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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 location that your ads target – for example, include specific disclosures required by local law. 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.
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
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%
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.
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
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 productsExamples (non-exhaustive): Ads for digital options, binary options, digital 100, fixed return options, all-or-nothing optionsBinary Options broker: Site only offers binary options. Including signals/software for binary options with no other financial productsBinary Options Informational/educational sites/Blogs: Educational sites or blogs on binary options and synonymous products
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.If you meet the requirements, apply for certification in the relevant approved countries. If you want to advertise in more than one country, submit a separate application for each country or group of countries.
Contracts for Difference (CFD), financial spread betting, rolling spot forex and related forms of speculative products
Ads for complex speculative financial products are allowed in the following countries:
United Arab Emirates
The following is not allowed:
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.
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
In order to advertise financial services in certain countries, advertisers must complete a verification process. 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 country-specific requirements can be found below.
Financial services advertising in Australia, Brazil, France, Germany, India, Indonesia, Italy, Portugal, Singapore, Spain, Taiwan and Türkiye
In order to show financial services ads of any kind in Australia, Brazil, France, Germany, India, Indonesia, Italy, Portugal, Singapore, Spain, Taiwan and Türkiye advertisers will need to be verified by Google. Separate verification is required for each country being targeted.
Non-financial services advertisers targeting audiences who appear to be seeking financial services must complete the verification process below to ensure that your campaigns are not impacted.
For most advertisers, verification is a two-step process, which entails: (1) obtaining verification through our external compliance partner, G2, and (2) applying for financial services verification with Google.
- G2 verification: Advertisers should complete the verification form on the G2 website. As part of G2’s verification process, G2 will ask advertisers about the type of financial services they provide, whether they are licensed to provide those services and their registration number, among other things. Advertisers must demonstrate that the relevant national financial services regulator directly authorises them to undertake financial services activities or that they are exempt from that requirement.
- Google verification: Once verified by G2, advertisers will need to apply to Google for financial services verification using the unique verification code they received from G2.
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.
To learn more about advertiser types and their respective applications, including specific exemptions, visit the Financial Services Verification pages for Australia, Brazil, France, Germany, India, Indonesia, Italy, Portugal, Singapore, Spain, Taiwan and Türkiye.
For more information on relevant national financial services regulators and enforcement dates, please visit our Financial Services Verification: Relevant Regulators and Enforcement Dates page.
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 products in scope of our Complex speculative financial products, Gambling, Cryptocurrencies, Credit repair and Binary options policies are governed by those policies and not by this policy, in so far as they relate to the UK specifically. Advertisers are not eligible for Exempt non-financial services advertisers verification in relation to these products. Advertisers are expected to check and comply with the individual policies and all other applicable policies.
*Ads for these categories can target UK users seeking financial services as long as they meet the requirements of our individual policies and complete verification, when requested by Google.