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Google Ads Financial Services Verification Extended to 24 EEA Markets (June 2026)

Google Ads Policy Rolling out Announced Rollout: 23 July 2026 to end not stated Last verified

Quick answer

Google extended its Financial Services Verification requirements to advertisers targeting 24 more European Economic Area markets. Rolling enforcement began on 23 July 2026, and in-scope advertisers are notified in their account.

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What changed

  • Google extended Financial Services Verification to advertisers promoting financial services in 24 more European Economic Area markets.
  • Rolling enforcement began on 23 July 2026.
  • The markets are Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark and Estonia; Finland, Greece, Hungary and Iceland; Latvia, Liechtenstein, Lithuania, Luxembourg and Malta; the Netherlands, Norway and Poland; and Romania, Slovakia, Slovenia and Sweden.
  • Google notifies affected advertisers through in-account notifications about financial services verification.

Who is affected

  • Advertisers promoting financial services and targeting any of the named EEA locations, where their category is in scope for that location.

What to check this week

  • Check your Google Ads account notifications for a financial services verification message.
  • Read the verification requirements on the Google policy page before the enforcement date for your market. Recommended in the platform documentation: read the official page

Official sources

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Page history
  • Updated on 8 October 2026: Published automatically after verification against the official source.