Google and Meta Financial Services Verification: The 2026 Guide for UK Firms

This is not legal or compliance advice. It is an account operations guide written by people who run paid media for regulated firms, and platform policies move. Every claim below is dated and linked to the primary source so you can check it against the live page before you act on it.

Policy watch

Last reviewed 7 August 2026 · Next review November 2026

1. 23 June 2026

   Google announced financial services verification for 24 EEA markets, handled through its external compliance partner G2. Applications opened the same day. Source

2. 23 July 2026

   Rolling enforcement began for those 24 EEA markets. The UK is not included and is not affected by this date. Source

3. 30 April 2026

   Most recent change logged on Meta's financial and insurance products policy, the third entry in 2026 after changes on 11 and 20 March. Source

Where each platform stands right now

Start here, because the single most useful thing on this page is knowing which of the four requirements actually apply to you. Nothing else on the web puts these side by side, which is part of why firms end up doing two of the three and finding out about the last one when the ads stop.

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Are you actually in scope?

Being a financial firm is not the test. The test is what your ads promote and who sees them.

Which route applies to you

You want to advertise to people in the UK

You hold FCA authorisation

↓

Standard verification

You verify against your own FRN. This is the main route and covers most authorised firms.

You are an appointed representative

↓

Via your principal

The permission sits with the principal firm, so verification is normally driven by their registration and the approved third party mechanism.

You are not a financial business but target people seeking finance

↓

Exemption form

Ecommerce platforms, education providers and similar. You submit a rationale and warrant you will not use the exemption to promote financial services.

You are a UK regulator or government body

↓

Automatic exemption

UK government institutions, regulators and authorities on .gov.uk domains are exempt.

You are a broker or affiliate for a licensed entity, unlicensed yourself

↓

Not eligible via G2

G2 states that resellers, brokers and affiliates for a licensed entity are not eligible for G2RS verification in their own right.

Two points that catch people out.

Google's UK policy covers unregulated financial services too. The requirement applies to advertisers showing financial services ads in the UK regardless of ad format, and it is not limited to regulated products. Firms with a mix of regulated and unregulated lines sometimes assume the unregulated side sits outside this. It does not.

Meta lets more through unverified than Google does. Meta's page lists categories that can run without verification, provided the ad does not focus on an in-scope financial product: brand ads for banks and insurers, news articles about financial products, financial education content, training on how to apply for or manage loans, and educational ads that do not give the reader a way to obtain or connect with the product. That is a genuinely useful gap for brand campaigns while verification is pending, and it is worth reading carefully before you assume everything is blocked.

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Google, UK: what the process actually involves

The UK programme has run since September 2021, when the UK was the first market Google applied it to. It has not changed as much as the recent noise about Europe suggests, and it does not go through G2.

Google UK financial services verification

1. 1

   Fix your FCA register entry first

   Before you touch the form, open your entry on the FCA Financial Services Register and check the legal entity name, address, website and phone number are current. Everything downstream is checked against this. Doing it in this order saves the most time.

2. 2

   Gather what the form asks for

   Google Ads Customer ID, the name of your authorised representative, business name, address and email, every domain and website you use to promote financial services, and your FCA firm reference number.

3. 3

   Submit the verification application

   You apply directly to Google. You also warrant compliance with the financial promotion rules that apply to you, so this is a step your compliance function should see rather than one an account manager quietly clicks through.

4. 4

   Handle the third party relationship if you use an agency

   If an agency runs the account, the approved third party route is initiated by you as the authorised firm, listing the domains used and warranting that you approve the promotions the third party runs.

5. 5

   Wait, then check what changed

   Google does not publish a processing time for the UK. Check the policy status on the affected campaigns yourself. The account-level signal is usually clearer than anything that lands in the inbox.

The warranty step deserves more attention than it usually gets. You are not just proving you exist. You are formally confirming that the promotions being run are approved by an authorised firm. If your agency is producing ad copy that your compliance team has not signed off, that warranty is doing work you may not want it to do.

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What G2 Risk Solutions is, and why UK firms keep getting confused by it

If you have searched for any of this, you have probably run into the term "G2 verification" and wondered whether it applies to you. Here is the clear answer, because nobody else seems to have written it down.

