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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.

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

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
How to fix: Financial services disclosures
  1. Read the policy above to learn what's required in order to advertise financial products and services.
  2. Include the required content on your website or app. If your site or app fails to include the required disclosures, add the disclosures. If the disclosures are posted as roll-over text or available through another link or tab, edit your landing page so that the information is clearly and immediately visible without needing to click or hover over anything. If your site or app includes references to third party accreditation or endorsement without links, either add the links or remove the references. You'll then need to request a review of your website or app.

    If we find that you've removed the unacceptable content from your website or app we can approve your ad to start running.

If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

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.

How to fix: Personal loans
  1. Read the policy above to learn what's required in order to advertise personal loan products.
  2. Add or remove content from your landing page. If your landing page fails to include all the information required for personal loans (such as term length, APR, and representative example), add the disclosures. If your ad leads to the promotion of personal loans, remove all content from the landing page that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of changing your ad.
  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

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.

How to fix: High APR personal loans
  1. Read the policy above to learn what is required in order to advertise personal loan products. Note that if your site or app is largely dedicated to advertising personal loans in the United States with an APR of 36% or higher, you won't be able to advertise with us.
  2. Remove non-compliant content from your landing page. If your ad leads to the promotion of personal loans in the United States with an APR of 36% or higher, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of changing your ad text.

    Or, you can choose to change your final URL to point to another part of your website or app that doesn't include this type of content.
  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

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

How to fix: Loan modification
  1. Read the policy above to learn what is required in order to advertise loan modification.
  2. Add or remove content from your website. If your site fails to include all the information required for loan modification, add the disclosures. If your site includes claims that we don’t allow, remove them from your site. You'll then need to request a review before moving on to the next step of changing your ad.

    Or, you can choose to change your final URL to point to another part of your website or app that doesn't include this type of content.
  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

What happens if you violate our policies

Ad or extension disapproval: Ads and extensions that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is approved.

Site suspension: We may suspend websites that violate our policies, meaning that the website can no longer be advertised until the problem is fixed.

Account suspension: An account may be suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also be permanently suspended and your new accounts may be automatically suspended at setup. Learn more about suspended accounts.

To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google AdWords policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

Need help?

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

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