Google UK is to require financial services to verify their identity with the regulator before advertising on the platform as part of its efforts to fight online fraud.

The firm said the new requirement would take effect from September 6 and help prevent scammers from exploiting its platforms.

Advertisers must successfully complete the updated verification process by the time enforcement begins in order to show financial services ads to UK users.

Financial services advertisers will be required to demonstrate that they are authorised by the UK Financial Conduct Authority.

Google said ads relating to categories including debt services, gambling, cryptocurrencies and credit repair, among some others, would not be considered financial services for the purposes of the new policy, but were still required to comply with all other Google ads policies.

Google UK managing director Ronan Harris said: “Today’s announcement…

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