Google says it will bring its Financial Services Verification program to the United States and Canada in early 2027. Under the program, advertisers have to show they are authorized by a relevant regulator or a recognized registry before they can run certain financial ads on Google. The company announced the plan on October 20, 2026.
What the program does
Google already asks advertisers to verify their identity, and it says more than 97% of the ads people see on Google in the two countries already come from identity verified advertisers. Financial Services Verification adds a second, specialized check on top: proof that the advertiser holds the credentials to offer the financial products it is promoting.
The goal, according to Google, is to stop bad actors from impersonating banks and other trusted brands in ads for products such as checking accounts or credit cards. Google’s policy help page says verification is handled separately for each location and, where it is required, applies to all ad formats and assets.
Where it already applies
The program started in the United Kingdom in 2021 and has since expanded across the European Union. PYMNTS reported that the European expansion covers 24 countries. Google says the program now protects approximately 2 billion internet users across 42 countries, and calls it the broadest program of its kind.
Google also points to its automated screening. In 2025, the company says, Gemini helped its systems catch over 99% of policy violating ads before they were ever shown.
Banks and regulators involved
In the U.S., Google is working with the American Bankers Association and will use the association’s registry to confirm that banks are authorized before their ads run. In Canada, it is working closely with the Canadian Bankers Association ahead of the launch. Google says it is also continuing to work with financial regulators.
Because rules differ from country to country, the rollout will be phased and adapted to each market. “Because regulations differ across borders, we’re adapting our approach for each country,” wrote Keerat Sharma, Google’s VP and general manager of Ads Privacy and Safety.
What it means for you
For people searching for banking, lending or investment products in these two markets, the change is meant to ensure that financial ads come from providers a regulator or registry recognizes. It does not replace your own checks: Google’s measures target ads, so it is still worth confirming a provider through its official website before sharing personal or payment details.
For financial businesses that advertise on Google, nothing changes yet. Before the early 2027 launch, Google says it will publish country specific details, including accepted registries, required credentials and onboarding instructions. Once verification opens, advertisers will be told if and when they need to complete it, so they have guidance before enforcement begins.
Google also says the work complements the Global Signal Exchange, a group where tech, finance and law enforcement share information to stop fraud.
