A dated record of Google Ads policy news for financial services advertisers: which markets require financial services verification, when enforcement started in each, and what changed recently. We check it against Google’s own pages every month and date every change.
The short version
- 42 markets require Google’s financial services verification. The United States is not one of them, and neither are Kenya, Nigeria, South Africa or Ghana.
- The latest enforcement change took effect on September 15, 2026, when 13 more EEA markets began enforcement, completing the 24-market expansion Google announced in June.
- The EEA expansion came in two tranches: 11 markets on July 23, 2026 and 13 on September 15, 2026.
- Malaysia joined on April 14, 2026. The UK has required verification since September 6, 2021.
- Last checked October 1, 2026. Next scheduled check: November 2, 2026.
Table of Contents
This page tracks Google Ads policy news that affects financial services advertisers, in one place and with a date on everything. It exists because the facts change and most coverage of them does not: a guide written at the end of 2024 would list 17 markets, and there are now 42.
It is built for two readers: the growth or paid media lead deciding where a campaign can run, and anyone who needs a dated table to cite. Every row comes from Google’s own pages, read directly rather than through a summary.
How this page is maintained
- Checked monthly, on the first weekday of each month, against Google’s country table and its policy change log.
- Every change gets a dated entry in the log below. Nothing is silently edited.
- If Google changes something between checks, the page will be behind until the next check. Always confirm against Google’s own page before you act.
Found a change we have missed? Email administrator@momentumadworks.net and we will verify it and date the update. To get changes like these by email, sign up for Regulated Growth, our fortnightly newsletter.
Financial services verification by country: the full table
Google requires financial services verification before an advertiser in scope can show financial services ads to users in each of these markets, and a separate verification applies per targeted location. The table lists all 42 markets in Google’s programme with the enforcement date Google publishes for each, plus the five markets we cover that are outside it.
| Market | Google financial services verification | Enforcement starts | Regulators Google lists, or who governs the ad |
|---|---|---|---|
| Australia | Required | August 30, 2022 | ASIC, AFSA, ABN/ACN Lookup |
| Austria | Required | July 23, 2026 | APAB, EBA, EIOPA, ESMA, FMA, BMDW, KSW, BMJ |
| Belgium | Required | July 23, 2026 | FPSE, FSMA, IRE, ITAA, NBB, EBA, EIOPA, ESMA, CBE |
| Brazil | Required | January 24, 2023 | APIMEC, Banco Central do Brasil, CVM, SUSEP, PREVIC, ANS, CFC, OAB, Coaf |
| Bulgaria | Required | September 15, 2026 | Bulgarian National Bank, Commission for Public Oversight of Statutory Auditors, Financial Supervision Commission, Institute of Certified Public Accountants, National Revenue Agency, EBA, EIOPA, ESMA |
| Croatia | Required | September 15, 2026 | HNB, HKPS, FINA, HANFA, MOF, EBA, EIOPA, ESMA |
| Cyprus | Required | September 15, 2026 | CBC, CySEC, ICCS, CPAOB, DOI, IORP, European Banking Authority, European Insurance and Occupational Pensions Authority, European Securities and Markets Authority |
| Czechia | Required | September 15, 2026 | CNB, KAČR, KDP, Ministry of Justice, MIT, EBA, EIOPA, ESMA |
| Denmark | Required | July 23, 2026 | CVR, FSA, EBA, EIOPA, ESMA |
| Estonia | Required | September 15, 2026 | EAA, EBA, EIOPA, ESMA, FI |
| Finland | Required | July 23, 2026 | EBA, EIOPA, ESMA, FSA, PRH, LVV, YTJ |
| France | Required | January 24, 2023 | ACPR, AMF, ORIAS, Conseil national de l’ordre des experts-comptables, EBA, ESMA, European Insurance and Occupational Pensions |
| Germany | Required | January 24, 2023 | BaFin, DIHK, DGUV, ESMA, WPK, BDIU, BStBK, EBA, ESMA, EIOPA |
| Ghana | Not required | — | Not in the programme. Bank of Ghana credit disclosure rules govern the ad itself |