G2 Risk Solutions is the external compliance partner Google uses to administer financial services verification in a set of countries. You apply to G2 rather than to Google. G2 checks your submitted business details against the relevant regulator's registry, and the details have to exactly match what that registry holds. If they approve you, they email you a unique code, referred to as your G2RS code, which you then use when you apply to Google.

Three facts worth knowing before you start:

• Decisions come within five calendar days. That is G2's published window, and it is the only firm timeframe any of these platforms publish.
• It is free. If you find a service charging for "fast approval", they are selling you a form you can fill in yourself.
• Every domain you submit must be live and publicly available. A staging URL or a landing page behind a password will fail.

The G2 route also has three steps: verification with G2, Google advertiser identity verification, and then a country-specific application to Google. Firms tend to complete the first and assume they are done.

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The fields that have to match the FCA register

This is where applications die. Both Google and G2 check submitted details against the relevant registry, and G2's wording is that they must "exactly match". What makes it painful is that a rejection rarely tells you which field failed, so you are left to work that out yourself.

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The agency question, answered properly

If you use an agency, this is the section to send them.

On Google, the approved third party route is initiated by the FCA-authorised firm. The authorised firm submits the list of domains or websites used to promote financial services, and warrants that it approves the financial promotions the third party runs. The direction of travel matters: authorisation flows from the regulated firm outward to the agency, never the other way.

What that means in practice:

• Your agency cannot verify itself into your permissions. There is no route where an unregulated marketing agency obtains financial services verification on its own account and then uses it for you.
• If an agency asks for your login so they can "get the verification sorted", that is the wrong shape. They can help you prepare the submission. They cannot be the applicant.
• On Meta, the unit is the business, not the account. Once your FCA authorisation is confirmed, it applies across all ad accounts owned by that business. That is convenient, and it is also a reason to be careful about which business portfolio owns which ad account before you start.
• G2 is explicit that resellers, brokers and affiliates acting for a licensed entity are not eligible for G2RS verification in their own right if they are not themselves licensed.

The practical consequence is that agency changes are a verification event. If you move agencies, the domains in play may change, and domain changes are exactly what these programmes check.

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What a rejection actually looks like

Everything above is what the policies say. This is what happened when we took an FCA-authorised firm through it, and it is the part no policy page will tell you.

One case, one firm, in January 2026. We are not presenting it as typical, because we have no basis for claiming that. It is one worked example, and as far as we can tell it is more detail than anyone else has published about a UK financial services verification that failed twice before it passed.

The client was an established UK mortgage and protection brokerage, directly authorised by the FCA, generating most of its new enquiries through paid search. It had been advertising on Google for some time. In January 2026 it needed to complete UK financial services verification.

On paper it was simple. The firm was legitimately authorised, held the correct permissions, and had an active firm reference number.

The first application was rejected anyway.

What the rejection said, and what it did not say

We submitted on Monday 12 January with the Google Ads customer ID, the FRN, company information, the website domain, and the details of the authorised representative making the submission.

On Wednesday 14 January it came back unsuccessful. The message was along these lines:

We were unable to verify the business information provided as part of your Financial Services Verification application. Please ensure that the information submitted matches the details held by the relevant financial services regulator before applying again.

That wording is reconstructed rather than quoted. Google's exact rejection text varies, and we are not going to present a paraphrase as a verbatim email.

The useful thing about it is what it ruled out. It pointed at the verification itself rather than at whether the firm was allowed to advertise. The firm was authorised, the FRN was valid, and the services being promoted sat within its permissions. So the problem was identity matching, and the message gave no indication of which field had failed.

The actual cause: a three-way identity mismatch

The firm had one identity in three systems, and the three did not agree.

It marketed itself under a shortened trading name. Its Google Ads payments profile had been created with that same trading name. The FCA register held the full incorporated legal name.

Using illustrative names rather than the client's:

Same organisation. Three versions of its name, and Google's verification system was being asked to reconcile them without being told they were the same firm. Google's advertiser verification documentation is explicit that an organisation name should match its legal documentation, that payments profile information may also need to match the verified legal entity, and that organisation name mismatches are a reason business information cannot be verified.

There was a second problem, and it was less visible. The brokerage had moved its marketing onto a newer branded email domain. The contact on the Google Ads account was not on the same email domain as the contact associated with the FCA-registered firm. Google's UK process specifically requires a contact with the same email domain as the FCA-registered firm to be added to the account before verification.

