Google has announced new verification requirements for advertisers promoting financial products and services to users in Malaysia. This include ads promoting banking, credit cards, loans, investment, trading, bonds, insurance and more.
The move is aimed at curbing online scams by ensuring that only authorised, legitimate and licensed financial service providers can advertise on Google’s ad platforms. Google ads appear in various formats including Google Search, YouTube, Google Display Network, and partner websites and apps.
The search giant has introduced Financial Services Verification (FSV), which adds another layer to Google’s existing financial products and services advertising policy. The company says the new measure is designed to prevent scammers from using online ads to reach potential victims.
The update comes as financial fraud continues to rise in Malaysia. Google cited figures from the Ministry of Home Affairs showing that RM2.77 billion was lost to financial scams in 2025 alone.
Verification required before financial ads can run
Under the new policy, advertisers promoting financial services to Malaysian users must complete a verification process before they can run ad campaigns on Google.
Advertisers will need to demonstrate that they are authorised by relevant Malaysian regulators such as Bank Negara Malaysia (BNM), the Securities Commission Malaysia (SC) or the Labuan Financial Services Authority (LFSA). They must also complete Google’s advertiser verification programme before they can start promoting their products and services.
Applications for verification have started since 10 March 2026 through Google’s compliance partner G2 Risk Solutions (G2). The enforcement of the mandatory verification will begin 14 April 2026, after which advertisers that have not completed verification will no longer be allowed to show financial services ads targeting Malaysian users.
The requirement applies to both financial service advertisers and non-financial advertisers targeting users seeking financial services, according to Google. This could include platforms that connect users with financial providers, such as financial comparison platforms or lead-generation services.
Google’s advertising policy documentation also notes that the rule may apply to advertisers promoting financial-related services, such as educational institutions providing information on financial aid, automotive advertisers promoting car financing or leasing, and online travel agents advertising travel insurance.
How to apply for verification for Google ads?
According to Google’s advertising policy documentation, the verification process typically requires advertisers to provide details about:
- Types of financial services that you offer
- Your licence to provide these services
- Your registration number
- Location-specific information and requirements
Most financial services advertisers must first complete third-party verification through G2 Risk Solutions, which confirms whether the business is authorised by the relevant financial regulator. Once verified, the advertiser receives a unique code that must be submitted to Google to complete the financial services verification process.
Google notes that verification is country-specific, meaning advertisers must apply separately for each country they want to target with financial services ads.
Periodical renewal of verification may be required if there are significant changes to your Google Ads account. This include updates or changes to your payments profile.
New measures part of Google’s broader anti-scam measures
Google says the Financial Services Verification requirement helps enforce local licensing standards at the advertising stage, preventing bad actors from exploiting ads to reach Malaysian users.
Google Malaysia Country Managing Director Ben King, said, “Scammers are constantly evolving their tactics to evade detection. That’s why we’re strengthening our defenses to ensure only authorised financial providers can reach users on Google. By partnering with authorities to enforce these stricter checks, we’re staying one step ahead of bad actors and giving Malaysians greater confidence when engaging with financial services online.”
Malaysian Communications and Multimedia Commission (MCMC) Managing Director Abdul Karim Fakir Ali added, “MCMC welcomes this initiative by Google as it is a critical step in preventing financial scams from reaching Malaysians. Tackling digital fraud requires a whole-of-ecosystem approach, where technology platforms, regulators, and the public all play a role. Verifying the legitimacy of financial advertisers is essential to our goal of ensuring a safe and trusted digital environment for all Malaysians.”
Google said the Financial Services Verification policy complements its existing safeguards such as Advertiser Identity Verification and Limited Ad Serving for high-risk categories. The company also highlighted user-facing tools such as Circle to Search and Google Lens, which can help users identify potential scams in real time.
The Financial Services Verification requirement has already been implemented in several markets including the UK, Singapore and Australia, and is now being extended to Malaysia.
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