Financial Services Advertiser Verification Wizard
Google now requires financial-services advertisers targeting 24 EEA markets to verify with its partner G2 before their ads can keep serving. Answer three questions to find out if that’s you, and exactly what to do next.
How to use
Tick your categories
Select any financial-service categories your ads promote.
Tick your markets
Select which of the 24 in-scope EEA markets you target.
Get your verdict
See whether you need to verify, who applies, and the exact steps — based on Google's own policy.
This list is Google's June 2026 EEA expansion. The UK, Ireland, France, Germany, Spain and Italy had their own separate verification requirements earlier and aren't on this particular list.
Based on Google’s financial services advertiser verification policy, support.google.com/adspolicy/answer/17127726.
What we check
- Whether your ads promote any of the 7 financial-service categories Google’s policy covers — banking, credit cards, credit and loans, investment, brokerage/day trading, bonds/commodities/futures, or insurance.
- Whether you target any of the 24 EEA markets in Google’s June 2026 expansion (the UK, Ireland, France, Germany, Spain and Italy had earlier, separate verification requirements and are not on this list).
- Your relationship to the service — licensed first party, authorised advertiser, or unlicensed lead-gen/affiliate/comparison site — since the verification path differs for each.
- Your own enforcement date if Google has already notified you, with a live countdown (enforcement for this expansion began 23 July 2026, but applies per-advertiser from each one’s own notified date).
Related tools
- Policy Deadline Tracker — See this deadline alongside every other live Google/Microsoft/Meta/EU policy change
- FCA Financial Promotion Pre-Check — UK-specific financial-promotion wording checks, separate from EEA ad-account verification
- Ad-Spend VAT & Reverse-Charge Explainer — Understand the VAT treatment of the ad spend behind these financial-services campaigns
Last updated: 19 August 2026 · Built by the CWA Europe PPC team.
Frequently asked questions
What is Google's financial services advertiser verification?
A Google Ads policy requiring advertisers in financial-service categories — banking, credit cards, credit and loans, investment, brokerage and day trading, bonds/commodities/futures, and insurance — to verify their identity and licensing through Google's partner G2 before their ads can keep serving in specific markets.
Which markets does this cover?
This wizard covers Google's 2026 expansion to 24 EEA markets: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, Greece, Hungary, Iceland, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, the Netherlands, Norway, Poland, Romania, Slovakia, Slovenia and Sweden. The UK, Ireland, France, Germany, Spain and Italy have separate, earlier verification requirements not covered by this specific list.
What happens if I don't verify in time?
Google notifies in-scope advertisers with a specific enforcement date. If verification isn't completed before that date, in-scope financial-service ads stop being allowed to show in the targeted markets — check your Google Ads account for any notification and its date.
I'm an affiliate or lead-gen site — can I verify myself?
No. Only the licensed first party (the regulated financial services provider) can complete verification and then authorise other advertisers, such as affiliates, comparison sites or lead-gen partners, to advertise on their behalf.