Neither issue meant the firm was non-compliant or unauthorised. Google was simply not getting a clean enough identity match to say yes.

How we found it

We stopped submitting and audited the identity instead, comparing every material field across the FCA register, Google Ads and the website.

The identity audit that found the mismatch

• ✓Legal entity: the exact company name shown on the FCA register
• ✓FCA status: current authorisation and applicable permissions
• ✓FRN: character for character
• ✓FCA contact: the email domain associated with the regulated firm
• ✓Google Ads access: every user and email domain attached to the account
• ✓Payments profile: legal and business name, and country
• ✓Advertiser verification: which entity Google believed was paying for the advertising
• ✓The verification form itself: company name, FRN, address and submitted domains
• ✓The website: legal entity, trading name, FCA references and business address

Laid out like that, the pattern showed up almost immediately. The application had been asking Google to connect a branded trading identity in one system to a slightly different legal identity in another.

The second rejection, and knowing when to stop

On Friday 16 January we resubmitted using the full legal name exactly as the register displayed it, having rechecked the FRN, registered details and domains.

We deliberately did not start changing billing information at this stage. An unnecessary payments profile change can create a separate advertiser verification problem, and we did not yet understand how Google was reading the account.

On Tuesday 20 January the second submission was rejected.

At that point we stopped resubmitting. Two failures against a demonstrably valid authorised firm meant another Google-side identity signal was conflicting with the application, and a third guess was not going to find it.

How we escalated it

We opened a support case on 20 January and asked for it to be handled specifically as a financial services verification and advertiser identity matching issue, rather than as an ordinary ad disapproval appeal. That distinction did more work than anything else we did.

The case included the customer ID, the FRN, the exact FCA legal entity name, the FCA-registered contact and domain, the website being advertised, the name held on the payments profile, and screenshots of the conflicting information.

We were also careful about what we asked for. We were not disputing that verification was required. The request was closer to this:

The advertiser meets the policy. Please help us identify which identity field is preventing Google from recognising that.

Framing it as a diagnostic question rather than a complaint is what got it moving.

We had to chase, twice. The case was acknowledged, but the first response did not resolve anything and indicated it needed review by a specialist verification team. We chased on Thursday 22 January. Still nothing substantive by the following Monday, so we chased again on 26 January, referencing the existing case rather than opening a second ticket. On Tuesday 27 January it had progressed far enough to confirm that the blocker was consistency between the advertiser identity and the regulated entity.

That was the piece we needed.

What we changed, and the approval

On 28 January we did the whole identity clean-up in one pass rather than another partial fix.

The payments and business information was aligned to the full legal entity name instead of the trading name. We added a user from the FCA-linked company email domain to the Google Ads account, and confirmed the invitation had actually been accepted, which is an easy step to miss. We made the website footer connect the trading brand to the authorised legal entity, displayed the correct FRN and business information, and checked the landing pages carried the disclosures Google expects from financial services destinations, including the physical address and applicable fee information. The application then declared both the FCA-listed domain and the additional domain actually being used for campaigns, which Google's UK form explicitly allows for.

Only once every signal agreed did we submit again.

The third application went in on Thursday 29 January. On Tuesday 3 February the verification was approved, the certification was applied at account level, and the affected ads went back through normal policy review.

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How long it really takes

Nobody publishes a processing time for Google UK verification, so here is one real timeline. Again: one firm, one case.

What that adds up to

22 days

Calendar days end to end

12 January to 3 February 2026, one directly authorised UK mortgage brokerage. Seventeen working days.

3 rounds

Submissions before approval

Two rejections, both on identity matching rather than eligibility. The firm's FCA authorisation was never in question.

2 chases

Support follow-ups needed

Plus one request for specialist escalation. The first support response did not resolve the issue.

Almost none of that was spent making changes. The fix, once we knew what Google was reconciling, took part of an afternoon.

The time went on diagnosis and queues. The first rejection did not identify which field had failed, so the second submission corrected the obvious mismatch and then revealed there was another one somewhere else in the account. After the second rejection, the largest single delay was getting the case from frontline support to someone who could look at the verification itself rather than restate the financial services requirements. Then more time to get the correct account contact added and accepted, align the payments identity, and wait for a third review.

