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Financial 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 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 and investment of money, including personalized advice.

When promoting financial services and products, you must comply with state and local regulations for any region 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 and personal loans. 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.

If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.

Financial services disclosures

Financial products 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

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Personal loans

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, pawnshops

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.

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

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.

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Loan modification

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

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support
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