Google announced on Monday that it has extended its audit program for financial services advertisers to France and Germany, to better fight against web fraudsters.
Making the fight against financial fraud in advertisements a priority, Google is updating its policies on financial products and services, extending to France, Germany and Indonesia its program which consists of verifying advertisers. The idea, for the Mountain View company, is both to better protect its users, and to assure its advertising partners that they will not be short-circuited by dishonest actors.
Google steps up fight against financial scams in France, after showing some success in the UK
This extension of the regulations for financial products and services was launched in September 2021 on the other side of the Channel, in the United Kingdom, where advertisers must already attest to Google that they have authorization by the Financial Conduct Authority (FCA), which is somewhat the equivalent of our Financial Markets Authority (AMF).
Google says it has seen a sharp drop in reports of ads that promote financial scams. A success which, according to the company, demonstrates that it is a significant and effective solution to protect Internet users “, which him ” gives the necessary confidence to extend it to other countries “.
What will change for advertisers of financial services in France? In concrete terms, they will have to prove that they are authorized directly by the competent authorities for financial services, or failing that, they will have to show that they are exempt from this formality, which is not the only one. Actors will also need to have completed Google’s Advertiser Verification Program.
Until the end of January to comply
In the case of France, the registers of authorized financial services are now kept by the Financial Markets Authority (AMF), which we were talking about, but also the Prudential Control and Resolution Authority (ACPR) , as well as the Organization for the register of insurance intermediaries (ORIAS).
If this rule is obviously mandatory, Google wants to give advertisers some time. The latter can indeed ask to be validated from October 3, until January 24, 2023, date of entry into force of the regulation. ” Advertisers who have not completed the new verification procedure by this date will no longer be allowed to promote financial services “, already warns the American firm.
In 2021, Google says it blocked or removed more than 58.9 million ads for violating its financial services rules. It has now been two years since the company launched its advertiser verification program, which requires advertisers to verify and provide specific information about their activities, such as their location. A minimum to make the web safer.
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