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Google has introduced mandatory financial services verification requirements for advertisers targeting Malaysia, with enforcement beginning on April 14, 2026. This policy update affects businesses running ads in categories such as banking, investment, insurance, and credit across Google’s advertising network. For Malaysian businesses, understanding this verification framework is now a compliance obligation — not a recommendation. Advertisers who fail to complete verification before the deadline will be restricted from showing financial services ads to users in Malaysia.

The policy applies to all ad formats and ad assets, including Search, Display, and YouTube campaigns. Agencies and other third parties managing campaigns on behalf of financial services clients are equally subject to this requirement.

Why Google Is Introducing This Verification Requirement

This policy update is part of Google’s broader global effort to combat financial fraud and scam advertising. Malaysia has been specifically identified as a location requiring enhanced verification, in line with local regulatory frameworks administered by Bank Negara Malaysia (BNM), the Securities Commission Malaysia (SC), and the Labuan Financial Services Authority (LFSA).

Malaysia reported losses of RM 2.77 billion from financial scams in 2025 alone, underscoring the urgency of the regulatory response. By requiring advertisers to demonstrate authorisation from recognised financial services regulators before running ads, Google aims to ensure that only legitimate, licensed businesses can promote financial products to Malaysian consumers.

Google worked with external compliance partner G2 Risk Solutions to build a verification infrastructure that checks advertiser credentials against official Malaysian financial services registries.

Enforcement Date and Application Timeline

Google’s compliance partner, G2, began processing applications for financial services verification on March 10, 2026. The enforcement deadline is April 14, 2026. Advertisers who have not successfully completed verification by this date will be restricted from showing financial services ads in Malaysia, regardless of whether their existing campaigns are active.

Advertisers are encouraged to begin the process immediately. G2 applications require document review and matching against regulatory registries, and processing times can vary. Beginning verification early reduces the risk of campaign disruption as the deadline approaches.

Who Is Required to Complete Google’s Financial Services Verification?

Google uses a category-based framework to determine which advertisers must complete financial services verification. The scope is broad and covers most businesses that advertise or target users in Malaysia who appear to be seeking financial services. Google will notify affected advertisers via email and in-account notifications, but advertisers may also initiate verification proactively.

Financial Services Categories in Scope

The following categories are subject to mandatory verification requirements (non-exhaustive):

• Banking
• Credit cards
• Credit and loans
• Investment
• Brokerages and day trading
• Bonds, commodities, and futures trading
• Insurance

Categories of Advertisers and Their Verification Obligations

Google’s verification framework distinguishes between five types of advertisers, each with different verification obligations. Understanding which category your business falls into determines what you need to do and which forms to complete.

1. Authorized Advertisers

Authorized Advertisers are businesses directly licensed or authorised by a recognised Malaysian financial services regulatory body — such as BNM, SC, or LFSA — to provide financial services. These businesses must complete both the G2 verification process and Google’s Financial Services Verification form.

• Examples include banks, licensed investment firms, insurance providers, and credit institutions
• The business information provided during G2 verification must match records held in official Malaysian financial services registries
• Upon successful verification, a certificate is applied to your Google Ads account

2. Approved Third Party Advertisers

Approved Third Party advertisers are businesses that promote financial services with the approval of an Authorized Advertiser but are not themselves directly licensed by a regulator. This category includes brokers, resellers, and affiliates.

• Third parties do not initiate their own G2 application
• Instead, the Authorized Advertiser that approves their promotions must submit Google’s financial services verification form on their behalf
• The Authorized Advertiser must provide a list of the third party’s domains, websites, and Google Ads account IDs
• Any time a third party is added or removed, the Authorized Advertiser must resubmit the form

3. Non-Financial Services Advertisers

Some advertisers do not provide financial services as their primary business but have a legitimate reason to target users seeking financial products — for example, automotive advertisers promoting car financing or travel agents offering travel insurance. These advertisers can apply through G2 and must explain their rationale for targeting financial services audiences.

