Financial Services Verification to expand to the US and Canada in early 2027

Google said it will bring its Financial Services Verification programme to the United States and Canada in early 2027. Advertisers of certain financial products will have to show they are authorised by a relevant regulator or listed in a recognised registry before their ads can run.

The programme already covers about 2 billion internet users across 42 countries and began in the UK in 2021. In the US, Google is working with the American Bankers Association and plans to use its registry to confirm authorised banks; in Canada it is working with the Canadian Bankers Association. Google says the rollout is country by country and phased, that it will publish country-specific accepted registries, required credentials and onboarding steps before launch, and that advertisers will be notified if and when they need to complete verification before enforcement starts. No start date, covered-product list or verification deadline was given. Google notes that more than 97% of ads people see in the US and Canada already come from identity-verified advertisers.