Expanding financial advertiser verification across Europe
Google Blog 2026-06-23 05:00:00
Context: Google is expanding its financial services advertiser verification program to every member state in the European Union and European Economic Area, aiming to stop scams before they start by ensuring only authorized businesses can run financial ads. This update builds on an existing program already active in 18 countries worldwide, including six EU member states and the United Kingdom. The verification process requires advertisers to prove they are authorized by national regulators.
Key Facts
- Google's financial services advertiser verification program is being expanded to cover every member state in the European Union and European Economic Area, adding 24 new countries to the existing program.
- The verification process involves checking advertisers' credentials against official registries to ensure they are authorized by national regulators to run financial ads.
- Advertisers have 30 days to complete the verification process, after which their financial ads will be restricted if verification is not complete, helping to prevent scams and increase trust in online ads.
- The program has already helped block or remove 327.8 million unauthorized financial services ads globally and 1.6 billion ads in the EU last year, showcasing its effectiveness in protecting people online.
- The verification approach is paired with defenses built with Gemini, which helps spot and block harmful ads before they are seen, adding an additional layer of protection for users searching for financial services online.