MOUNTAIN VIEW, Calif.– Google said it will introduce new verification requirements for financial services advertisers in the United States and Canada in early 2027, seeking to prevent scammers from impersonating legitimate institutions and stealing consumers’ money.
The Financial Services Verification program will require advertisers to demonstrate authorization from relevant regulators or recognized registries before running certain financial advertisements. The checks will supplement Google’s existing advertiser identity verification requirements, the company said.
Google said it is working with the American Bankers Association to use its registry to verify authorized banks. It also is consulting the Canadian Bankers Association ahead of implementation.
Phased Rollout
The company plans a phased rollout tailored to each country’s regulations. Before implementation, Google will publish details about accepted registries, required credentials and enrollment instructions. Advertisers will receive notification if they must complete verification, with guidance provided before enforcement begins.
The program already operates in 42 countries, covering approximately 2 billion internet users, according to Google. It began in the United Kingdom in 2021 and subsequently expanded across the European Union.
Google said more than 97% of advertisements viewed on its platforms in the United States and Canada already come from advertisers whose identities have been verified. The additional financial services checks are intended to establish whether advertisers are authorized to provide the services they promote,
