About UK Financial services verification

Learn about what Microsoft Advertising requires from adversiers who show financial services ads in the UK.

Microsoft Advertising requires advertisers who show financial services ads in the UK to complete their UK Financial services verification. This requirement involves all financial services and includes all ad formats and extensions. As part of the verification process, advertisers must either demonstrate their registration with the UK Financial Conduct Authority (UK FCA) or qualify for an exemption.

Before you start the verification process, please review the following terms and definitions that can help you:

  • Authorized financial services advertisers registered with the UK Financial Conduct Authority: Advertisers that the UK FCA authorizes to provide financial services or undertake related activities.
  • Exempt non-financial services advertiser: Advertisers that don't promote financial services but have reason to target people seeking financial services. Examples include search engines, eCommerce platforms, and aggregators.
  • Exempt government entities: UK government institutions, regulators, or authorities operating under the gov.uk domain or entities approved by any of the above for the purpose of this policy.

Please note that this will neither impact your non-financial services ads that serve outside of the UK nor your financial services ads. Until you're verified, any financial services ads targeting UK customers won't be served.

Verification process

You can initiate the UK Financial services verification through the Verifications page within Preferences. Please have the following information ready:

  • Business details (name, address, and email address)
  • The 6-or 7-digit UK FCA registration number (FRN), if applicable
  • Domain details used to showcase financial services-related advertising. This includes domains registered with the UK FCA and domains and websites used for advertising on Microsoft Advertising that aren't in the UK FCA registry
These are the verification process steps:
  1. From the top menu, select Tools > Preferences. If you have multiple accounts, choose one from the account selector in the top menu.
  2. In the Verifications page, navigate to the UK Financial services verification row.
  3. Hover over the Verification status.
  4. Select Become a verified advertiser.
  5. Choose the appropriate business type from the choices provided:
    • Authorized financial services advertiser registered with the UK Financial Conduct Authority (FCA)
    • Exempt non-financial services advertiser
    • Exempt government entity
  6. In the Business details section, enter the Legal business nameand business address information.
  7. Enter all other required information based on the selected business type. Note:
    • If you are a UK FCA approved financial services advertiser, you should provide your business email address, FCA provided Firm Registration Number, and the list of domains that you'll use for advertising.
    • If you are a non-financial services advertiser, you should provide your business email address, a justification of why you would be targeting customers looking for financial services, and the list of domains you would be using for advertising.
    • If you are a government entity, you should provide a valid email address that ends with gov.uk. This should be validated with the verification code provided in the previous email address. You should also provide a justification of why you would be targeting customers looking for financial services, and the list of domains you would be using for advertising.
  8. Select the checkbox confirming that you will comply with the policies and terms at the bottom of the Business details section.
  9. Proceed to the Summary to check the information and make any necessary changes.
  10. Submit the details for verification. You can expect a response from us within 3-5 business days.

In addition to UK Financial services verification, you're also required to complete Advertiser identity verification (AIV). Upon completing your UK Financial services verification, you'll receive an email regarding the Advertiser identity verification process. Learn more about Advertiser identity verification.

Verification status

After completing verification, your account will fall under one of the following statuses, which you can see in the Verifications page:

  • Verified advertiser: All of your business details and domains are approved. You may now run financial services-related ads to customers in the UK using approved domains.
  • Partially verified: Some of your domains are approved, while others failed verification or are pending verification. You may serve financial services-related ads to people in the UK using the list of approved domains; however, ads using rejected or pending domains will not be served.
  • Verification failed: None of your entered domains have passed the verification requirements. You won't be able to serve any financial services-related ads to people in the UK on any of your domains. You can, however, update the details and re-apply for verification at any time.
  • Verification pending: All of your details are currently undergoing verification. You can't serve any financial services-related ads to people in the UK on any of your domains until they are verified.

To see the list of approved, pending, and rejected domains, hover over the Domains link in the Verifications page and select Manage verification details.

Notes
  • If you're applying for verification as an authorized financial services advertiser, your details should match those within the UK FCA register. Any discrepancies may lead to a verification failure.
  • Verification can take 3-4 business days.
  • Once approved, you can add or delete domains through the Verifications page. However, each update needs to undergo its own verification process.
  • Verification is conditional on you providing valid details and documentation.
  • Providing faulty or false information may lead to account suspension and revoked verification status.
  • We may revoke your verification or take action on your account based on ongoing settlements, adverse regularity warnings, rulings about your business practices, and/or direct complaints from businesses.
  • Microsoft Advertising may update the verification requirements at any time.

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