Overview
- The Ministry of Justice and Google signed a cooperation agreement on July 17, 2026 that makes advertiser identity checks mandatory before paid financial ads can run on Google platforms.
- Verification may be carried out by Google or by accredited third parties using reliable identity methods to confirm the legal existence of the person or company behind an ad account.
- Google agreed to implement system-level controls that will prevent accounts that lack the required verification from displaying paid ads for banks, loans, investments, insurance and other financial products.
- The pact operationalizes parts of Decreto 12.975/2026, which updates the Marco Civil by presuming platform responsibility for illegal content in ads and by requiring removal-after-notification, user notices and record retention.
- The agreement is voluntary and its impact will depend on technical standards, timelines and auditing for verification; if implemented well it should make scams harder to run and easier to trace while regulators monitor compliance.