Financial advertiser verification in Google Ads: what changes across the EU

From 23 July 2026 Google requires verification of financial-services advertisers across the EU and EEA, and the obligation also covers agencies running those campaigns. Verification is two-step: first with Google's partner G2, then in Google Ads using the code you receive. Advertisers get 30 days from notification to finish the process; after that, financial-services ads are paused. Below we break down who it covers, how to pass it step by step, and how to avoid a gap in your campaigns.

Verification adds a requirement to prove the advertiser is authorised to offer a given financial service — it does not remove the existing rules, it extends them. Google is bringing the program to every EU and EEA state, 24 new countries in total. Each country has its own regulator that grants financial authorisation — BaFin in Germany, AMF in France, KNF in Poland, and equivalents elsewhere. Rollout is phased, and every company receives an individual notification. The backdrop is the scale of abuse Google is curbing in financial ads.

The program now covers every EU member state and the EEA, with the rollout starting 23 July 2026. It joins 18 markets where verification already ran before. Financial-services ads will require prior verification regardless of campaign format. In total the geographic scope adds 24 EEA countries.

Authorisation verification is a separate step from the advertiser identity verification you may already know. Identity verification confirms who the advertiser is and already covers over 98% of ads in the EU. The new requirement additionally confirms the advertiser holds a licence or regulator authorisation for the specific service. Both mechanisms run in parallel and both are mandatory.

Verification covers advertisers promoting financial services and the entities running those campaigns on their behalf. The list of categories is broad and spans most financial-market products. The obligation applies to licensed firms and to the agencies managing the ad account alike. Below we split it into service categories and the agency's role.

Financial-services verification applies to promoting specific products, regardless of the advertiser's industry. What decides is the nature of the promoted service, not the company profile — if the ad leads to a financial offer, it is in scope. The scope is broad and spans most financial-market products. It mainly covers:

Yes — an agency running financial-services campaigns on a client's behalf must also pass verification. If the agency owns the account (holds the Google Ads ID), it starts the process but submits the licensed client's details, not its own. Unlicensed intermediaries cannot pass G2 verification alone — a licensed entity must sponsor them. Agree the split of roles before Google sends the notification — professional Google Ads campaign management helps here.

The process has two stages — three in practice if you count identity verification separately. First, Google's partner G2 verifies your authorisation. Then the advertiser files an application in Google Ads using the code received. Below we lay out each stage and the rough timing.

The first stage is verification with Google's partner — G2 (G2 Risk Solutions). The advertiser demonstrates it holds authorisation from the relevant national regulator, or qualifies for an exemption. After a positive result it receives a unique G2RS code. G2 usually returns a status within a few business days.

The second stage is filing the Google Ads application with the code received from G2. The advertiser must also have verified identity — if it completed that program earlier, it does not repeat the step. After a positive result a certificate for financial-services ads appears on the account. Verification itself does not exempt you from ad-content policies.

Two things decide the outcome: your status in the national regulator's registers and the exact consistency of your company data. G2 verifies authorisation directly against official registers. The data in the application must match the register down to the character. Below: what exactly is checked and why applications get rejected.

G2 checks whether the advertiser holds regulator authorisation for the specific financial service. Verification relies on official registers, so the data must be current and consistent. Checks cover, among others, the name, address, registration number and scope of authorisation. Any mismatch with the register stops the process.

The most common cause of verification rejection is a mismatch between company data and the official register. Before you start, align the data in the application, on the Google account and in your national business register — consistency across these three sources is the most common condition for passing. Any discrepancy between these sources stops the application. Typical reasons for rejection:

To avoid downtime, start verification before Google sends the notification and gather a complete set of registry data. Preparation shortens the process and lowers the risk of rejection. The key decision is who initiates verification — the client or the agency. Below: a checklist and a note on exemptions.

Before you start verification, prepare a full set of information and agree the roles. An ad-account audit before verification helps catch discrepancies before you file. The more you settle before Google's notification, the shorter the process. The checklist:

Two types of entity are exempt from authorisation verification: non-financial advertisers with a valid reason and financial advertisers exempt from licensing. The first group includes, for example, search engines, e-commerce platforms and law firms. The second covers entities exempt from the licensing obligation by law. Even with an exemption, identity verification and full compliance with ad policies still apply.

Financial advertiser verification in Google Ads is a requirement with a hard deadline, not a recommendation. It covers financial firms and the agencies running their campaigns. The key is starting early and keeping your data consistent with the regulator's register. Below: the takeaways and a concrete next step.

The main findings come down to five points. They define the minimum to secure before the deadline. The rest depends on the service category and the advertiser's legal status:

The next step is to start verification before Google sends the notification. Initiating the process yourself secures campaign continuity and gives you time to fix data. Preparing documents, agreeing roles and filing applications can run in a single cycle. The earlier you move, the lower the risk of paused ads.