Google provides translated versions of our Help Centre, although they are not meant to change the content of our policies. The English version is the official language that we use to enforce our policies. To view this article in a different language, use the language drop-down at the bottom of the page.
Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre 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 most advertisers, this process will entail providing information about the type of financial services that 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
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 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 organisation 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.
Financial services verification country specifics
About Financial services verification in Australia
Beginning on the dates listed in Relevant Regulators and Enforcement Dates, 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 prove that they’re licensed by the Australian Securities and Investments Commission (ASIC). 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 authorizes them to undertake financial services activities or that they’re exempt from the requirement. When 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 don’t 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 organizations don’t need to obtain third party verification from G2. Likewise, third party advertisers whose ads are approved by an AU-authorized advertiser,such as approved resellers, affiliates, and marketing agencies for lead generation, also don’t need to obtain third party verification from G2. Government entities and approved third parties may apply directly to Google.
You can review more information on specific verification processes below. 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.
Note: Financial services regulators and governmental or intergovernmental entities don’t need to obtain verification from G2. Government entities with a .gov or corresponding domain should apply directly to Google for verification using the Google Ads Financial Services Verification form.
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.
Verification requirements
Verification requirements for approved third parties
If you’re an approved third party advertiser, you’ll need an AU-authorized advertiser to initiate verification for you by submitting a list of domains or websites that you use to promote their services. When this is done, Google may contact you to initiate advertiser verification if you haven’t completed this verification program before.You’ll receive an email and an in-account notification that will guide you through the required verification process.
If you’re an AU-authorized advertiser and have already completed your financial services verification, you can initiate verification for an approved third party using the Google Ads Financial Services Verification form. You can only vouch for third parties whose financial promotions are approved by you.
You’ll 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’re 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 G2 Financial Services Verification form. When you successfully apply to G2, you’ll receive a unique code which you must provide to Google. Provide the unique code you received to Google using the Google Ads Financial Services Verification form.
If your application is approved, you’ll be permitted to show ads to Australian users who appear to be seeking financial services.
You’ll 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 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 won’t 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 haven’t completed this verification program before. 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 organizations, will be verified automatically by Google. If you haven’t been verified automatically, contact your account representative to request Australian Financial Services verification or contact us.
Verification requirements for Regulation-exempt Financial Services advertisers
If you’re 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 the G2 Financial Services Verification form. If G2 determines you’re an Exempt Financial Services Advertiser, you’ll receive a unique code which you must provide to Google. Provide the unique code you received to Google using the Google Ads Financial Services Verification form .
Upon review of your request, Google may require you to undergo advertiser verification if you haven’t completed this verification program before. You’ll receive an email and an in-account notification that will guide you through the required verification process.
When you successfully complete this verification, you’ll 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.
Steps to complete Financial services authorization in Australia
Step 1: Complete G2 verification
Access G2’s third party verification process using the G2 Financial Services Verification form. The business information you provide during this verification process must exactly match with the business details available on the ASIC registries or records. When your G2 verification is complete, you’ll get a unique code that you’ll need for Google’s Financial services verification form in Step 3.
Step 2: Complete or confirm your Google Ads Advertiser verification
After applying for third party verification with G2, you’ll receive a status update from Google’s advertiser verification program by email. Follow the instructions provided in that notification. If you’ve already completed Google’s advertiser verification program, you won’t need to complete it again.
Step 3: Complete the Google Ads Financial Services Verification form
Provide the unique code you received from G2 to Google using the Google Ads Financial Services Verification form.
If you’re successfully verified after completing these steps, a certificate will be applied to your Google Ads account. We’ll notify you by 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.