To help stop scams before they start, we’re rolling out our financial services verification program to every member state in the European Union and European Economic Area.
General summary
We are expanding our financial services advertiser verification program to every country in the European Union and the European Economic Area. This update ensures that only businesses authorized by national regulators can run financial ads, helping you avoid scams and find trustworthy services. If you run financial ads, you must complete the verification process within 30 days of notification to avoid restrictions on your campaigns.
Summaries were generated by Google AI. Generative AI is experimental.
Bullet points
- "Expanding financial advertiser verification across Europe" explains how we're making online ads safer.
- We’re expanding our financial advertiser verification program to every European Union country.
- Advertisers must prove they’re authorized by national regulators to run financial ads.
- We’ll check credentials against official registries to stop scams before they start.
- Businesses have 30 days to get verified or their financial ads will be restricted.
Summaries were generated by Google AI. Generative AI is experimental.
Basic explainer
Google is making sure financial ads in Europe are legit by forcing companies to prove who they are. They check these businesses against official government records to stop scams. AI helps spot and block harmful ads before anyone even sees them. This keeps people safer when they look for things like banks or loans online.
Summaries were generated by Google AI. Generative AI is experimental.
Explore other styles:
Your browser does not support the audio element.
Listen to article
This content is generated by Google AI. Generative AI is experimental
[[duration]] minutes
Whether you’re looking for a new bank, a loan or insurance advice, you should be able to trust the ads you see. And knowing the business behind an ad is legitimate helps build that trust.
Today, we’re announcing the expansion of our financial services advertiser verification program to cover every member state in the European Union (EU) and European Economic Area (EEA). This rollout to 24 additional countries builds on our existing program, which is already active in 18 countries around the world, including in six EU member states and the United Kingdom.
Stopping scams before they start
This additional verification builds on our existing advertiser identity verification program, which already covers more than 98% of ads seen across the EU. Paired with defenses built with Gemini, verifying an advertiser’s identity helps stop harmful ads before people see them. Last year, our systems blocked or removed more than 1.6 billion ads in the EU.
The new requirement for financial advertisers adds a layer of protection to ensure that these advertisers are authorized by their national regulators. Globally, this framework has already helped us block or remove 327.8 million unauthorized financial services ads. Bringing the verification approach to more European countries helps protect people online, while increasing people’s trust in ads and the businesses behind them.
How businesses get verified
To run financial ads, advertisers will need to complete our financial services verification process. We verify these credentials by checking them directly against the relevant official registry across the EU and EEA.
These new requirements will be introduced in phases and businesses will have 30 days to complete the process. If an advertiser isn't verified within 30 days, we'll restrict their financial services ads until verification is complete.
Protecting people online is a shared, ongoing effort across industries. By bringing these verification requirements to more countries, we're helping Europeans find financial services they can trust.