So the number to plan around is how many rounds you are likely to need. Each one costs the best part of a week.

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What actually happens when verification lapses

The honest answer is less dramatic than the panic, and more expensive than firms expect.

Microsoft states the consequence most clearly of the three. Failure to complete verification blocks your ads from serving in the UK, while the account continues to perform as normal for non-financial-services ads and in markets outside the UK.

Google's EEA policy uses similar language. In-scope advertisers who have received a notification and have not completed verification before their enforcement date "will not be allowed to show financial service ads in the relevant targeted locations".

Meta's enforcement runs on a deadline after notification. In the Thailand rollout of the same programme, advertisers were given seven days from notification, with the consequence that they would not be able to deliver ads to users in that country.

What this does and does not mean

What keeps running

• Non-financial-services ads in the same account
• Campaigns targeting markets outside the affected country
• Your account itself, which is not suspended for this reason alone
• Brand and educational ads on Meta that do not focus on an in-scope product

What stops

• Financial promotions in the affected market
• The campaigns that generate most regulated-firm revenue
• Any learning your bidding had accumulated on those campaigns
• Your ability to restart quickly, because verification is not instant

The cost that gets underestimated is the fourth one on the right. Restarting a paused campaign is not free: automated bidding relearns, and a gap in delivery on a high-value account is not recovered in a day. If verification is going to lapse, it is much cheaper to notice a month out than a week out.

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Meta: financial advertiser verification in the UK

Meta's requirement is real, current and applies to the UK. It is also the worst documented of the three, which is why so little accurate writing exists about it.

The UK sits on Meta's list of ten regions where advertisers promoting financial products and services require verification. In-scope products are insurance, mortgages, loans both long and short term, investment products and opportunities, and credit card applications.

For the UK specifically, you provide your FCA firm reference number, and Meta confirms your authorisation through a channel tied to the register: an email address whose domain matches the website listed on your FCA register entry, or the phone number associated with your FCA authorisation. This is the mechanism that quietly blocks firms whose register entry is out of date, because there is no way to receive the confirmation if the contact route on the register no longer works.

Once confirmed, the authorisation applies to all ad accounts owned by that business.

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Microsoft Advertising: the one everyone forgets

Microsoft has required UK financial services verification since early 2023. It covers all financial services, and applies to all ad formats and extensions.

Only advertisers duly authorised by the FCA may present regulated financial promotions in the UK on Microsoft. The same two exemption categories apply as on Google: non-financial-services advertisers who may target consumers seeking financial services, such as ecommerce platforms, and government entities on .gov.uk domains.

The part that gets missed: Advertiser Identity Verification is a separate requirement on top of this. Microsoft introduced AIV as a general safety measure, and the financial services verification sits in addition to it. Two processes, both required, and completing one does not satisfy the other.

Microsoft is usually a smaller share of spend than Google or Meta, which is exactly why it drifts. It is also the platform where an unnoticed lapse can sit for months, because a quiet drop in a smaller channel does not set off the same alarms.

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If you advertise into Europe

This is where the genuinely new 2026 development sits, and it is worth being precise because it is being widely misreported as a UK deadline.

On 23 June 2026, Google announced financial services verification for 24 EEA markets: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, Greece, Hungary, Iceland, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, the Netherlands, Norway, Poland, Romania, Slovakia, Slovenia and Sweden. G2 began processing applications the same day, and rolling enforcement began on 23 July 2026.

The UK is not in that list, and Google's announcement does not mention the UK at all. The UK has had its own framework since September 2021. If you have read that UK firms face a new Google deadline in July 2026, that is a misreading of a policy about the EEA.

Where it does affect you is if you are a UK firm advertising into any of those 24 markets. Then you need verification through G2 for those markets, on top of your existing UK verification, and you apply to Google as either "First party" or "Authorised advertisers" using the code G2 issues you. Note also that France, Germany, Ireland, Italy, Spain and Portugal are absent from the June 2026 list because they were already covered.

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The checklist

Everything above, as a single sheet you can send to whoever owns the FCA register entry at your firm. It covers all three platforms, the exact fields to check against the register before you apply, and the events that should trigger a re-check.

Get the UK financial advertiser verification checklist

One page, three platforms. The fields that have to match the FCA register, the agency rule most firms get backwards, and the changes that quietly invalidate a verification you already hold.

