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Google reopens two markets
Google has revised its Complex speculative financial products policy to permit advertising for CFDs, rolling spot forex and similar products in Denmark and Chile. The change is scheduled to take effect in October 2026, although Google has not specified the day.
Access is conditional on local authorisation as well as Google's own certification. A provider seeking to advertise must also satisfy the legal requirements that apply in the market it is targeting. For Chile, the regulator required depends on the products concerned.
UAE campaigns face new checks
Separate changes for advertisements aimed at users in the United Arab Emirates start on October 21. Google is updating licensing criteria. The UAE campaign rules cover four service types: CFDs, rolling spot forex, software wallets and crypto exchanges. For CFD and forex campaigns it accepts licences from the Capital Market Authority (CMA), the Dubai Financial Services Authority (DFSA) and the Financial Services Regulatory Authority (FSRA).
The revised wording reflects the CMA's position as legal successor to the SCA, which it replaced in January 2026. For crypto promotions, the CMA and DFSA join the regulators Google accepts, while the FSRA route is no longer restricted to multilateral trading facilities. Every firm in the four categories needs a licence covering the advertised service and a distinct Google certification. The changes were reported by Finance Magnates.
- Denmark: Providers need authorisation from Finanstilsynet, the Danish Financial Supervisory Authority.
- Chile: Providers need registration and authorisation from the Financial Market Commission (CMF) or the Central Bank of Chile, according to the products offered.
- Both markets: Advertisers must meet local legal rules and obtain Google certification. Google says it will give at least seven days' warning before an account suspension.
Earlier restrictions provide context
Google's limits on these products began in 2018. At that time, its rules barred forex and CFD affiliates and aggregators, as well as binary options providers. Firms advertising CFDs, forex and spread betting had to secure Google certification and a licence from the regulator in each country they targeted.
In August 2023, Google extended a prohibition on complex speculative financial product advertising to Denmark. Enforcement there started on August 31, 2023; the corresponding restriction in Spain took effect on August 3, 2023. The Danish reversal makes market-by-market eligibility and certification status operationally relevant again for firms buying search traffic.
The integration question
For operations teams, the change raises questions about how campaign approval connects to licence records and geographic targeting. Can the advertising workflow verify that a provider's Danish authorisation or Chilean registration matches the product and destination market? Can it also retain evidence of Google's certification?
The October 2026 start date has no specified day, and Google's suspension process includes a warning period. Operators should check how policy changes will be monitored, who owns the response to a warning, and whether campaign controls can be updated without disrupting other markets. UAE advertisers will also need to confirm that each promoted service has the relevant licence and separate certification.
