Enforcement dates by country
The expansion takes the program from 18 countries to 42. Google's enforcement list shows when each European market came into scope:
| Enforcement began | Countries |
|---|---|
| September 15, 2026 | Bulgaria, Croatia, Cyprus, Czechia, Estonia, Greece, Latvia, Lithuania, Malta, Poland, Romania, Slovakia, Slovenia |
| July 23, 2026 | Austria, Belgium, Denmark, Finland, Hungary, Iceland, Liechtenstein, Luxembourg, Netherlands, Norway, Sweden |
| 2023 to 2024 | France, Germany, Italy, Ireland, Portugal, Spain |
A start date for a country doesn't set your own deadline. Google runs enforcement on a rolling basis and gives affected advertisers their dates in account notices.
Google ties the change to scam prevention. It says this framework has helped it block or remove 327.8 million unauthorized financial services ads worldwide. Identity verification covers more than 98% of ads seen in the EU, and the financial check adds proof of regulatory authority on top.
How verification works
Google may ask you to verify if you promote banking, credit cards, loans, investments, brokerage or day trading, bonds, commodities, futures trading or insurance. That list isn't exhaustive, and the categories in scope can change over time.
The process has three stages:
- Watch for the notice. Google sends an in-account message that warns your ad performance may suffer under the verification policy. Businesses in these markets get 30 days to finish.
- Verify with G2. Google's compliance partner asks about your services, your licenses and your registration number. You must show that the relevant regulator authorizes you or that you're exempt.
- Apply to Google. Submit the code G2 gives you through Google's verification form, applying as a First Party or Authorized Advertiser.
Your role changes the route:
- Affiliates and other approved third parties can't apply. The authorized firm you promote must apply on your behalf.
- Agencies must obtain verification for each in-scope client account they manage.
- Multi-market advertisers need a separate verification for each location they target.
Google's general policy also reaches beyond financial firms. A car dealer promoting financing or a travel agent selling insurance may need verification too.
Steps to take if you advertise in Europe
- Check every account. Look for verification notices in each account that targets an affected market, including the ones you manage for clients.
- Compare your records. Make sure your business name, address and registration number agree with your regulator's register before you apply to G2.
- List your target countries. Match each one to the enforcement table, then confirm you hold verification for each location.
- Contact your partners. If you promote another firm's financial products, ask it to apply for you, and do this before your date arrives.
Missing verification and suspension carry different risks
A missed deadline blocks your financial services ads in the affected locations until you complete verification. An attempt to work around the check can cost you far more.
Google's Circumventing Systems policy bans false information in verification programs. It also bans using several accounts to promote services you lack certification for. Google suspends accounts for these violations on detection, with no prior warning.
If your ads stop, finish verification from the account that received the notice. If you find your Google Ads account suspended with a Circumventing Systems Policy notice, start with our Free Diagnosis before you file an appeal.
Sources
- Expanding financial advertiser verification across Europe, Google, June 23, 2026
- Introducing New Verification Requirements for Certain Financial Services Advertisers (June 2026), Google Advertising Policies Help
- Relevant Regulators and Enforcement Dates, Google Advertising Policies Help
- Financial Services Verification, Google Advertising Policies Help
- Circumventing systems, Google Advertising Policies Help