Google will expand its Financial Services Verification programme to the US and Canada in early 2027, requiring banks and financial firms to prove their legitimacy before running ads. This move builds on protections already in place for 2 billion users globally and aims to block fraudulent financial ads using a mix of verification and AI screening.
The company says it will work with the American Bankers Association in the US, using their registry to confirm that only authorised banks can advertise. In Canada, Google is working with the Canadian Bankers Association to prepare for the rollout. The approach will be phased and tailored to each country’s regulatory environment.
Google’s initiative comes as financial regulators and industry groups press for stronger controls on digital advertising to prevent scams. The company is also sharing fraud intelligence through the Global Signal Exchange, a cross-sector effort involving tech, finance, and law enforcement.
Banks, insurers and other financial brands will need to meet new verification requirements and may face longer lead times for ad campaigns. Firms should monitor regulatory developments and prepare compliance processes ahead of the 2027 deadline.
