Google updates UK Financial Services Verification Policy

As of February 2024, Google will implement changes to its UK Financial Services Verification (FSV) policy, the company yesterday announced. These changes are designed to provide greater security and transparency for advertisers who are using Google Ads to promote financial services products.

Currently, FCA-registered firms can use public domain emails, such as yahoo.com, outlook.com, and gmail.com, to verify their FSV status. However, beginning in February 2024, these firms will be required to add a new User as a Google Ads contact that is an identical match to the FCA registered email address. This will help to ensure that only authorized individuals are able to verify their FSV status.

Governmental entities that wish to apply for an exempt certificate will also be required to make some changes. Beginning in February 2024, they will be required to add a contact as a User to their Google Ads account who uses a gov.uk email domain. This will help to verify that the entity is affiliated with the government.

Marketers who are using Google Ads to promote financial services products should review the updated FSV policy and make sure that they are compliant with the new requirements. If they are using public domain emails, they will need to add a new User as a Google Ads contact that is an identical match to the FCA registered email address. If they are a governmental entity, they will need to add a contact to their Google Ads account who uses a gov.uk email domain.

Google will be providing additional information and support to help marketers comply with the new FSV requirements. They will also be conducting audits of Google Ads accounts to ensure that marketers are in compliance.