Google requires every advertiser that shows financial services ads in the United Kingdom to be verified first. The rule covers ads of any kind, in every format and asset, and also ads shown to UK users who appear to be looking for financial services. Advertisers must show that they are authorised by the Financial Conduct Authority (FCA) or that they qualify for one of Google's exemptions. The requirement applies whether or not the service being advertised is itself regulated by the FCA.
The policy followed a letter from Google to the FCA in February 2021 setting out how it would act against scam financial services ads. Google began enforcing UK verification on 6 September 2021, and the UK was the first country where it did so. The same model now applies in more than 25 other countries, including Australia, Singapore, most of the European Economic Area and, from 23 July 2026, a further group of EU and EEA states including the Netherlands, Sweden and Luxembourg.
Verification sits alongside Google's separate advertiser verification programme, which checks the identity of the business and the person running the account. A UK financial services advertiser usually completes both. This guide sets out who needs to verify, the information Google asks for, the steps, the exemptions, the product categories that follow their own rules, and how to keep verification in place. It replaces the firm's 2021 guidance written ahead of the original deadline.
Google sorts UK advertisers into four types. Each has its own route.
| Advertiser type | Who it covers |
|---|---|
| FCA-authorised advertisers | Firms on the FCA Register with a firm reference number, including authorised firms, payment institutions, EMIs and registered cryptoasset firms, and exempt professional firms or recognised investment exchanges shown on the Register |
| Approved third parties | Businesses that promote financial services with the approval of an FCA-authorised firm, such as appointed representatives, introducers and affiliates |
| Exempt non-financial services advertisers | Businesses that do not promote financial services but have a strong reason to reach people searching for them, such as comparison publishers, search tools or e-commerce platforms |
| Exempt government entities | UK regulators with a .gov.uk domain, which are always exempt, and other public bodies, most of which Google verifies automatically |
A business that offers a regulated financial service without FCA authorisation cannot verify, and so cannot advertise it on Google in the UK. The firm's free FCA licence checker shows which permission a business model needs; for payment and e-money businesses, the routes are set out in the firm's guides to the UK payment institution licence and the UK EMI licence.
An FCA-authorised firm applies through Google's UK financial services verification form, linked from the UK verification help page. The form asks for:
The business details must exactly match the firm's entry on the FCA Register, including the name, reference number and contact details. The contact who applies must use an email address on the same domain as the FCA-registered firm, or one that matches the Register entry exactly where the firm uses a public email service. Most delays come from mismatches, so the efficient first step is to update the Register entry, through the FCA's Connect system, before applying.
Once the application is approved, Google applies a certificate to the Google Ads account and notifies the advertiser.
Google may also ask the advertiser to complete its advertiser verification programme, if the account has not already done so. Google sends an email and an in-account notification with instructions, and the advertiser must start the process within the time stated in the notice; if it does not, Google pauses the account's ads until verification is complete.
When both steps are complete, the advertiser can show financial services ads to UK users, subject to Google's other policies.
A business that promotes financial services with the approval of an authorised firm does not apply on its own. The authorised firm starts the process by submitting the third party's domains or websites through the same UK form, after which Google may ask the third party to complete advertiser verification.
This route links Google verification to FCA financial promotion rules. Under section 21 of the Financial Services and Markets Act 2000, a financial promotion made in the course of business must be made or approved by an authorised person. Since 7 February 2024, an authorised firm that approves promotions for unauthorised businesses needs the FCA's specific permission to do so, unless an exemption applies, such as approving promotions for its own appointed representatives or group companies. A firm vouching for introducers or affiliates with Google should confirm it holds that permission. The firm's guide on applying for FCA authorisation covers how permissions are scoped.
Businesses that do not promote financial services but need to reach people searching for them can apply for an exemption through the UK form. Typical examples are publishers, search and comparison tools, and platforms whose products are bought with or alongside financial services.