Your nameWork email

Send me the checklist

We will email you a copy so it is easy to forward internally. No sequence you cannot leave in one click.

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Staying verified

Verification is a record of a moment, and firms change. These are the events that should send you back to check:

Trigger a re-check when any of these happen

• ✓Your legal entity name changes, including a rebrand that changes the registered name
• ✓You move offices and the registered address on the FCA register changes
• ✓You launch a new domain, microsite or campaign landing page not covered by your original submission
• ✓Your authorised representative leaves or changes role
• ✓Your FCA permissions change, or you move between directly authorised and appointed representative status
• ✓You change agency, or an agency starts running ads from a different account or domain
• ✓You start advertising into a new country, particularly anywhere in the EEA since July 2026

The one to watch hardest is new domains. Both Google and G2 verify against the specific domains you declared, and G2 requires every submitted landing page to be live and publicly available. A campaign microsite launched at pace, on a domain nobody added to the verification, is a very ordinary way to get a well-run account blocked.

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What we could not verify

Publishing compliance guidance means being straight about the edges. These are the things we could not confirm from a primary source, and we would rather say so than fill the gap with something plausible:

• Google does not publish a processing time for UK verification. Treat the 22-day timeline above as one worked example. Anyone quoting you a reliable number of days for Google UK is estimating.
• Meta and Microsoft do not publish decision windows either. Only G2's five calendar days is documented.
• We have one case, and one case is one case. The rejection causes described above are what we found in a single January 2026 verification. They line up with what Google's own documentation warns about, which is why we think they generalise, but we cannot show you that they do.
• Meta's UK-specific requirements sit behind an interactive country selector on its help centre that does not render for automated tools. The UK detail above is drawn from the accessible parts of Meta's documentation and from firms who have been through the process.
• Neither Google nor Meta publishes a re-verification schedule. The trigger list above is built from what the programmes check, not from a published renewal rule.

If any of this changes, this page gets updated and the change gets logged at the top with a date. That is the only promise worth making on a topic that moved three times in the first half of 2026.

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Getting the ads working once you are through

Getting verified only opens the door. The harder problem starts afterwards, when you find that regulated ad copy, compliant landing pages and the FCA's expectations around financial promotions all change what actually converts. Firms that get verified and then run their old campaigns unchanged tend to be disappointed.

If you want the campaigns ready for the day approval lands, that is what we do for FCA-authorised firms. And if you would rather start with the numbers, our UK Google Ads ROAS benchmarks include what finance and insurance accounts realistically achieve once the compliance overhead is priced in.

For a look at how a different regulated sector handles the same tension between what you want to say and what you are allowed to say, our guide on advertising Botox and aesthetics treatments in the UK covers the same ground for clinics.

FAQ

UK financial advertiser verification FAQs

Do I need Google Ads financial services verification in the UK?

If you run ads promoting financial products or services to people in the UK, yes. Google's UK policy applies to every advertiser showing financial services ads in the UK regardless of ad format, and it covers both regulated and unregulated financial services. To pass, you need to be authorised by the FCA, or included on the FCA Financial Services Register as an Exempt Professional Firm or a Recognised Investment Exchange. There are two exemption routes: non-financial-services businesses that happen to target people looking for finance, such as ecommerce or education sites, and UK government institutions and regulators on .gov.uk domains.

What is G2 verification for Google Ads, and do UK firms need it?

G2 Risk Solutions is the external compliance partner Google uses to run financial services verification in a number of countries. You apply to G2, they check your details against the relevant regulator's registry, and if approved they email you a unique G2RS code that you then submit to Google. Here is the part that catches UK advertisers out: the UK is not on G2's list of covered countries. UK verification is handled directly by Google against the FCA register. You only need a G2RS code if you are advertising into a market G2 covers, which since July 2026 includes 24 EEA countries.

How long does financial services verification take?

G2 Risk Solutions publishes a decision window of five calendar days for the markets it covers. Google does not publish a processing time for UK verification, and neither Meta nor Microsoft publishes one either. We can give you one real UK data point: a directly authorised mortgage brokerage we took through Google's UK verification in January 2026 took 22 calendar days, or 17 working days, from first submission to approval. That involved three submissions, two rejections, two support chases and one specialist escalation. Almost none of the elapsed time was spent making changes. It went on diagnosis and review queues, because the rejections did not identify which field had failed. Plan around the number of rounds rather than the processing time, and assume each round costs most of a week.

