I’m excited to share that Google is expanding its financial services ad verification across 24 European countries. As of this summer, financial advertisers in these markets will face new compliance checks to continue running ads in the European Economic Area (EEA).
Here’s the scoop: Starting July 23rd, Google’s new requirements for financial services advertisers apply to 24 EEA countries, including Austria, Belgium, and Sweden, among others.
As advertisers in designated financial categories, we must undergo verification when prompted by Google. This initiative targets financial fraud and aims to ensure ads are from genuine and regulated providers.
Why it matters: If I don’t complete this verification process, my ads may no longer run in these markets. This policy impacts not just banks and insurers but also the agencies that manage their campaigns.
The big picture: This is part of Google’s efforts to improve transparency and protect consumers. If notified, I’ll receive alerts on the Google platform indicating that ad performance could be impacted unless verification is completed.
Failing to comply means I might lose the ability to serve financial services ads in these countries. It’s crucial for continued campaign success.
How does verification work? I need to complete two steps: First, I’ll verify through G2, a third-party compliance partner. Next, I’ll submit Google’s financial verification application using a code from G2.
During this process, I’ll provide details about the services offered, regulatory status, and necessary evidence of authorization or exemption from a relevant financial regulator.
Agencies, beware: These requirements also apply to agencies like mine managing campaigns for financial services clients. We’ll need to pass compliance checks before continuing operations.
A key point to note: Third-party advertisers don’t have the same freedom. If I promote services approved by a verified institution but lack direct authorization, I must rely on them to submit verification requests on my behalf.
Depending on the financial services being promoted, such as banking or credit products, I might need to undergo this verification. Google can update its list at any time, so staying informed is crucial.
Stay vigilant: As a financial brand targeting European customers, I must ensure compliance now to avoid disruptions later. This could affect agencies handling multiple clients due to administrative demands.
Dig deeper: For more details on the new requirements, I can visit Google’s support page.
Inspired by this post on Search Engine Land.
Leave a Reply