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Google will update its financial services verification process to introduce new requirements for advertisers promoting financial services to 24 new European Economic Area (EEA) markets. Rolling enforcement begins on 23 July 2026 for advertisers targeting the following locations: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, Greece, Hungary, Iceland, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Romania, Slovakia, Slovenia and Sweden.
Advertisers within a category of financial service that is in scope for verification in that location (which may vary from time to time) must go through verification when requested by Google. Google will notify affected advertisers directly through in-account notifications (for example, a message like 'Ad performance may be impacted by financial services verification policy'), indicating that they need to complete the verification process.
In-scope advertisers that have received a notification and have not successfully completed the new verification process before their specified enforcement date will not be allowed to show financial services ads in the relevant targeted locations. Please note that agencies and other Google Ads customers who manage advertising campaigns on behalf of affected advertisers will also need to obtain verification for their in-scope advertiser accounts.
To complete this process, advertisers will need to (1) obtain verification through our external compliance partner, G2, and then (2) apply for financial services verification with Google as either 'first party' or 'authorised advertisers' using the unique verification code that they receive from G2. As part of G2’s verification process, G2 will ask advertisers about the type of financial services that 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 authorises them to undertake financial services activities or that they are exempt from that requirement.
Advertisers who provide or promote in-scope financial services with the approval of a first party or authorised advertiser but who are not directly authorised by a regulator to provide financial services ('approved third-party advertisers') cannot apply for verification. Instead, a first-party or authorised advertiser must apply for verification on their behalf. Our compliance partner, G2, will begin processing applications for financial services verification for these regions on 23 June 2026 at 9 AM PST.
Advertisers promoting financial services in the list of categories below (non-exhaustive) may be asked to complete verification:
- Banking
- Credit cards
- Credit and loans
- Investment
- Brokerages and day trading
- Bonds, commodities and futures trading
- Insurance
(Posted on June 23, 2026)