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Introducing new verification requirements for certain financial services advertisers
Google will update its Financial products and services policy to introduce new verification requirements for advertisers targeting Italy or Türkiye. We will begin enforcing the policy on November 1, 2023 and may take approximately six to eight weeks to ramp up to full enforcement. Once in effect, advertisers that have not successfully completed the new verification process will no longer be allowed to show financial services ads in these countries. Google previously introduced Financial services verification requirements for Australia, Brazil, France, Germany, India, Indonesia, Portugal, Singapore, Spain, Taiwan, and the UK.
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 financial services in Italy or Türkiye after November 1, advertisers who are directly regulated (“First Party Advertisers”or “Authorized Advertisers”) by a financial services regulator must (1) obtain verification through our external compliance partner, G2, and then (2) apply for financial services verification with Google. 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 received from G2.
Advertisers who provide or promote 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, the 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 August 31, 2023.
To learn more about the new Financial services verification requirements and initiate verification, please visit the links below.
Please review this policy update to determine whether or not any of your ads fall in scope of the policy, and, if so, initiate and complete verification or remove those ads before enforcement begins.
(Posted August 2023)