Google Ads Financial Products Policy Update

Google Ads To Update Financial Product & Services Policy This August

This August, search giant Google is updating its policy concerning financial products and services. This will bring in fresh verification requirements for financial services advertisers who target the UK. The policy update is expected to be published on August 30, with enforcement kicking in a week later.

What this means is that if you are an advertiser who has not successfully completed the new verification process by the time enforcement begins, you will no longer be allowed to display any kind of financial services ads in the UK, including to UK users who seem to be looking for these types of services.

The verification process shows Google an advertiser is authorised  by the UK’s Financial Conduct Authority (UKFCA) – or is legitimately exempt. You can learn more here. You should be aware that this requirement covers those financial services which are regulated by the UKFCA, as well as those which are not.

You can either initiate the verification yourself, or Google may ask an advertiser to complete the process. But if you don’t complete the second stage of verification within the time allowed, your account will be paused. Learn more here.

Non-financial services which still need to comply with all other Google Ads policies

Ads which fall in the following categories are not treated as financial services under the terms of this Google Ads policy, but still need to comply with every other Google Ads policy:

  • Products coming within the scope of Google Ads’ debt services policy
  • Gambling and games-related services, which have a separate policy
  • Products coming within the scope of Google Ads’ policy on cryptocurrencies, credit repair and binary options
  • Products falling within the scope of our complex speculative financial products policy: including contracts for difference, rolling spot forex and financial spread betting.

Ads in the final category will be able to target UK users who are looking for financial services as long as they meet the requirements of the search engine’s complex speculative financial products policy and complete verification, if Google asks for this.

Violations of this policy will not mean your account will be suspended right away with no advance warning. You’ll receive a warning of any suspension at least a week before your account is suspended.

How we can help

At Front Page Advantage, we can help make sure your ads comply with this policy update should what you offer fall within the relevant categories. Talk to us and we can review the situation to see whether your ads come within the policy’s scope. If needed, we can help you complete the necessary verification or remove ads as required before September 6. Give us a call right now for an informal chat.