Google is bringing to the United States and Canada a Financial Services Verification program that already protects 2 billion internet users in 42 countries from financial scam ads, the company said in a Tuesday (Oct. 20) blog post emailed to PYMNTS.

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The program will be implemented in the U.S. and Canada in early 2027 and will build on the identity verification program Google already has for advertisers, according to the release.

Financial Services Verification adds a specialized check to validate an advertiser’s credentials before they run certain financial adds. It requires them to demonstrate they are authorized by relevant regulators or recognized registries, per the release.

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Google introduced this type of verification in the United Kingdom in 2021 and most recently expanded it across Europe, according to the release.

As it extends Financial Services Verification to North America, Google is working with the American Bankers Association in the U.S., the Canadian Bankers Association in Canada and financial regulators in both countries, per the release.

Ahead of the rollout, Google will provide advertisers with country-specific information such as accepted registries, required credentials, onboarding instructions and notification of, if and when they need to complete the process, according to the release.

“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,” Keerat Sharma , vice president and general manager, ads privacy and safety at Google, said in the release.

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