| Greece | Required | September 15, 2026 | BOG, EBA, EIOPA, ESMA, GSFDIM, HAASOB, HCMC, KEEE |
| Hungary | Required | July 23, 2026 | SZTFH, Ministry of National Economy, MKVK, MNB, EBA, EIOPA, ESMA |
| Iceland | Required | July 23, 2026 | CBI, COA, FLE, TCA, EBA, EIOPA, ESMA |
| India | Required | January 24, 2023 | IRDAI, National Housing Bank, NPCI, PFRDA, RBI, SEBI, MCA, ICAI, SIDBI, GST, Udyam |
| Indonesia | Required | January 24, 2023 | OJK, Bappebti, Ministry of Finance, Directorate-General of Tax, SPPI, BI, SIKOP |
| Ireland | Required | November 7, 2024 | CBI, CCPC, HIA, Pensions Authority, ISI, ACCA, AIA, CIMA, CIPFA, CAI, CPA Ireland, Department of Enterprise, Trade and Employment, EBA, ESMA, EIOPA |
| Italy | Required | November 1, 2023 | Bank of Italy, IVASS, ODCEC, CONSOB, COVIP, OAM, OCF, MEF, EBA, ESMA, EIOPA |
| Kenya | Not required | — | Not in the programme. Local regulators include CBK and, for securities, the CMA |
| Latvia | Required | September 15, 2026 | AARL, LB, PTAC, DVI, EBA, EIOPA, ESMA, LZRA |
| Liechtenstein | Required | July 23, 2026 | EBA, EIOPA, ESMA, FMA |
| Lithuania | Required | September 15, 2026 | AVNT, BOL, EBA, EIOPA, ESMA, LAR |
| Luxembourg | Required | July 23, 2026 | EBA, EIOPA, ESMA, CSSF, CAA, OEC |
| Malaysia | Required | April 14, 2026 | BNM, LFSA, SC, KPKT, PPK, LIAM, PIAM |
| Malta | Required | September 15, 2026 | MFSA, Accountancy Board, EBA, EIOPA, ESMA |
| Netherlands | Required | July 23, 2026 | AFM, DNB, EBA, EIOPA, ESMA, Ministry of Justice and Security, NBA |
| New Zealand | Required | November 7, 2024 | RBNZ, FMA, NZICA, New Zealand Companies Office, FSPR |
| Nigeria | Not required | — | Not in the programme. ARCON pre-approval applies to every ad directed at Nigeria |
| Norway | Required | July 23, 2026 | FSAN, EBA, EIOPA, ESMA |
| Poland | Required | September 15, 2026 | EBA, EIOPA, ESMA, NBP, PANA, PIBR, KNF, KIDP |
| Portugal | Required | January 24, 2023 | IAPMEI, Autoridade de Segurança Alimentar e Económica, ASF, Banco de Portugal, Comissão do Mercado de Valores Mobiliários, Entidade Reguladora para a Comunicação Social, Ordem dos Advogados, Ordem dos Contabilistas Certificados, Ordem dos Solicitadores e Agentes de Execução, Serviço de Regulação e Inspeção de Jogos, EBA, ESMA, EIOPA |
| Romania | Required | September 15, 2026 | ASPAAS, CECCAR, CCF, EBA, EIOPA, ESMA, ASF, Ministry of Finance, ANCP, BNR, UNPIR |
| Singapore | Required | August 30, 2022 | MAS, Ministry of Law’s List of Licensed Moneylenders, Ministry of Law’s List of Registered Dealers, GIA, Accounting and Corporate Regulatory Authority |
| Slovakia | Required | September 15, 2026 | UDVA, EBA, EIOPA, ESMA, MSSR, NBS, SCTA |
| Slovenia | Required | September 15, 2026 | ANR, BSI, EBA, EIOPA, ESMA, AZN, MGTS, ATVP |
| South Africa | Not required | — | Not in the programme. FSCA conduct rules and the NCA govern the ad itself |
| South Korea | Required | November 7, 2024 | FSC, FSS, Financial Industry Association, KVCA, MOLIT, KACPTA, Korea Customs Service |
| Spain | Required | January 24, 2023 | CNMV, Banco de España, DGSFP, Instituto de Contabilidad y Auditoría de Cuentas, EBA, ESMA, EIOPA |
| Sweden | Required | July 23, 2026 | EBA, EIOPA, ESMA, FI, SIA |
| Taiwan | Required | August 30, 2022 | Financial Supervisory Commission, Ministry of Finance, PIBA, CIAA, IBAT |
| Thailand | Required | November 7, 2024 | BOT, SEC, OIC, Federation of Accounting Professions of Thailand, Ministry of Finance, DBD |
| Türkiye | Required | November 1, 2023 | BRSA, CBRT, CMB, Insurance and Private Pension Regulatory and Supervisory Authority, Turkish Union of Chambers and Exchange Commodities, Revenue Administration, Ministry of Finance, MERSIS, USOM, SBD |
| United Kingdom | Required | September 6, 2021 | FCA (Financial Services Register) |
| United States | Not required | — | Not in the programme. Advertiser verification and the financial products policy still apply |
SOURCE · Google Advertising Policies Help, Relevant regulators and enforcement dates (table parsed from the raw page: 42 markets)
support.google.com/adspolicy/answer/12390454 — checked 1 October 2026.
