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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.
If you’re advertising financial services on Google Ads, you’re required to follow our Financial products and services policy and any local regulations for the locations you target. Non-financial services providers are also required to be verified by Google if you're running ads or targeting audiences who appear to be seeking certain financial services.
For more information about advertiser types, exemptions, and specific requirements for your targeted location, refer to Financial services verification location specifics.
On this page
- Location specific financial services verification
- Verification renewal
- Limited eligibility
- Categories of financial services advertisers
- Financial services verification location specifics
Location specific financial services verification
Some locations have additional requirements to run financial services ads. To target these locations, you’ll need to be verified separately for each location. To learn more about these additional requirements and dates of enforcement, refer to Relevant Regulators and Enforcement Dates. Note that the financial services verification requirement also applies to categories of financial services that may not be regulated by these regulators.
The verification process includes providing information about the type of financial services you provide, the licenses you hold for those services, your registration number, and other information about you or your business. Applications for verification must be submitted by an authorized representative. An authorized representative is an admin of the Google Ads account or of the payments profile paying for the ads. This includes advertising agencies, subsidiaries, or other entities that manage the Google Ads account on your behalf.
If you’re already certified under this policy and want to have that certification applied to additional managed accounts under the same Manager Account (MCC), you can apply for Manager Account Certification. Eligibility for Manager Account Certification may vary based on advertiser and certification type.
Verification renewal
You may need to renew your verification periodically. You may also be asked to re-verify your identity if there are significant changes in your Google Ads account like updates or changes to your payments profile. You’ll receive an in-account notification when renewal or re-verification is required.
Limited eligibility
If you’re promoting claims management services related to financial products and services, like scam redress services, you must either be a claims management-licensed financial services provider, a government entity, non-profit organization, or legal service provider, or acting on behalf of one.
Categories of financial services advertisers
There are 5 types of advertisers that may need to be verified. Click the advertiser type to learn more about the verification requirements for that category.
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Advertiser type |
Definition |
Examples (non-exhaustive) |
|---|---|---|
|
Authorized advertisers |
Advertisers who are authorized by the relevant financial services regulatory bodies |
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|
Approved third parties |
Advertisers who provide or promote financial services with the approval of an Authorized Advertiser, also known as a First Party advertiser, but who are not directly authorized by a regulator to provide financial services |
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Non-Financial services advertisers |
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|
Government entities |
Financial services regulators with a .gov or corresponding domain Financial services regulators and governmental or intergovernmental entities do not need to obtain verification from G2. Government entities with a .gov or corresponding domain should apply directly to Google for verification using the Google Ads Financial Services Verification form Financial services regulators and governmental or intergovernmental entities without a .gov or corresponding domain should reach out directly to their Google Account Manager to be verified. |
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Financial services advertisers who are regulation exempt |
Advertisers who promote financial services but are not required to be licensed by the relevant financial services regulatory bodies |
Financial services verification location specifics
Select the location you plan to target from the dropdown menu below to learn more about verification specifics.
About Financial services verification in Australia
Beginning on the dates listed in Relevant Regulators and Enforcement Dates, in order to show financial services ads in Australia, including showing ads to Australian users who appear to be seeking financial services, advertisers need to be verified by Google. As part of the verification process, advertisers must prove that they’re licensed by the Australian Securities and Investments Commission (ASIC). Note that the financial services verification requirement covers categories of financial services not regulated by the ASIC.
To obtain verification, most advertisers will first need to obtain third party verification from our vendor, G2. As part of G2’s third party verification process, advertisers must demonstrate that the relevant Australian financial services regulator directly authorizes them to undertake financial services activities or that they’re exempt from the requirement. When verified by G2, advertisers should apply to Google for financial services verification using the unique third party verification code they receive from G2.
Included in the requirement to apply to G2 are advertisers that don’t promote financial services, but that have a compelling reason to target users who appear to be seeking financial services, such as search engines and eCommerce platforms. Likewise, financial services advertisers that are exempt from or not required to be licensed by the Australian Securities and Investments Commission (ASIC), should apply to G2.
Government entities with .gov.au domains or intergovernmental organizations don’t need to obtain third party verification from G2. Likewise, third party advertisers whose ads are approved by an AU-authorized advertiser,such as approved resellers, affiliates, and marketing agencies for lead generation, also don’t need to obtain third party verification from G2. Government entities and approved third parties may apply directly to Google.
You can review more information on specific verification processes below. Verification is required for all ad formats and assets. Authorized Buyers and Display & Video 360 accounts that engage in financial services don’t need to get verified at this time.
Note: Financial services regulators and governmental or intergovernmental entities don’t need to obtain verification from G2. Government entities with a .gov or corresponding domain should apply directly to Google for verification using the Google Ads Financial Services Verification form.
