Financial products and services
We want users to have adequate information to make informed financial decisions. Our policies are designed to give users information to weigh the costs associated with financial products and services, and to protect users from harmful or deceitful practices. For the purposes of this policy, we consider financial products and services to be those related to the management or investment of money and cryptocurrencies, including personalized advice.
When promoting financial products and services, you must comply with state and local regulations for any region or country that your ads target — for example, include specific disclosures required by local law. Refer to our non-exhaustive list of country-specific requirements for more information.
Below you can find policy requirements related to financial services, personal loans, and certain restricted financial products. As the online advertising and regulatory space continues to evolve, we'll update this policy with additional product-specific guidelines on an ongoing basis. Learn about what happens if you violate our policies.
Financial products and services disclosures
Financial products and services can be very complex and sometimes difficult to understand. Disclosures increase transparency and provide consumers with valuable information to make informed decisions. Your ad may be disapproved for:
Failure to provide legitimate contact information for a physical location for the business being promoted
Failure to disclose associated fees
Note: Disclosures can’t be posted as roll-over text or made available through another link or tab. They must must be clearly and immediately visible without needing to click or hover over anything.
Failure to include links to third-party accreditation or endorsement where affiliation is asserted or implied, particularly when it serves to improve the reputation of the site
Examples: Verification of government affiliation, third-party ratings
For this policy, we define personal loans as lending money from one individual, organization, or entity to an individual consumer on a nonrecurring basis, not for the purpose of financing purchase of a fixed asset or education. Personal loan consumers require information about the quality, features, fees, risks, and benefits of loan products in order to make informed decisions about whether to undertake the loan.
Examples: Payday loans, title loans, pawn shops
Not included: Mortgages, car loans, student loans, revolving lines of credit (such as credit cards, personal lines of credit)
Advertisers for personal loans must prominently disclose additional information on their destination site or app. Disclosures increase transparency and provide consumers with valuable information to make informed decisions. Your ad may be disapproved for:
Failure to provide minimum and maximum period for repayment
Failure to provide maximum Annual Percentage Rate (APR), which generally includes interest rate plus fees and other costs for a year, or similar other rate calculated consistently with local law
Failure to display a representative example of the total cost of the loan, including all applicable fees
We want to protect our users from deceptive or harmful financial products. We do not allow the promotion of:
Personal loans which require repayment in full in 60 days or less from the date the loan is issued (we refer to these as “Short-term personal loans”). This policy applies to advertisers who offer loans directly, lead generators, and those who connect consumers with third-party lenders.
High APR personal loans
We want to protect our users from deceptive or harmful financial products, such as ultra high-cost personal loans. In some instances we have country-specific restrictions that reflect local market conditions.United States
Product Allowed? Personal loans with an APR over 36%
In the United States, we do not allow ads for personal loans where the Annual Percentage Rate (APR) is 36% or higher. Advertisers for personal loans in the United States must display their maximum APR, calculated consistently with the Truth in Lending Act (TILA).
This policy applies to advertisers who make loans directly, lead generators, and those who connect consumers with third-party lenders.
The TILA regulations can be found at 12 CFR Part 1026. The description of which charges are included and excluded from the calculation of "Finance Charge" is found in Section 1026.4. The APR calculation for "Open-End Credit" is found in Section 1026.14. The APR calculation for "Closed-End Credit" is found in Section 1026.22.
We want consumers to make informed decisions about mortgages and property foreclosures. To protect consumers from deceptive and harmful practices, ads for mortgage-related or foreclosure-related sites and apps can be disapproved for:
Guaranteeing loan modification or foreclosure prevention
Charging an upfront fee, unless service is being provided by a law firm
Asking users to transfer or surrender property titles, or offering to buy a house at a below-market price
Asking users to bypass the lender and make payments directly to the company or other third party
Encouraging users not to contact their lender, lawyer, credit counselor, or housing counselor
Restricted financial products
Due to the inherent complexities and risks involved in trading the following types of financial products, we only allow them to be advertised in limited circumstances.
The following complex speculative financial products may only be advertised if the advertiser is a licensed provider, the products and ads comply with local laws and industry standards, and the account is certified by Google.
Contracts for Difference (CFD), financial spread betting, rolling spot forex, and related forms of speculative products
If you meet the requirements, apply for certification. If you want to advertise in more than one country, submit a separate application for each country or group of countries.Approved countries
Ads for complex speculative financial products are allowed in the following countries:
The following is not allowed:Ads that target minors or unapproved countries
Ads for binary options or synonymous financial products
Examples: Ads for digital options, binary options, digital 100, fixed return options, all-or-nothing options
Ads for cryptocurrencies and related content
Examples: Ads for initial coin offerings, ads promoting the purchase or sale of cryptocurrency, cryptocurrency wallets, cryptocurrency trading advice
Ad destinations that aggregate or compare issuers of cryptocurrencies or related products
Examples: Cryptocurrency trading signals or investment advice; aggregators or affiliate sites containing related content or broker reviews
Ad destinations that aggregate or review providers offering complex speculative financial products, or that provide signals for the trading of these products
Examples: Trading signals, tips, or speculative trading information; aggregators or affiliate sites containing related content or broker reviews
Learn how to fix a disapproved ad or extension.