Google will introduce stricter verification requirements for financial services advertisements in the United States and Canada in early 2027, aiming to curb scams and prevent unauthorised providers from targeting consumers through its advertising platforms.
Announcing the expansion on October 20, Google said its Financial Services Verification programme would require advertisers promoting certain financial products to prove they are authorised by relevant regulators or recognised registries before their advertisements can run.
The programme currently operates in 42 countries, covering approximately two billion internet users. Google said more than 97% of advertisements displayed on its platforms in the US and Canada already come from identity-verified advertisers. The new measures will add another layer of scrutiny by checking whether financial advertisers have the necessary credentials.
According to Keerat Sharma, Google’s Vice President and General Manager of Ads Privacy and Safety, the initiative is intended to strengthen consumer protection and prevent fraudulent operators from impersonating legitimate financial institutions.
The company introduced similar safeguards in the United Kingdom in 2021 and subsequently expanded the programme across the European Union.
Google said the verification process will complement its existing advertising safety systems. In 2025, its systems, supported by Gemini, identified more than 99% of policy-violating advertisements before they were displayed, according to the company’s advertising safety report.
The rollout will also involve cooperation with financial industry bodies. In the US, Google is working with the American Bankers Association to use its dedicated registry to verify authorised banks. In Canada, discussions are underway with the Canadian Bankers Association ahead of implementation.
Google said it would issue country-specific guidance before the launch, outlining accepted registries, documentation requirements and enrolment procedures. Advertisers will be notified if they need to complete verification before enforcement begins.
The expansion is part of Google’s broader efforts to improve advertising transparency and strengthen cooperation between technology companies, financial institutions and law enforcement agencies to combat fraud.