Financial services regulators and governmental or intergovernmental entities without a .gov or corresponding domain should reach out directly to their Google Account Manager to be verified.
Verification requirements
Verification requirements for approved third parties
If you’re an approved third party advertiser, you’ll need an AU-authorized advertiser to initiate verification for you by submitting a list of domains or websites that you use to promote their services. When this is done, Google may contact you to initiate advertiser verification if you haven’t completed this verification program before.You’ll receive an email and an in-account notification that will guide you through the required verification process.
If you’re an AU-authorized advertiser and have already completed your financial services verification, you can initiate verification for an approved third party using the Google Ads Financial Services Verification form. You can only vouch for third parties whose financial promotions are approved by you.
You’ll be required to submit the following information related to third party financial services advertisers associated with your business.
- Google Ads account Customer ID
- Name of the Authorized Representative applying for verification
- Your Business details (name, address, email address)
- Domains or websites of third party financial services advertisers whose ads are approved by you
- Warranty that you approve the financial promotions the third party runs
Verification requirements for Non-financial Services advertisers
If you’re a Non-Financial Services advertiser with a compelling reason to target users who appear to be seeking financial services, you can apply for Australian Financial Services verification through our partner, G2, using this form. When you successfully apply to G2, you’ll receive a unique code which you must provide to Google. Provide the unique code you received to Google using this form.
If your application is approved, you’ll be permitted to show ads to Australian users who appear to be seeking financial services.
You’ll be asked to provide the following information to Google in the Australian Financial Services verification form:
- Your Google Ads account Customer ID
- Name of the Authorized Representative applying for verification
- Your business details (name, address, email address)
- Your business domains or websites you’re advertising on Google Ads
- Brief description of your business and your rationale for targeting keywords related to financial services
- Warranty that you won’t use this exemption to run Google Ads promoting financial services
Upon review of your request, Google may require you to complete advertiser verification if you haven’t completed this verification program before. You’ll receive an email and an in-account notification that will guide you through the required verification process.
Verification requirements for Government Entities
Australian financial services regulators with a .gov.au domain are always exempt from Google’s verification requirement. Most other governmental entities advertisers, such as intergovernmental organizations, will be verified automatically by Google. If you haven’t been verified automatically, contact your account representative to request Australian Financial Services verification or contact us here.
Verification requirements for Regulation-exempt Financial Services advertisers
If you’re exempt from or not required to be licensed by the Australian Securities and Investments Commission (ASIC), you can access G2’s third party verification process using this form. If G2 determines you’re an Exempt Financial Services Advertiser, you’ll receive a unique code which you must provide to Google. Provide the unique code you received to Google using this form.
Upon review of your request, Google may require you to undergo advertiser verification if you haven’t completed this verification program before. You’ll receive an email and an in-account notification that will guide you through the required verification process.
When you successfully complete this verification, you’ll receive a confirmation and email notification from Google. A certificate will be granted to your Google Ads account that will allow you to show ads to Australian users who appear to be seeking financial services.
Steps to complete Financial services authorization in Australia
Step 1: Complete G2 verification
Access G2’s third party verification process using the G2 Financial Services Verification form. The business information you provide during this verification process must exactly match with the business details available on the ASIC registries or records. When your G2 verification is complete, you’ll get a unique code that you’ll need for Google’s Financial services verification form in Step 3.
Step 2: Complete or confirm your Google Ads Advertiser verification
After applying for third party verification with G2, you’ll receive a status update from Google’s advertiser verification program by email. Follow the instructions provided in that notification. If you’ve already completed Google’s advertiser verification program, you won’t need to complete it again.
Step 3: Complete the Google Ads Financial Services Verification form
Provide the unique code you received from G2 to Google using the Google Ads Financial Services Verification form.
If you’re successfully verified after completing these steps, a certificate will be applied to your Google Ads account. We’ll notify you by email on the status of your request. Advertisers who are successfully verified after completing the steps will be allowed to show financial services ads in Australia and show ads to Australian users who appear to be seeking financial services.
Verification Requirements for Exempt Financial Services Advertisers
If you are exempt from or not required to be licensed by the Australian Securities and Investments Commission (ASIC), you can access G2’s third party verification process using this form. If G2 determines you are an Exempt Financial Services Advertiser, you will receive a unique code which you must provide to Google. Provide the unique code you received to Google using this form.
Upon review of your request, Google may require you to undergo advertiser verification if you have not completed this verification program before. Please note, this process was updated in March, 2022. You’ll receive an email and an in-account notification that will guide you through the required verification process.
Once you successfully complete this verification, you will receive a confirmation and email notification from Google. A certificate will be granted to your Google Ads account that will allow you to show ads to Australian users who appear to be seeking financial services.