Financial products and services

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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.

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 personalised advice.

When promoting financial products and services, you must comply with state and local regulations for any region or country that your ads target e.g. include specific disclosures required by local law. Refer to our non-exhaustive list of country-specific requirements for more information but note that advertisers are expected to do their own research on the local regulations for any location their ads target.

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.

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

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. 

The following is not allowed:

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 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 (non-exhaustive): Verification of government affiliation, third-party ratings

Personal loans

For this policy, we define personal loans as lending money from one individual, organisation or entity to an individual consumer on a non-recurring 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 (non-exhaustive): 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. 

The following is not allowed:

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

Personal loans which require repayment in full in 60 days or less from the date the loan is issued. 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%

Not allowed

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.

Tip

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.

Loan modification

To protect consumers from deceptive and harmful practices in ads for mortgage-related or foreclosure-related sites and apps, the following is not allowed:

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 counsellor or housing counsellor

Binary options

Due to the significant risk of financial loss involved in trading binary options, the following is not allowed:
 
 Ads for binary options or synonymous financial products
 
Examples (non-exhaustive): Ads for digital options, binary options, digital 100, fixed return options, all-or-nothing options

Complex speculative 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 or aggregator, 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:

Australia
Austria
Brazil
Bulgaria
Canada
Croatia
Cyprus
Czechia
Denmark
Estonia
Finland
Germany
Greece
Hong Kong
Hungary
Iceland
Indonesia
Ireland
Israel
Italy
Japan
Latvia
Lithuania
Luxembourg
Malta
Malaysia
Netherlands
New Zealand
Norway
Poland
Portugal
Romania
Russia
Singapore
Slovakia
Slovenia
South Africa
Spain
Sweden
Switzerland
Taiwan
Turkey
United Arab Emirates
United Kingdom
United States

The following is not allowed:

 

Ads that target minors or unapproved countries

Ad destinations that provide signals for the trading of complex speculative financial products

Examples (non-exhaustive):  Trading signals, tips or speculative trading information; affiliate sites containing related content or broker reviews

Credit repair services

We want consumers to make informed decisions about the services offered to help them address bad credit. To protect users from harmful practices the following is not allowed:

 Ads for credit repair services

This policy applies to advertisers who offer credit repair services directly, lead generators and those who connect consumers with third-party credit repair services.

Debt services

We want consumers to make informed decisions about the services offered to help them address overwhelming debt. To protect users from deceptive and harmful practices, we only allow advertisements for the following debt services in selected countries and only if (1) the services and ads comply with local laws and industry standards and (2) the account is certified by Google:

 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 and/or fees

This policy applies to advertisers who offer these debt services directly, lead generators and those who connect consumers with third-party debt services.

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.

Approved countries

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

Cryptocurrencies

Due to the complex and evolving nature of regulations related to cryptocurrencies and related products and services, we only allow them to be advertised in limited circumstances.
 
The following is allowed:
 
Business not pertaining to the purchase, holding or exchange of cryptocurrencies, subject to other Google Ads policies.
 
Examples: Businesses accepting payment in cryptocurrency, cryptocurrency mining hardware, tax and legal services, security services, platforms that rely on blockchain for operations and do not market or sell cryptocurrencies or tokens, educational materials.
 
The following cryptocurrency products and services 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.
 

Cryptocurrency Exchanges and Wallets

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.

Approved countries

Ads for cryptocurrency exchanges are allowed in the following countries:

Japan

Ads for cryptocurrency exchanges and wallets are allowed in the following countries:

United States


The following is not allowed:

 Ads for initial coin offerings, DeFi trading protocols or otherwise promoting the purchase, sale or trade of cryptocurrencies or related products
 
Examples (non-exhaustive): ICO pre-sales or public offerings, cryptocurrency loans, initial DEX offerings, token liquidity pools, celebrity cryptocurrency endorsements, unhosted wallets, unregulated DApps
 

 Ad destinations that aggregate or compare issuers of cryptocurrencies or related products

Examples (non-exhaustive): Cryptocurrency trading signals, cryptocurrency investment advice, aggregators or affiliate sites containing related content or broker reviews

Learn how to fix a disapproved ad or extension

 

Financial services advertising in the United Kingdom

In order to show financial services ads of any kind in the UK – including showing ads to UK 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 authorised by the UK Financial Conduct Authority or qualify for one of the exemptions described in the UK financial services verification page. Please note that this requirement covers financial services regulated by and not regulated by the UK Financial Conduct Authority.

Advertisers can initiate verification, or Google may require an advertiser to complete the verification process. Advertisers who fail to complete Step 2 of verification within the time given will have their accounts paused. Learn more about UK financial services verification.

Ads related to the following categories are not considered financial services for the purposes of this policy, but are still required to comply with all other Google Ads policies:

  • Products in scope of our Debt services policy
  • Products in scope of our Complex speculative financial products policy: contracts for difference, rolling spot forex, financial spread betting*
  • Gambling (see our Gambling and games policy)
  • Products in scope of our Cryptocurrencies, Credit repair and Binary options policies
 

*Ads for this category can target UK users seeking financial services, as long as they meet the requirements of our Complex speculative financial products policy and complete verification if requested by Google.

 

Need help?

If you have questions about our policies, let us know: Contact Google Ads Support
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