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 your 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
Troubleshooter: 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
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.
- Read the policy above to learn what's required in order to advertise financial products and services.
- 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.
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.
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.
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
Need help?If you have questions about this policy, let us know:
Contact AdWords Support