Google may also require advertiser verification. If the business later promotes financial services under the exemption, Google revokes it and may suspend the account.
Some financial products carry additional Google requirements on top of, or instead of, UK financial services verification. The current UK positions are:
| Product | UK position under Google policy |
|---|---|
| Cryptoasset exchanges and wallets | Allowed if the advertiser is registered with the FCA and certified by Google; other local legal requirements apply |
| CFDs, rolling spot forex and financial spread betting | Allowed if the provider is licensed by the FCA, meets leverage caps and risk warnings, and is certified by Google; applications are made in the Google Ads account from June 2026 |
| Debt services | Allowed with limitations; Google certification required, applied for through financial services verification |
| Binary options | Not allowed |
| Gambling | Covered by Google's gambling and games policy, with its own certification |
Cryptoasset firms should also note the FCA position. Cryptoasset promotions to UK consumers have been subject to the financial promotions regime since 8 October 2023, and the FCA's new authorisation regime for cryptoasset activities opened its application window on 30 September 2026, ahead of commencement on 25 October 2027. The firm's guide to FCA cryptoasset authorisation under the new regime explains what changes for existing registered firms.
Verification lets an advertiser run ads; it does not approve their content. Google's financial products and services policy requires ads and landing pages to disclose:
Ads for personal loans must also meet Google's consumer credit rules, including a minimum repayment period of 61 days, disclosure of the minimum and maximum repayment periods, the maximum annual percentage rate and a representative example of the total cost. In the UK, the content of every promotion must in addition meet the FCA's financial promotion rules and, for retail products, the consumer understanding outcome of the Consumer Duty.
Verification is not permanent. Google requires it to be renewed periodically and notifies the advertiser when renewal is due. It may also ask for re-verification after significant account changes, such as a change of payment profile.
Firms advertising in several countries need to verify separately for each location they target, because the requirements and the regulators recognised differ. A firm verified in the UK is not verified for Ireland or the Netherlands until it applies there.
For a firm that is newly authorised, verification is usually the last step before paid acquisition starts, so it belongs in the launch plan. Google does not publish a processing time for UK applications; firms should apply as soon as the FCA Register entry is live and accurate, and have the documents for advertiser verification ready in advance.
A firm that is still applying for authorisation cannot verify, so it cannot run financial services ads on Google in the UK until the FCA grants the permission. Planning marketing around the authorisation date, rather than ahead of it, avoids wasted spend. The firm's regulatory compliance service supports financial promotion review and Google verification alongside the authorisation itself.
Yes, unless you qualify for an exemption. Google requires UK financial services advertisers to show FCA authorisation and complete verification before their ads can run.
The Google Ads customer ID, the authorised representative's name, business details, website domains, the FCA firm reference number and a warranty on financial promotion compliance. Details must match the FCA Register exactly.
Only through an FCA-authorised firm that approves its financial promotions. The authorised firm, already verified itself, submits the third party's domains to Google.
Yes. They appear on the FCA Register with a firm reference number and can apply as FCA-authorised advertisers.
Cryptoasset exchanges and wallets can advertise if they are registered with the FCA and certified by Google, and their promotions must meet the FCA financial promotion rules.
It must be renewed periodically; Google notifies the advertiser when renewal is due and may ask for re-verification after significant account changes.
On 6 September 2021. The UK was the first country where Google required financial services verification.
Buckingham Capital Consulting has obtained FCA authorisations for payment and e-money firms including Nexpay, Orbital, Oval and Hryze since 2013, and Onpoint Money's FCA small payment institution registration. It advises newly authorised firms on financial promotions and Google financial services verification so that marketing can start as soon as the permission is granted.
Speak to an expert: WhatsApp +44 7563 115980, Telegram @buckinghamcapital or info@buckinghamcapitalconsulting.co.uk.
This article is general information, reviewed against the regulator’s published requirements on the date shown. It is not legal advice; the regulator’s current publications take precedence.