A second check on top of identity verification
Google Ads asks advertisers to confirm who they are through advertiser identity verification. Google says identity-verified advertisers ran more than 97% of the ads people saw on Google in the U.S. and Canada between September 2025 and August 2026.
The new program tests something different: your authority to offer the financial service you promote. You will have to back that up with credentials Google can check.
Google launched this requirement in the United Kingdom in 2021 and now runs it in 42 countries, which it says protects about 2 billion internet users. The latest wave reached the EU and EEA, with enforcement dates of July 23 and September 15, 2026.
Banks have the clearest path so far
In the U.S., Google will check banks against a dedicated American Bankers Association registry before their ads run. In Canada, Google is working with the Canadian Bankers Association as it prepares the launch. Regulations differ between the two countries, so Google plans a phased rollout built for each market.
Lenders, brokers, insurers, fintech apps and affiliates have less to go on. Google's post names no U.S. or Canadian registry for them, and it also leaves out:
- The exact start date
- The list of covered ad categories
- The documents you must submit
- The time you will get to finish
Google promises country-specific guidance before launch, covering accepted registries, required credentials and onboarding steps. It will notify you if your account needs verification, and it says you will have that guidance before enforcement starts.
The current rules offer a preview
Google has not confirmed these rules for the U.S. or Canada, but its current policy shows how the program works in other countries. You may fall inside it even if you don't run a financial business.
| Advertiser group | Who it covers today |
|---|---|
| Authorized advertisers | Regulated banks, card issuers, lenders, brokerages and insurers |
| Approved third parties | Brokers, resellers and affiliates promoting an authorized advertiser with its approval |
| Non-financial advertisers | Car dealers promoting financing, travel agents selling insurance, schools explaining financial aid |
| Regulation-exempt advertisers | Financial advertisers with no licensing requirement |
| Government entities | Financial regulators and other government bodies |
A few other rules matter if Google carries them over:
- One verification per market. Google requires a separate verification for each location you target, so a business advertising in both countries should plan for two applications.
- Admins apply. An admin of the Google Ads account or payments profile submits the application, and that can include your agency.
- Records must match. In Australia, your business details must match the regulator's records with no differences.
- Deadlines are short. Google gives EU businesses 30 days to verify, then restricts the financial ads of anyone who misses the window.
- False details carry a penalty. Google revokes your verification at once and may suspend your account if you provide false information.
Steps to take before Google publishes the details
You can't apply yet, but you can cut the work you will face once applications open.
- Audit your ads. List each campaign, asset and landing page that mentions a financial product, including add-ons like financing or insurance.
- Gather your records. Pull your license and registration numbers, then compare your legal name and address with your Google Ads payments profile.
- Finish identity verification. Clear any open identity verification request, because the financial check sits on top of it.
- Talk to your partners. If you promote another firm's products, ask whether it will vouch for you. In Australia, for example, the authorized firm starts that process.
- Check your admin access. Confirm who can apply for the account, and make sure that person sees in-account notifications.
Workarounds can cost you the account
If you miss verification under the current EU rules, Google restricts your financial ads until you complete it. If you try to work around the requirement, you risk losing the account. Google's Circumventing Systems policy bans false information in verification programs and the use of several accounts to promote services you lack certification for. Google suspends accounts for these violations on detection, with no prior warning.
If a restriction hits your campaigns, fix the verification gap instead of opening a new account or rewording your ads. If you do find your Google Ads account suspended with a Circumventing Systems Policy notice, start with our Free Diagnosis before you file an appeal.
Sources
- Expanding our defenses against financial scam ads, Google, October 20, 2026
- Financial Services Verification, Google Advertising Policies Help
- Relevant Regulators and Enforcement Dates, Google Advertising Policies Help
- Expanding financial advertiser verification across Europe, Google, June 23, 2026
- Circumventing systems, Google Advertising Policies Help