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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 services, 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 or investment of money and cryptocurrencies, including personalized advice.
When promoting financial products and services, you must comply with state and local regulations for any location that your ads target — for example, include specific disclosures required by local law. Advertisers are expected to do their own research on the local regulations for any location their ads target.
Below you can find policy requirements related to financial services, personal loans, and certain restricted financial products. 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 you violate our policies.
In this article
Learn more about the “Eligible (Limited)” status.
Financial products and services disclosures
Financial products and services can be very complex and sometimes difficult to understand. Disclosures increase transparency and provide consumers with valuable information to make informed decisions.
Advertisers promoting financial products or services are required to provide:
- The physical address for the business offering the financial product or service
- Associated fees
- 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 (non-exhaustive): Verification of government affiliation, third-party ratings
Note: Disclosures can’t be posted as roll-over text or made available through another link or tab. They must be clearly and immediately visible without needing to click or hover over anything.
Learn more about the Financial products and services disclosures policy.
Personal loans
For this policy, we define personal loans as lending money from one individual, organization, or entity to an individual consumer on a nonrecurring (one-off) basis, not for the purpose of financing the purchase of a fixed asset or education.
Personal loan consumers require information about the quality, features, fees, risks, and benefits of loan products to make informed decisions about whether to undertake the loan.
- Examples (non-exhaustive): Payday loans, title loans, pawn shops, military loans, tax loans, medical or fertility loans, cash advance loans
- Not included: Mortgages, car loans, student loans, revolving lines of credit (such as credit cards, personal lines of credit), US Veterans Affairs loans or US Federal Housing Administration loans
Disclosures increase transparency and provide consumers with valuable information to make informed decisions. Only personal loans that require repayment in full in 61 days or longer are allowed. This applies to advertisers who offer loans directly, advertisers who are lead generators, and those who connect consumers with third-party lenders.
Advertisers promoting personal loans must prominently disclose all of the following additional information on their landing page or app:
- Minimum and maximum period for repayment
- 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. Must be separate from the representative example.
- A representative example of the total cost of the loan, including all applicable fees
Learn more about the Personal loans policy.
High APR personal loans (US specific)
If your targeted location includes the US, your ads must also be compliant with the High APR personal loans policy.
We want to protect our users from deceptive or harmful financial products, such as ultra high-cost personal loans.
We do not allow ads for personal loans with an APR of 36% and above in the US. This policy applies to advertisers who make loans directly, lead generators, and those who connect consumers with third-party lenders.
Ads promoting high APR personal loans that target non-US locations are eligible to serve. If your ads target both US and non-US locations, or just non-US locations, their serving status will show as Eligible (limited).
Learn more about the High APR Personal loans policy.
Loan modification
To protect our users from deceptive and harmful practices in ads for mortgage-related or foreclosure-related sites and apps, we also restrict certain products and services related to loan modification where the following scenarios would lead to disapproval for Loan modification:
Guaranteeing loan modification or foreclosure prevention
Credit repair services
We want consumers to make informed decisions about the services offered to help them address bad credit. This policy applies to advertisers who offer credit repair services directly, lead generators, and those who connect consumers with third-party credit repair services.
To protect users from harmful practices, the following would lead to disapproval for Credit repair services:
No certification is available at this time.
Learn more about the Credit repair services policy.
Debt services
We want consumers to make informed decisions about the services offered to help them address overwhelming debt. This policy applies to advertisers who offer debt services directly, lead generators, and those who connect consumers with third-party debt services.
To protect users from deceptive and harmful practices, we only allow advertisements for the following debt services in select locations, and only if they meet the following criteria:
- The services and ads comply with local laws and industry standards, and
- The targeted location is eligible for certification and the account is certified by Google
Products or services allowed under the Debt services policy with certification
Ads for debt settlement services that offer to negotiate with creditors a reduced, lump-sum payment that will be regarded as payment in full
Learn more about the Debt services policy.
Binary options
We want to protect our users from the significant risk of financial loss involved in trading binary options.
