Initiative seeks to avoid the application of scams and fraud using the platform tool
Google is introducing a new policy for financial services advertisers in Brazil. The initiative seeks to avoid the application of scams and fraud using the company’s advertising tool.
As of this Tuesday (16), all advertisers in the segment will need to start a validation process, demonstrating that they have authorization from a regulatory body to operate in the market and completing the verification program for the dissemination of products and services on the company’s platforms.
Adaptation must be completed by October 17, when the policy will be updated. According to the company, those who do not complete the process will not be able to promote their financial products and services through Google Ads.
“If advertisers aren’t certified, they will start to lose the ability to promote financial services,” said Vishal Jain, product manager for privacy and ad security at Google.
This new solution was initially implemented in the UK in September 2021. “Since we launched this policy there, we have noticed a decline in the number of complaints about advertising promoting financial scams,” added Jain. The technology later entered markets such as Australia, Singapore and Taiwan, and is now arriving in Brazil, as well as in India and Portugal.
In last year’s report, the platform said in its security report that it blocked 58.9 million financial ads and restricted – when the content may be legally or culturally sensitive – 223 million.
In the country, Google will have the company G2 as a compliance partner for the validation of company records. And it works with regulatory bodies such as the Central Bank of Brazil, the Securities and Exchange Commission (CVM), the Superintendence of Private Insurance (SUSEP), the Brazilian Bar Association (OAB) and the Financial Activities Control Council (Coaf).