Why was my Google Ads financial services verification rejected?

The most common cause is an identity mismatch rather than an eligibility problem. Google checks the details you submit against the FCA register, and rejections usually mean it could not reconcile the versions of your business identity it can see. In the case we documented, a brokerage marketed itself under a shortened trading name, its Google Ads payments profile used that same trading name, and the FCA register held the full incorporated legal name. Google was being asked to match three different versions of one firm. A second issue in the same case was that the contact on the Google Ads account was not on the same email domain as the contact on the FCA register, which Google's UK process specifically requires. Rejection messages do not tell you which field failed, so the practical approach is to audit the legal name, FRN, registered contact and domain, account users, payments profile, advertiser verification record, declared domains and website regulatory information, and make them all agree before you resubmit.

If an agency runs my ads, does the agency need to be verified too?

This is the detail most firms get backwards. On Google, an agency running ads for an authorised firm is handled through the approved third party route, and that route is initiated by the FCA-authorised firm, not by the agency. The authorised firm submits the list of domains and websites used to promote financial services and warrants that it approves the financial promotions the third party runs. Your agency cannot verify itself into your permissions, and it should not be asking you to hand over credentials so it can try.

What happens to my live campaigns if verification is not completed?

The ads stop, but the blast radius is narrower than most people fear. Microsoft states it plainly: failure to verify blocks ads from serving in the UK, while the account carries on as normal for non-financial-services ads and for markets outside the UK. Google's EEA policy uses similar language, saying in-scope advertisers who miss their enforcement date will not be allowed to show financial service ads in the relevant targeted locations. So it is a targeted shut-off of your financial promotions in the affected market, not a blanket account suspension. That is still revenue stopping on a date you did not choose.

Does Meta require financial advertiser verification in the UK?

Yes. The UK is one of ten countries on Meta's list of regions where advertisers promoting financial products and services require verification, alongside Australia, Hong Kong, India, Ireland, Israel, Spain, Taiwan, Thailand and the United States. For the UK you provide your FCA firm reference number, and Meta confirms it through an email address whose domain matches the website on your FCA register entry, or the phone number attached to your FCA authorisation. Once confirmed, the authorisation applies across all ad accounts owned by that business.

Is Meta financial advertiser verification really required in 38 countries?

That figure is widely repeated and it does not match Meta's own documentation. Meta's Business Help Centre page on verification requirements for financial services advertisers lists ten countries, and states that if the country you want to advertise in is not in its drop-down menu, there is no financial services verification requirement there at this time. The 38 figure appears to come from conflating this programme with Meta's separate advertiser verification for ads transparency, which is a different requirement with a much wider footprint. If you are planning around the number 38, check which programme you are actually being asked to complete.

Does Microsoft Advertising require FCA verification as well?

Yes, and it is the one firms forget. Microsoft has required UK financial services verification since early 2023, covering all financial services and all ad formats and extensions, with the same two exemption categories Google uses. Microsoft also requires Advertiser Identity Verification, which is a separate process on top of the financial services check, so there are two things to complete and finishing one does not satisfy the other.

I am an appointed representative, not directly authorised. Can I still advertise?

Appointed representatives operate under the permissions of a principal firm, and the principal is the entity with FCA authorisation. In practice that means verification is usually driven by the principal's registration rather than your own, and the approved third party mechanism is designed for exactly this shape of relationship. Because the platforms check submitted details against the register, the workable route is normally for the authorised principal to initiate and to name the domains being used. Confirm the arrangement with your principal's compliance team before you submit anything, because a mismatch between who applies and who holds the permission is a reliable way to get rejected.

Do I have to re-verify, and what triggers it?

Do not assume it is done once it is granted. The things that predictably trigger a fresh look are changes to the details you submitted: a new legal entity name, a change of registered address, new domains or landing pages, a change of authorised contact, or a change in your FCA permissions. New domains matter more than people expect, because both Google and G2 verify against the specific domains you declared, and G2 requires that every submitted landing page is live and publicly available. If you launch a new site for a campaign, check it is covered before you spend on it.