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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 specific requirements and documentation needed will vary based on your business type and location. For detailed country-specific information, refer to the sections below.
The complete list of relevant financial services regulators in affected locations is here. 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.
Beginning on the dates listed here, in order to show financial services ads in Türkiye, 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 to operate in Türkiye or are exempt from such requirements. The complete list of relevant Turkish 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.
Non-financial services advertisers targeting audiences who appear to be seeking financial services must be verified by Google to ensure that your campaigns are not affected.
Applications must be submitted by an authorized representative. An authorized representative 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.
Categories of financial services advertisers
There are 5 types of advertisers that may need to be verified:
Advertisers who provide or promote financial services with the approval of an Authorized Advertiser, also known as a First Party advertiser, but who are not directly authorized by a regulator to provide financial services.
Definition: Financial services regulators with a .gov or corresponding domain.
Note: Financial services regulators and governmental or intergovernmental entities without a .gov or corresponding domain should reach out directly to their Google Account Manager to be verified.
Step 1: Access our external compliance partner, G2’s 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 Turkish financial services registries or records.
After you successfully completed Step 1, you will receive a unique code which you must provide to Google in Step 3.
Step 2: After applying for verification with G2, you should receive a status update with Google’s advertiser verification program via email. Follow instructions on that email. 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 Türkiye and show ads users in Türkiye who appear to be seeking financial services.
If you are an Approved Third Party advertiser, you do not need to initiate your application with G2. Instead, you will need to provide an Authorized Advertiser a list of your domains/websites and Google Ads accounts. The Authorized Advertiser will then submit Google’s application form to complete the verification for you.
After this is done, Google may contact you to initiate advertiser verification if you have not completed this program before. Note that this process was updated in March 2022. You will receive an email and an in-account notification that will guide you through the required verification process.
If you are an 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 do so immediately if you cease to approve the promotions of any third party.
You will be required to submit the following information related to Approved Third Party financial services advertisers associated with your business.
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 Turkish financial services verification through our partner, G2, using this form. If you are a non-financial services advertiser who does not promote financial services as their primary business, but who does promote a minor financial services add-on from an Authorized Advertiser, such as travel agents who provide travel insurance, you will need to describe these products or services.
After you successfully applied 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 users in Türkiye who appear to be seeking financial services.
You will be asked to provide the following information to Google in the Turkish financial services verification form:
Your business details (name, address, email address)
Your business domains/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. Note that this process was updated in March 2022. You will receive an email and an in-account notification that will guide you through the required verification process.
Turkish financial services regulators with a .gov.it domain should apply directly for financial services verification with Google using this form. Turkish financial services regulators with a gov.tr domain do not need to first apply for verification from G2.
Turkish financial services regulators and governmental or intergovernmental entities without a gov.tr should reach out directly to their Google Account Manager to be verified.
If you are exempt from or not required to be authorized by the relevant financial service regulators, you can access G2’s verification process using this form. Upon successful submission of the application, you will receive a unique code from G2. If G2 determines you are an Exempt Financial Services Advertiser, you must provide the unique code 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. Note that this process was updated in March 2022. You will receive an email and an in-account notification that will guide you through the required verification process.
After you successfully completed 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 ads to users in Türkiye who appear to be seeking financial services.
Frequently Asked Questions
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Q. Who is G2?
A:G2 is Google’s external compliance partner for financial services verification.
Q. How do I get certified as an Approved Third Party advertiser?
A: To be an Approved Third Party advertiser, you will need an Authorized Advertiser to initiate verification on your behalf by providing them with a list of domains/websites. Instead, an Authorized Advertiser (who has completed G2 verification and Google’s financial services verification) should complete this form for you. G2 verification is not required to become an Approved Third Party advertiser.
Q. I am an Approved Third Party Advertiser who represents multiple financial services providers. How can I get certified?
A: We only require one Authorized Advertiser to vouch for a third party for that advertiser to become an Approved Third Party. The Authorized Advertiser must already have completed the certification process themselves, before vouching for the Approved Third Party in the Google verification step.
Q. I received an in-account notification to get certified for financial services, but I am not a financial services provider. Do I need to go through the verification? If I don’t, will my ads be impacted?
A: Advertisers will receive an in-account notification to certify because they may be promoting financial products and services, and/or targeting users who appear to be looking for financial products and services. It is the advertisers’ decision whether to get certified. However, advertisers must do so if they intend to run financial services ads or target users looking for financial services.
Q. What is the Advertiser Verification?
A:Advertiser Verification is Google’s standard verification program. All advertisers, regardless of industry, will at some point go through the process. It helps us know who’s advertising with Google.
Q. What if my targeted location is not listed for Financial Services Verification, will my ads still be labeled?
A: Yes. Advertisers running ads or targeting audiences who appear to be seeking financial services will have ads labeled for Financial Services Verification even if locations targeted do not require verification at this point. This is working as intended with no serving impact.