When you see an ad on Google, you should know who’s behind it. In both the United States and Canada, more than 97% of the ads people see on Google already come from identity-verified advertisers.
We’re building on this foundation by introducing Financial Services Verification in these North American markets, expanding a program that currently protects approximately 2 billion internet users across 42 countries from financial scams — the broadest program of its kind.
A proven, multi-layered approach to safety
When you’re opening a checking account or looking for a credit card, trust is essential. That’s why we’re introducing additional protections to ensure these ads come from authorized financial providers.
On top of identity verification, our longstanding first line of defense, Financial Services Verification adds a specialized check to validate an advertiser’s credentials. Under this policy, advertisers must demonstrate they are authorized by relevant regulators or recognized registries before running certain financial ads — helping prevent brand impersonation and stopping bad actors from reaching people. This builds on our work as the first major platform to require this type of verification, starting in the United Kingdom in 2021 and most recently expanding across the European Union.
Upfront advertiser verification works hand-in-hand with our safety systems. In 2025, Gemini helped our systems catch over 99% of policy-violating ads before they ever served, blocking bad ads in real time.
Cross-sector collaboration
Effective ad safety takes cross-industry coordination. Alongside our ongoing work with financial regulators, we’re working in the U.S. with the American Bankers Association to use their dedicated registry to verify authorized banks before ads can run. In Canada, we’re engaging closely with the Canadian Bankers Association as we prepare for our rollout.
Because regulations differ across borders, we’re adapting our approach for each country through a phased implementation, protecting consumers while ensuring legitimate institutions can reach the people they serve. This work complements broader efforts like the Global Signal Exchange, where we share information across tech, finance, and law enforcement to stop fraud.
What advertisers can expect
Ahead of our planned rollout in early 2027, we’ll provide country-specific information for advertisers, including accepted registries, required credentials and onboarding instructions. Once verification opens, advertisers will be notified if and when they need to complete the process, ensuring businesses have the guidance they need to comply before policy enforcement begins.
Strengthening protections against financial scams in the U.S. and Canada is another important step in our ongoing work to keep our advertising platforms safe, transparent, and dependable for everyone.
