using this form. If G2 determines you are an Exempt Financial Services Advertiser, you will receive a unique code which you must provide to Google. Provide the unique code you received to Google using this form.

Upon review of your request, Google may require you to undergo advertiser verification if you have not completed this verification program before. Please note, this process was updated in March, 2022. You’ll receive an email and an in-account notification that will guide you through the required verification process.

Once you successfully complete this verification, you will receive a confirmation and email notification from Google. A certificate will be granted to your Google Ads account that will allow you to show financial service ads to German users.

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