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Financial services

Google AdWords has guidelines and restrictions associated with the promotion of financial services. Financial services are defined as those that include the management of money and investments. We have different requirements based on the product or service that you're advertising, but there are some requirements that apply across all products and services.

All advertisers advertising products and services related to financial services must do the following:

  • Operate in compliance with state and local regulations – for example, include specific disclosures required by local law.
  • Disclose associated fees.
  • Include links to third-party accreditation/endorsement where affiliation is implied, particularly when it serves to improve the reputation of the site. Examples include, but are not limited to, verification of government affiliation and third-party ratings.
  • Provide legitimate physical contact information for the business being promoted.

Below you can find the areas within financial services that currently have product-specific requirements. 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.

Loan modification

Google prohibits mortgage-related or foreclosure-related sites that don't meet all of the requirements below. Ads that violate these criteria may also be disapproved.

  • Must include physical contact information
  • Must not guarantee loan modification or foreclosure prevention
  • Must not charge an upfront fee unless service is being provided by a law firm
  • Must not ask users to transfer or surrender property titles or offer to buy house at a below-market price
  • Must not ask users to bypass the lender and make payments directly to the company or other third party
  • Must not encourage users not to contact their lender, lawyer, credit counselor, or housing counselor
  • Must comply with all state and local regulations related to mortgage modification and foreclosure prevention services

Short-term loans

Short-term loans are defined as secured or non-secured loans with a duration of 60 days or less. Google doesn't allow websites for short-term loans if those websites don't include all of the information below (includes lenders, lead generators, and aggregators of short-term loans):

  • Legitimate contact information or physical address (P.O. box addresses are not acceptable)
  • Compliance with other state or local regulations related to short-term loans
  • Prominent disclosure of APR and implications of non-payment on the landing page, meaning that it's shown in the same font type, size, and color as the base text on the landing page and presented in a way that is clear and conspicuous to users. Implications of non-payment include the following:
    • Financial implications (whether fees are charged and/or interest rates are raised)
    • Collection practices
    • Potential impact to users' credit score
    • Renewal policy information, including if the renewal is automatic and if there are fees associated with the renewal
    Aggregators/lead generators may provide sample implications from their network to satisfy the above requirements. Implications of non-payment should be grouped together in one location on the landing page.

Payday loans

Because a consumer advisory has been issued about payday loans, AdWords will only serve payday loan ads if the phrase "payday loan" (or similar terms) are included in the user's query. On the Google Display Network, these ads will be shown only on sites related to payday loans.

How to fix a suspended site

Step 1: Review the guidelines above and see where your website might be causing issues. Please note that your entire website needs to comply, not just the landing page from your ad.
  • Remove all unacceptable or illegal content from your ad text and website.
  • Provide users with accurate information about your business, products, and services.
  • Ensure that your site contains all information required by state and local laws.
  • Be transparent about the product or service being promoted to users.

Step 2: After making any necessary changes to your site, request a re-review of your site by completing this contact form:
Request a re-review

What happens if you violate our policies

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised until the problem is fixed.
  • Account suspension: An account may get 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 get permanently suspended and your new accounts may get 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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