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Beginning August 30, 2022, in order to show financial services ads in Singapore - including showing ads to Singapore 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 Monetary Authority of Singapore (MAS) or are on the Ministry of Law’s List of Licensed Moneylenders or List of Registered Dealers or are exempt from such requirement. 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 Singapore 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 with .gov.sg domains or intergovernmental organizations don’t need to obtain third party verification from G2. Likewise, approved third parties – that is, advertisers whose ads are approved by a SG-authorized advertiser - such as approved resellers, affiliates, and marketing agencies for lead generation, also do not need to obtain third party verification from G2. Government entities and 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
Singapore 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 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 Singapore and show ads to Singapore 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 SG-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 SG-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.
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 Singapore 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 Singapore users who appear to be seeking financial services.
You will be asked to provide the following information to Google in the Singapore 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
Verification Requirements for Exempt Financial Services Advertisers
If you are exempt from or not required to be licensed by the relevant financial services 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 services ads in Singapore and show ads to Singapore users who appear to be seeking financial services.