Google is expanding a verification program for financial services ads that it launched in the UK last summer after seeing what it describes as a “pronounced decline” in reports of ads promoting financial scams.
First in line to get the requirement, as part of a phased expansion of the policy, are Australia, Singapore and Taiwan. But Google says it plans to further expand the verification requirements to advertisers in additional countries and regions “in the coming months”.
The verification layer sits atop Google’s financial products and services policy — looping in a local financial regulator which advertisers must demonstrate they are authorized by in order to have their financial services ads accepted by Google — thereby adding a layer of security against the adtech giant accepting and running ads for crypto investment scams and the like.
In the UK the Financial Conduct Authority (FCA) is the regulatory body that financial services advertisers must demonstrate they are authorized by. Equivalent oversight bodies will come into play in the three new markets.
Google said advertisers wanting to promote financial products and services in these markets will be able to apply for verification at the end of June — with the policy slated to go into effect on August 30, 2022.
“Advertisers that have not completed the new verification process by this date will no longer be allowed to promote financial services,” it warns in a blog post penned by Alejandro…
