Debt services

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Google is committed to helping users make informed financial decisions. Google Ads policies are designed to provide users with the information they need to weigh the costs of financial products and services and to protect them from harmful or deceptive practices.

Learn more about the Financial products and services policy.

Violations of the policies below will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more about suspended accounts.

On this page

• About the policy
• Products or services allowed under the Debt services policy
• Location specifics for Debt services ads
• Apply to advertise Debt services
• Options to fix

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This policy applies to advertisers who offer debt services directly, lead generators, and those who connect consumers with third-party debt services. To protect users from deceptive and harmful practices, Google only allows advertisements for the following debt services in select locations and when all of the following criteria are met:

• The services and ads comply with local laws and industry standards.
• The location is eligible for targeting for these types of ads.
• The account has completed the application to advertise Debt services.

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Products or services allowed under the Debt services policy

The following products can only be promoted in your ads if you’ve applied and have been approved to advertise Debt services. Your products and ads must also comply with local laws, industry standards, and any other applicable Google Ads policies.

Ads for debt settlement services that offer to negotiate with creditors a reduced, lump-sum payment that will be regarded as payment in full

Ads for debt management services that offer to negotiate with creditors reduced periodic payments, interest rates, or fees

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Location specifics for Debt services ads

If you’re promoting debt services like debt settlement or debt management plans, you can apply to advertise if your target location is on the approved locations list below. You can only advertise if your application is approved.

Approved targeted locations

• Australia
• Brazil
• Canada
• Germany
• Ireland
• Japan
• South Africa
• South Korea
• Spain
• United Kingdom
• United States

Requirements by location

 

Australia

Allowed with limitations

Google allows ads promoting debt services as long as the advertiser and provider of these services is appropriately authorized; i.e., is either a debt agreement administrator registered with the Australian Financial Security Authority or holds an Australian credit license. Advertisers must also complete the Financial services verification process.

Brazil

Allowed with limitations

Google allows ads promoting debt services as long as the advertiser and provider of these services is a financial institution registered with the Brazilian Central Bank. Advertisers must also complete the Financial services verification process.

Canada

Allowed with limitations

Google allows ads promoting debt services as long as the advertiser and provider of these services is a Licensed insolvency trustee registered with the Office of the Superintendent of Bankruptcy. Advertisers must also complete the Financial services verification process.

Germany

Allowed with limitations

Google allows ads promoting debt services only if the advertiser and provider of these services is an admitted lawyer (Rechtsanwalt/Rechtsanwältin), or an appointed notary (Notar/Notarin), or an appointed tax advisor (Steuerberater/Steuerberaterin), or an appointed public accountant (Wirtschaftsprüfer/Wirtschaftprüferin). Advertisers must also complete the Financial services verification process.

Ireland

Allowed with limitations

Refer to the Ireland Financial services verification process.

Japan

Allowed with limitations

Google allows ads promoting debt services as long as the advertiser and provider of these services is a licensed attorney (bengoshi) or certified judicial scrivener (shiho-shoshi). Advertisers must also be certified with Google.

South Africa

Allowed with limitations

Google allows ads promoting debt services as long as the advertiser and provider of these services is a debt counsellor registered with the National Credit Regulator. Advertisers must also be certified with Google.

South Korea

Allowed with limitations

Google allows ads promoting debt services as long as the advertiser and provider of these services is a lawyer or a law firm licensed to practice in South Korea. Advertisers must also complete the Financial services verification process.

Spain

Allowed with limitations

Google allows ads promoting debt services as long as the advertiser and provider of these services is registered as an Insolvency Administrator by the Ministry of Justice. Advertisers must also complete the Financial services verification process.

United Kingdom

Allowed with limitations

Refer to the Financial services verification policy for United Kingdom (UK) country specifics.

United States

Allowed with limitations

Google allows ads promoting debt services only if the advertiser and provider of these services is an approved non-profit budget and credit counseling agency, as defined by 11 U.S. Code § 111, or a national non-profit association representing non-profit credit counseling agencies. Advertisers must also be certified with Google.

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Apply to advertise Debt services

1. Check if you are promoting any products or services that require you to be certified by Google.
2. Check if the locations you’re targeting are eligible under this policy.
   If your targeted location is not on the list of approved targeted locations, Debt services mentioned above cannot be advertised. At this time, Google is unable to support advertising in non-approved markets. If your targeted location is on the list, proceed to the next step.
3. Apply to advertise Debt services.

• For advertisers promoting debt services in Australia, Brazil, Germany, Ireland, Korea, Spain or the United Kingdom, refer to Financial Services Verification to apply to advertise.
• For all other approved targeted locations, if you meet the requirements, complete the Google Ads Debt Services Application. If you want to advertise in more than one location, submit a separate application for each location.

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Options to fix

If this policy is affecting your ad, review your options to fix below.

Apply to advertise Debt services

If your Debt services ads are disapproved because of this policy and you meet the requirements, apply to advertise Debt services. If you want to advertise in more than one location, submit a separate application for each location or group of locations.

Edit your ads to comply with this policy

1. Go to Ads within the Campaigns menu.
2. Hover over the ad or asset and select Edit.
3. Edit the ad or asset so that it complies with the policy.
4. Select Save.

Your ad will be automatically reviewed again. To check the ad or asset status, review the “Status” column. If you hover over each status, you’ll notice a more detailed explanation of what the status means.

Learn more about how to Fix an ad with policy violations.

Appeal policy decision

If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.