• Applicants must demonstrate a legitimate business reason for targeting financial services keywords
• A warranty is required confirming they will not use this exemption to run financial services ads

4. Government Entities

Financial services regulators and government or intergovernmental entities are not required to obtain G2 verification. Those with a .gov or equivalent domain apply directly to Google using the Financial Services Verification form. Those without a corresponding government domain should contact their Google Account Manager directly.

5. Regulation-Exempt Financial Services Advertisers

Businesses that promote financial services but are not required to be licensed by Malaysian financial services regulators may apply through G2. If G2 determines that the exemption applies, the advertiser will receive a unique code to submit to Google.

The Two-Step Verification Process

Completing Google’s Financial Services Verification in Malaysia requires two distinct steps: verification through external compliance partner G2, followed by submission to Google. Both steps must be completed before April 14, 2026 for ads to continue serving.

Step 1: Apply Through G2 Risk Solutions

Access G2’s verification form at g2llc.com/financial-services. G2 is Google’s external compliance partner and will review the advertiser’s credentials against Malaysian regulatory registries.

• Provide details about the type of financial services your business offers
• Confirm whether your business is licensed to provide those services
• Submit your registration number and relevant business details
• Ensure that all business information exactly matches the details held in official Malaysian financial services registries
• Upon successful completion, G2 will issue a unique verification code

Step 2: Complete Google’s Advertiser Verification (if required)

After applying with G2, advertisers should receive a status update via email about Google’s advertiser verification programme. If you have already completed Google’s standard advertiser verification programme, you will not need to repeat this step.

Step 3: Submit Your G2 Code to Google

Using the unique code received from G2, submit Google’s Financial Services Verification form at the Google Ads Financial Services Verification contact page.

• Provide your Google Ads account Customer ID
• Confirm the name of the authorised representative submitting the application
• Include your business details: name, address, and email address
• List your business domains and websites used for advertising
• Upon successful verification, a certificate is applied to your Google Ads account and you will receive email confirmation from Google

Who Can Submit the Verification Application?

Applications must be submitted by an authorised representative. An authorised representative is defined as an admin of the Google Ads account or the payments profile paying for the ads. This includes advertising agencies, subsidiaries, and other entities managing the Google Ads account on behalf of a licensed client or parent company.

If your business has multiple accounts under a Manager Account (MCC), and you are already certified under this policy, you may apply for Manager Account Certification to extend your verification to additional managed accounts without repeating the full process for each one.

Consequences of Non-Compliance

Google’s enforcement approach for this policy is ad-level restriction rather than full account suspension. Advertisers who do not complete verification before April 14, 2026 will be restricted from showing ads related to in-scope financial services, or ads that target users in Malaysia who appear to be seeking financial services. Normal advertising operations in non-financial categories will not be affected.

There are, however, circumstances where more serious consequences apply:

• If Google finds that an advertiser is promoting financial services after completing verification and has provided false information, verification will be revoked with immediate effect and the account may be suspended
• Adverse regulatory warnings, settlements, or rulings involving your business practices may result in verification being revoked
• Failure to resubmit when adding or removing Approved Third Parties may put the Authorized Advertiser’s certification at risk
• Verification may need to be renewed periodically, and re-verification may be required if there are significant changes to your Google Ads account or payments profile

Verification Renewal and Ongoing Compliance

Google’s financial services verification is not a one-time process. Businesses may be required to renew their verification periodically, and re-verification may be triggered by significant changes to account or payment profile details. Google will notify affected advertisers via in-account notifications when renewal or re-verification is required.

Malaysian businesses should monitor their Google Ads accounts for policy notifications and act promptly whenever verification action is requested. Proactive compliance — including keeping business registration details current and ensuring that all documents match regulatory records — is the most effective way to avoid unexpected campaign disruptions.

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