The following would lead to disapproval for Binary options:
Examples (non-exhaustive): Ads for digital options, binary options, digital 100, fixed return options, all-or-nothing options
Learn more about the Binary options policy.
Complex speculative financial products
Due to the inherent complexities and risks involved in trading the following types of complex speculative financial products, to protect users, we only allow advertisements for these products in select locations and only if they meet all of the following criteria:
- The advertiser is a licensed provider or aggregator
- The products and ads comply with local laws and industry standards
- The targeted location is eligible for certification and the account is certified by Google
Products or services allowed under Complex speculative financial products with certification
The following would lead to disapproval for Complex speculative financial products:
Examples (non-exhaustive): Trading signals, tips, or speculative trading information; affiliate sites containing related content or broker reviews
Learn more about the Complex speculative financial products policy.
Country specific financial services verification
In order to advertise financial services in certain countries, advertisers must complete a verification process. For most advertisers, this process will entail providing information about the type of financial services they provide, whether they are licensed to provide those services, and their registration number, among other things. Additional information about country specific requirements can be found below.
Financial services advertising in Australia, Brazil, France, Germany, India, Indonesia, Italy, Portugal, Singapore, Spain, Taiwan, and Türkiye
In order to show financial services ads of any kind in Australia, Brazil, France, Germany, India, Indonesia, Italy, Portugal, Singapore, Spain, Taiwan, and Türkiye advertisers will need to be verified by Google. Separate verification is required for each country being targeted.
Non-financial services advertisers targeting audiences who appear to be seeking financial services must complete the verification process below to ensure your campaigns are not impacted.
For most advertisers, verification is a 2-step process, which entails: (1) obtaining verification through our external compliance partner, G2, and (2) applying for financial services verification with Google.
- G2 verification: Advertisers should complete the verification form on the G2 website. As part of G2’s verification process, G2 will ask advertisers about the type of financial services they provide, whether they are licensed to provide those services, and their registration number, among other things. Advertisers must demonstrate that the relevant national financial services regulator directly authorizes them to undertake financial services activities or that they are exempt from that requirement.
- Google verification: Once verified by G2, advertisers will need to apply to Google for financial services verification using the unique verification code they received from G2.
Advertisers will also be required to complete the Advertiser verification process to complete the Financial Services verification and run financial service ads in the countries listed above. Advertisers will receive an automatic email and in-account alert notifying them if they need to complete this process. Only after receiving this notification will advertisers be able to complete Advertiser verification.
Limited Eligibility
Note that in order to promote claims management services in connection with financial products or services, such as scam redress services, advertisers must be or operate on behalf of a claims management-licensed financial service provider, a government entity, non-profit organization, or legal service provider.
To learn more about advertiser types and their respective applications, including specific exemptions, visit the Financial Services Verification pages for Australia, Brazil, France, Germany, India, Indonesia, Italy, Portugal, Singapore, Spain, Taiwan, and Türkiye.
For more information on relevant national financial services regulators and enforcement dates, please visit our Financial Services Verification: Relevant Regulators and Enforcement Dates page.
Financial services advertising in the United Kingdom
In order to show financial services ads of any kind in the UK - including showing ads to UK 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 authorized by the UK Financial Conduct Authority or qualify for one of the exemptions described in the UK Financial Services verification page. Please note that this requirement covers financial services regulated by and not regulated by the UK Financial Conduct Authority.
Advertisers can initiate verification, or Google may require an advertiser to complete the verification process. Advertisers that fail to complete step 2 of verification within the time given will have their accounts paused. Learn more about UK Financial Services verification.
Ads related to products in scope of our Complex speculative financial products, Gambling, Cryptocurrencies, Credit repair, and Binary options policies are governed by those policies and not by this policy, in so far as they relate to the UK specifically. Advertisers are not eligible for Exempt non-financial services advertisers verification in relation to these products. Advertisers are expected to check and comply with the individual policies and all other applicable policies.
*Ads for these categories can target UK users seeking financial services as long as they meet the requirements of our individual policies and complete verification, when requested by Google.