Google has rolled out mandatory financial advertiser verification across all EU and European Economic Area member states. Only companies authorised by national regulators can now run ads for banking products, credit and insurance.
The programme now covers 24 additional countries. It previously operated in 18 jurisdictions, including six EU members and the UK. Google checks advertiser credentials directly through official registries in each country. Over the past year the company's systems blocked or removed more than 1.6 billion ads in the EU. Globally, 327.8 million ads from unauthorised financial services were stopped.
Financial advertiser verification works alongside Google's existing advertiser identity programme, which covers more than 98% of ads in the EU. Google uses Gemini-powered systems to detect fraudulent ads and block them before they reach users.
The requirements are being phased in. Once notified, advertisers have 30 days to complete verification. Companies that miss the deadline will have their financial ad delivery restricted until they gain approval.
For affiliates, this tightens the conditions for running financial offers through Google Ads in Europe. Traffic to financial products will be limited to verified advertisers holding licences from national regulators.
