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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) |
|---|---|---|
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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.
Beginning on the dates listed here, in order to show financial services ads in Brazil - including showing ads to Brazilian users who appear to be seeking financial services - advertisers need to be verified by Google. As part of the verification process, advertisers must demonstrate that they are licensed by the authorized relevant financial service regulator in Brazil or are exempt from such requirements. The complete list of relevant Brazilian financial services regulators is here. Please note that the financial services verification requirement covers categories of financial services that may or may not be regulated by these regulators.
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 Brazil financial services regulator directly authorizes them to undertake financial services activities or that they are exempt from the requirement. Once 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 do not 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 relevant financial services regulator, should apply to G2.
Government entities don’t need to obtain third party verification from G2. Government entities with a .gov.br domain should apply directly to Google for verification. Government entities without a .gov.br domain should contact their Google Account Manager. Approved third parties – that is, advertisers whose ads are approved by a BR-authorized advertiser - such as approved resellers, affiliates, and marketing agencies for lead generation, also do not need to obtain third party verification from G2. Approved third parties may apply directly to Google.
Please see below for more information on specific verification processes. 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.
To complete verification, applications must be submitted by an Authorized Representative.
Step-by-step Verification Requirements
Brazilian Financial Services Authorization
Step 1: Access G2’s third party verification process using this form.
Please note that the business information you provide during this verification process must exactly match with the business details available on the relevant Brazil financial services registries or records.
Once you successfully complete Step 1, you will receive a unique code which you must provide to Google in Step 3.
Step 2: After applying for third party verification with G2, you should receive a status update with Google’s advertiser verification program via email. Follow instructions on that email. Note: If advertisers have already completed Google’s advertiser verification program, they will not need to do so again.
Step 3: Provide the unique code you received from G2 to Google using this form.
If you are successfully verified after completing these steps, a certificate will be applied to your Google Ads account. We will notify you via 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 Brazil and show ads to Brazilian users who appear to be seeking financial services.
Verification Requirements for Approved Third Parties
If you are an approved third party advertiser, you will need a BR-authorized advertiser to initiate verification for you by submitting a list of domains or websites that you use to promote their services. Once this is done, Google may contact you to initiate 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.
If you are a BR-authorized advertiser and have already completed your financial services verification, you can initiate verification for an approved third party using this Google form. You can only vouch for third parties whose financial promotions are approved by you.
You will 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 are a Non-Financial Services advertiser with a compelling reason to target users who appear to be seeking financial services, you can apply for Brazil Financial Services verification through our partner, G2, using this form. Once you successfully apply to G2, you will 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 will be permitted to show ads to Brazilian users who appear to be seeking financial services.
You will be asked to provide the following information to Google in the Brazil 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 will not 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 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.
Verification Requirements for Government entities
Verification Requirements for Exempt Financial Services Advertisers
If you are exempt from or not required to be licensed by the relevant financial services regulators, 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 Brazilian users who appear to be seeking financial services.