Financial services verification

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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre for additional restrictions.

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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
• New Zealand
• Portugal
• Singapore
• South Korea
• Spain
• Taiwan
• Thailand
• United Kingdom

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

To complete verification, applications must be submitted by an authorised representative. Authorised 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.

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 payments 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 that 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 30 August 2022, in order to show financial services ads in Australia – including showing ads to Australian 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 Australian Securities and Investments Commission (ASIC). Please note that the financial services verification requirement covers categories of financial services not regulated by the ASIC.

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 Australian financial services regulator directly authorises 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 Australian Securities and Investments Commission (ASIC), should apply to G2. 

Government entities with .gov.au domains or intergovernmental organisations don’t need to obtain third party verification from G2. Likewise, approved third parties – that is, advertisers whose ads are approved by an AU-authorised 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. Authorised 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 authorised representative.

Step-by-step Verification Requirements 

To be eligible for Australian FS verification, advertisers promoting regulated financial services activities must be authorised by the Australian Securities and Investments Commission (ASIC) and complete Google’s identity verification program.

Australian Financial Services Authorisation

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 ASIC 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 Australia and show ads to Australian 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 an AU-authorised 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 an AU-authorised 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 authorised 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 that 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 Australian 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 that you received to Google using this form. 

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

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

• Your Google Ads account customer ID
• Name of the authorised representative applying for verification
• Your business details (name, address, email address)
• Your business domains or websites that 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

Australian financial services regulators with a .gov.au domain are always exempt from Google’s verification requirement. Most other governmental entities advertisers – such as intergovernmental organisations – will be verified automatically by Google. If you have not been verified automatically, contact your account representative to request Australian Financial Services verification or contact us here.

Verification Requirements for Exempt Financial Services Advertisers

If you are exempt from or not required to be licensed by the Australian Securities and Investments Commission (ASIC), 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 that 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 ads to Australian users who appear to be seeking financial services.