For the UK specifically, Google sets out four verification routes: FCA-authorized firms, approved third parties, exempt non-financial services advertisers and exempt government entities. Our guide to Google Ads financial services verification covers how each works. Keeping an account verified and compliant is the core of our fintech PPC agency work.
Google Ads policy update log for financial services
Newest first. Each entry is dated to Google’s own announcement or table.
September 28, 2026: CFD and forex rules added for Chile and Denmark
Google said it would add country-specifics to its complex speculative financial products policy for Chile, where the provider of these products must be registered with and authorised by the Financial Market Commission (CMF) or the Central Bank of Chile depending on the products offered, and Denmark, where it must be authorised by Finanstilsynet. Advertisers must also be certified with Google. Neither country appears on the policy page itself yet. Nothing here changes for the six markets we cover.
SOURCE · Google Advertising Policies Help, Updates to Financial products and services policy (October 2026), posted September 28, 2026
support.google.com/adspolicy/answer/18546412 — checked 1 October 2026.
September 22, 2026: Google adds a South African advertising code
Google updated the published list of self-regulatory advertising codes it expects advertisers to follow, adding codes in Argentina, Australia, Chile, Colombia, Paraguay and South Africa. For South Africa the list now names the Advertising Regulatory Board Codes of Advertising Practice. The UK Code of Non-broadcast Advertising was already on that list, and no Kenyan, Nigerian or Ghanaian code is on it. This is the first time a Google policy page has pointed at a South African advertising code, and it sits on top of the National Credit Act and FAIS requirements rather than instead of them.
SOURCE · Google Advertising Policies Help, Update to Legal Requirements Policy (September 2026), posted September 22, 2026
support.google.com/adspolicy/answer/17597473, and List of advertising codes
support.google.com/adspolicy/answer/11108174 — both checked 1 October 2026.
September 15, 2026: 13 more EEA markets begin enforcement
Bulgaria, Croatia, Cyprus, Czechia, Estonia, Greece, Latvia, Lithuania, Malta, Poland, Romania, Slovakia and Slovenia. With this tranche, all 24 markets announced in June 2026 are now enforcing. For a US or UK advertiser, this is expansion risk: an in-scope campaign targeting any of these markets needs verification for each one.
August 2026: crypto exchange and wallet ads opened in Iceland, Liechtenstein and Norway
Google said it would allow ads for cryptocurrency exchanges, software wallets and hardware wallets in these three markets for advertisers licensed as a Crypto-Asset Service Provider under MiCA and certified by Google.
SOURCE · Google Advertising Policies Help, Update to Cryptocurrencies and related products policy (August 2026)
support.google.com/adspolicy/answer/17264747 — checked 1 October 2026.
July 23, 2026: the first 11 EEA markets begin enforcement
Austria, Belgium, Denmark, Finland, Hungary, Iceland, Liechtenstein, Luxembourg, Netherlands, Norway and Sweden.
June 23, 2026: Google announces verification for 24 EEA markets
Google announced new financial services verification requirements for 24 European Economic Area markets, with rolling enforcement from July 23, 2026. Advertisers verify first through Google’s external compliance partner, G2, then apply to Google using the code G2 issues. The announcement lists the markets but not the per-country dates, which appear only in Google’s country table.
SOURCE · Google Advertising Policies Help, Introducing New Verification Requirements for Certain Financial Services Advertisers (June 2026), posted June 23, 2026
support.google.com/adspolicy/answer/17127726 — checked 1 October 2026.
April 14, 2026: Malaysia begins enforcement
In-scope advertisers that had not completed verification by April 14, 2026 can no longer show financial services ads targeting Malaysia.
