Google has launched new certification requirements for financial services advertisers targeting Malaysia, aimed to protect Malaysians against financial scams. This financial services verification (FSV) adds a new layer of security to the existing financial products and services policy by ensuring that only legitimate, licensed financial service providers can reach users in Malaysia.
This is an important time as financial scams are increasing in Malaysia, with losses reaching RM2.77 billion from financial fraud in 2025, according to the Ministry of Home Affairs.
To tackle this issue, starting from 14 April 2026, some advertisers of financial products and services must complete a verification process before they can run ads on Google. This process requires these advertisers to show that they are approved by Malaysian authorities like Bank Negara Malaysia (BNM), the Securities Commission Malaysia (SC), and the Labuan Financial Services Authority (LFSA), and that they have finished Google’s advertiser verification program to promote their products.
The Financial Services Verification (FSV) adds a protective layer against financial fraud and supports the government’s efforts to fight it. It enforces local licensing rules before ads are shown, helping to close the gaps that scammers use to target Malaysian citizens. This program is already in place in other countries like the UK, Singapore, and Australia.
What this means for advertisers required to verify:
- Advertisers will be able to apply for verification through our compliance partner, G2, starting 10 March 2026, and the enforcement will go into effect on 14 April 2026.
- Advertisers may initiate verification themselves.
- Advertisers who provide or promote in-scope financial services must successfully complete the updated verification process by the time enforcement begins in order to show financial services ads to Malaysian users. This will include financial service advertisers, and non-financial services advertisers who are targeting users seeking financial services.
- Advertisers that have not successfully completed the new verification process by 14 April, 2026 will no longer be allowed to show financial services ads.
“Scammers are constantly evolving their tactics to evade detection. That’s why we’re strengthening our defenses to ensure only authorised financial providers can reach users on Google. By partnering with authorities to enforce these stricter checks, we’re staying one step ahead of bad actors and giving Malaysians greater confidence when engaging with financial services online,” said Ben King, Country Managing Director, Google Malaysia
“MCMC welcomes this initiative by Google as it is a critical step in preventing financial scams from reaching Malaysians. Tackling digital fraud requires a whole-of-ecosystem approach, where technology platforms, regulators, and the public all play a role. Verifying the legitimacy of financial advertisers is essential to our goal of ensuring a safe and trusted digital environment for all Malaysians,” said Abdul Karim Fakir Ali, Managing Director of Malaysian Communications and Multimedia Commission (MCMC).
FSV strengthens Google’s multi-layered defense system, which includes policies around Advertiser Identity Verification and Limited Ad Serving for high-risk categories. These are complemented by user-facing AI tools like Circle to Search and Google Lens, which help Malaysians detect potential scams in real-time.
Find out more about Financial Services Verification here.