Financial products and services

Google is committed to helping users make informed financial decisions. Google Ads policies are designed to provide users with the information they need to weigh the costs of financial products and services and to protect them from harmful or deceptive practices.

Under this policy, financial products and services are defined as products and services related to the management or investment of money and cryptocurrencies , including personalized advice.

When promoting financial products and services, you must comply with state and local regulations for any location that your ads target — for example, include specific disclosures required by local law. Advertisers are expected to do their own research on the local regulations for any location their ads target.

This policy is updated with additional product-specific guidelines on an ongoing basis. Learn more about What happens if you violate our policies .

In this article

• Financial products and services disclosures
• Personal loans
• High APR personal loans
• Loan modification
• Credit repair services
• Debt services
• Binary options
• Complex speculative financial products
• Cryptocurrencies and related products
• Prediction Markets and related products
• Location-specific financial services verification

Learn more about the “ Eligible (Limited) ” status.

Financial products and services disclosures

Financial products and services can be very complex and are sometimes difficult to understand. Disclosures increase transparency and provide consumers with valuable information to make informed decisions. Disclosures can’t be posted as roll-over text or made available through another link or tab. They must be clearly and immediately visible without needing to click or hover over anything.

If you’re promoting financial products or services, you’re required to provide:

• The physical address for the business offering the financial product or service
• All associated fees
• Links to third-party accreditation or endorsement where affiliation is asserted or implied, like proof of any government affiliation or third-party ratings, particularly when it serves to improve the reputation of the site

Learn more about the Financial products and services disclosures policy.

Personal loans

Learn more about the Personal loans policy.

High APR personal loans (US specific)

If your targeted location includes the United States (US), your ads must also be compliant with the High APR personal loans policy.

Google wants to protect users from deceptive or harmful financial products, such as ultra high-cost personal loans.

Google doesn’t allow ads for personal loans with an APR of 36% and above in the US. This policy applies to advertisers who make loans directly, lead generators, and those who connect consumers with third-party lenders.

Learn more about the High APR Personal loans policy.

Loan modification

To protect our users from deceptive and harmful practices in ads for mortgage-related or foreclosure-related sites and apps, we also restrict certain products and services related to loan modification where the following scenarios would lead to disapproval for Loan modification:

Guaranteeing loan modification or foreclosure prevention

Charging an upfront fee, unless service is being provided by a law firm

Asking users to transfer or surrender property titles, or offering to buy a house at a below-market price

Asking users to bypass the lender and make payments directly to the company or other third party

Encouraging users not to contact their lender, lawyer, credit counselor, or housing counselor

Credit repair services

Google wants consumers to make informed decisions about the services offered to help them address bad credit. This policy applies to advertisers who offer credit repair services directly, lead generators, and those who connect consumers with third-party credit repair services.

Ads for credit repair services are not allowed.

Learn more about the Credit repair services policy.

Debt services

Google wants consumers to make informed decisions about the services offered to help them address overwhelming debt. This policy applies to advertisers who offer debt services directly, lead generators, and those who connect consumers with third-party debt services.

To protect users from deceptive and harmful practices, Google only allows advertisements for the following debt services in select locations, and only if they meet the following criteria:

• The services and ads comply with local laws and industry standards.
• The location is eligible for targeting for these types of ads.
• The account has completed the application to advertise Debt services.

Ads for debt settlement services that offer to negotiate with creditors a reduced, lump-sum payment that will be regarded as payment in full

Ads for debt management services that offer to negotiate with creditors reduced periodic payments, interest rates, or fees

Learn more about the Debt services policy.

Binary options

Google wants to protect users from the significant risk of financial loss involved in trading binary options.

Ads for binary options or equivalent financial products are not allowed.

Binary Options brokers: Sites that offer binary options and signals or software for binary options with no other financial products are not allowed.

Binary Options informational or educational sites and blogs: Educational sites or blogs on binary options and equivalent products are not allowed.

Learn more about the Binary options policy.

Advertisers wishing to advertise Prediction Markets should refer to the Prediction Markets Policy.

Complex speculative financial products

Due to the inherent complexities and risks involved in trading the following types of complex speculative financial products, to protect users, Google only allow advertisements for these products in select locations and only if they meet all of the following criteria:

• The advertiser is a licensed provider or aggregator
• The products and ads comply with local laws and industry standards
• The targeted location is eligible for advertising under this policy and
• The account has received approval from Google Ads to run ads about these products

Products or services allowed under Complex speculative financial products policy

Contracts for Difference (CFD), financial spread betting, rolling spot forex (often referred to as "Forex" or "FX"), and related forms of speculative products

The following would lead to disapproval for Complex speculative financial products:

Ad destinations that provide signals for the trading of complex speculative financial products

Learn more about the Complex speculative financial products policy.

Cryptocurrencies and related products

Due to the complex and evolving nature of regulations related to cryptocurrencies and related products and services , Google Ads allows certain categories of cryptocurrency-related products and services to be advertised with and without certification by Google in limited circumstances.

When promoting cryptocurrencies and related products, you must comply with state and local regulations for any region or country that your ads target. Refer to the non-exhaustive list of location-specific requirements for more information but note that advertisers are expected to do their own research on the local regulations for any location their ads target.

Prediction Markets and related products

Due to the inherent complexities, speculative nature, and unique regulatory classification as federally regulated financial derivatives involved in trading Prediction Market contracts and related products, Google Ads allows only certain categories of Exchange-Listed Event Contracts to be advertised with certification. Advertisers wishing to advertise Prediction Markets should refer to the Prediction Markets Policy.

To run ads for Prediction Markets, advertisers must comply with the criteria and requirements detailed in the Prediction Markets policy.

Learn more about the Prediction Markets policy.

Location specific financial services verification

You’re required to complete a verification process to advertise financial services in some locations. This verification usually involves providing information about the type of services you provide, the licenses you hold to provide those services, your registration numbers, and any other relevant information about your business.

Learn more about  location specific financial services verification .