SOURCE · Google Advertising Policies Help, Introducing New Verification Requirements for Certain Financial Services Advertisers (April 2026)
support.google.com/adspolicy/answer/16888296 — checked 1 October 2026.
February 2026: crypto exchanges and software wallets allowed in Indonesia
Google said advertisers offering cryptocurrency exchanges and software wallets targeting Indonesia may advertise if they hold the appropriate license from the Indonesia Financial Services Authority (OJK) and are certified by Google.
SOURCE · Google Advertising Policies Help, Updates to Financial products and services policy (February 2026)
support.google.com/adspolicy/answer/16885619 — checked 1 October 2026.
Undated: UK email-domain contact requirement
Google’s UK verification page says that “beginning September 26,” a contact with the same email domain as the FCA-registered firm must be included in the Google Ads account before applying. The page does not state the year. We record it here as undated rather than guess.
A note beneath it says that a Google Ads contact added from a public email domain, such as gmail.com, yahoo.com or outlook.com, must be an identical match with the email provided in the FCA registration. Email-level access is enough, and the contact has to accept the invitation.
Recorded 1 October 2026: Google has restructured this page. It is no longer UK-specific. It is now a single Financial Services Verification page with a location dropdown, and the plain URL serves Australia, so the UK content has to be requested for the United Kingdom. The global section now lists five advertiser categories rather than four, and names the third-party verification vendor G2RS rather than G2. The four UK verification routes themselves are unchanged.
SOURCE · Google Advertising Policies Help, Financial Services Verification, United Kingdom location view
support.google.com/adspolicy/answer/15332527 (United Kingdom) — checked 1 October 2026.
Earlier enforcement dates, from Google’s country table
- November 7, 2024: Ireland, New Zealand, South Korea, Thailand
- November 1, 2023: Italy, Türkiye
- January 24, 2023: Brazil, France, Germany, India, Indonesia, Portugal, Spain
- August 30, 2022: Australia, Singapore, Taiwan
- September 6, 2021: United Kingdom
Markets outside Google’s verification programme
Being outside the programme does not mean unregulated. It means the platform is not the one checking, so the local rules on what an ad must say apply with no platform gate in front of them. For who has to approve an ad in these markets instead, and which Google certifications they are open to, see our fintech ad approval map.
- United States: advertiser verification and Google’s financial products and services policy still apply, and credit ads are governed by rules such as Regulation Z. See our guide to financial services advertising regulations for paid search.
- Nigeria: the ARCON Act 2022 makes it an offence to place an advertisement in any medium directed at the Nigerian market without prior approval of the Advertising Standards Panel, including for foreign advertisers.
- Kenya, South Africa and Ghana: no general pre-approval of ads, but each has content rules for financial promotions. The row-by-row detail, with sources, is in our fintech ad compliance checklist.
SOURCE · Advertising Regulatory Council of Nigeria Act 2022, s.54
placng.org/i/wp-content/uploads/2022/10/Advertising-Regulato — checked 1 October 2026.
Running financial services campaigns across several of these markets? The Acquisition Audit checks which verifications your account needs, market by market, alongside the ads and pages themselves. $2,500, two weeks, credited to your first month if you continue.
FAQ: Google Ads policy news for financial services
Which countries require Google Ads financial services verification?
As of October 1, 2026, 42 markets: the UK and Ireland; 29 other European markets, including the 24 EEA markets added in 2026; and Australia, Brazil, India, Indonesia, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand and Türkiye. The full list with dates is in the table above.
Does the United States require financial services verification on Google Ads?
No. The United States is not on Google’s country list for financial services verification as of October 1, 2026. Advertiser identity verification and the financial products and services policy still apply to US campaigns.
How often does Google update its financial services policies?
Several times a year. In 2026 alone, Google’s policy change log records financial services or crypto entries in February, April, June, July, August and September, and two EEA enforcement dates in July and September.
Can I cite this table?
Yes. Link to this page and include the date it was last checked, since the table changes. We re-check it on the first weekday of each month.
Google Ads policy news: what to do next
If you advertise financial services outside the US, compare your targeted locations against the table and confirm each one has a completed verification. If a market enforced after you last checked, the ads there will not show until verification is done.
Bookmark this page for the next round of Google Ads policy news. We will date the next change when it lands. We publish our own campaign numbers and a dated rankings log on our results page.
