Google Tightens Rules for Financial Ads in Malaysia with New Verification System
TL;DR: Google will require financial advertisers targeting Malaysia to verify that they are licensed by regulators before running ads. The new Financial Services Verification system opens for applications on 10 March 2026 and will be enforced starting 14 April 2026 to help curb financial scams.
Google has announced the rollout of a new Financial Services Verification (FSV) programme in Malaysia, aimed at preventing fraudulent financial advertisements from appearing across its platforms.
The initiative introduces stricter certification requirements for advertisers promoting financial products and services to Malaysian users, ensuring that only authorised and licensed providers can run such ads.
The move comes amid growing concern over financial scams in the country. According to data from the Ministry of Home Affairs, Malaysians lost approximately RM2.77 billion to financial fraud in 2025 alone.
Verification Required Before Running Financial Ads
Under the new system, advertisers promoting financial services will be required to complete a verification process before they can display ads on Google platforms.
To qualify, advertisers must demonstrate that they are authorised by recognised Malaysian regulatory bodies such as Bank Negara Malaysia, Securities Commission Malaysia and the Labuan Financial Services Authority.
They must also complete Google’s advertiser verification programme.
Applications for verification will open on 10 March 2026 through Google’s compliance partner G2. Enforcement of the policy will begin on 14 April 2026.
Once the enforcement date arrives, advertisers who have not completed the verification process will no longer be allowed to run financial services advertisements targeting Malaysian users.
The requirement will apply not only to financial institutions but also to advertisers promoting services that target users seeking financial products.
Part of a Broader Effort to Fight Scams
According to Ben King, Country Managing Director of Google Malaysia, the new safeguards are intended to prevent scammers from exploiting advertising platforms to reach victims.
“Scammers are constantly evolving their tactics to evade detection. That’s why we’re strengthening our defences to ensure only authorised financial providers can reach users on Google,” he said.
He added that working with regulators to enforce stricter checks will help improve trust for Malaysians engaging with financial services online.
The new system also aligns with similar measures already implemented by Google in other markets, including the United Kingdom, Singapore and Australia.
Regulators Welcome the Move
The initiative has been welcomed by the Malaysian Communications and Multimedia Commission (MCMC), which said stronger verification measures are an important step in addressing digital fraud.
Managing Director Abdul Karim Fakir Ali said tackling online scams requires cooperation between technology platforms, regulators and the public.
“Verifying the legitimacy of financial advertisers is essential to our goal of ensuring a safe and trusted digital environment for all Malaysians,” he said.
Strengthening Google’s Existing Security Systems
The Financial Services Verification programme forms part of Google’s broader multi-layered defence system against scams.
This includes policies such as Advertiser Identity Verification and limited ad serving for high-risk categories. These measures are also supported by consumer-facing tools like Circle to Search and Google Lens, which can help users identify suspicious content or potential scams.
By enforcing licensing checks at the advertising stage, the company aims to close loopholes often used by scammers to promote fraudulent financial schemes.
