Google to Expand Financial Ads Verification

On October 20, 2026, Google announced the expansion of Financial Services Verification to the United States and Canada. Keerat Sharma, VP & General Manager of Ads Privacy and Safety, said it would begin in early 2027, with a gradual rollout by country.

What’s changing for advertisers

To run certain financial ads, advertisers will have to provide proof of authorization from the relevant regulators or registration in recognized registries. This check will be added to the existing identity verification process. Google describes it as a measure to prevent impersonation of financial brands and ads from unauthorized advertisers.

In the United States, Google is working with the American Bankers Association and its registry of authorized banks. In Canada, it is collaborating with the Canadian Bankers Association. The process will be tailored to the rules of each market.

What the figures mean

Google reports three figures from its current systems and programs:

• In 2025, Gemini helped detect more than 99% of ads that violated its policies before they were shown.
• More than 97% of ads viewed in the United States and Canada came from advertisers with verified identities. These are internal figures for September 1, 2025, through August 31, 2026, and refer to identity verification.
• The existing financial verification program covers approximately 2 billion internet users in 42 countries.

These figures predate the announced expansion. Data published by Google.

Next steps

Google will publish the accepted registries, required credentials, and onboarding instructions for each country. It will also notify advertisers whether they need to complete the process and when to do so, before enforcing the policy. Preparing for the rollout.