For / brokers, lenders and financial advisers
Advertising for brokers, lenders and financial advisers
Financial promotion is the one category where getting the copy wrong is a criminal matter rather than a compliance ticket.
Explicit intent beats discovery here
Google. Intent is explicit and searches are specific. Discovery advertising for credit is a much harder compliance position.
That's a starting point rather than a rule. AdPlaybook scores all eight platforms against the strategy you pick and opens on the best fit, so you're changing a recommendation rather than choosing cold.
Every claim has to be traceable
Trust and authority, with every claim traceable. This is the category where an evidence receipt stops being a nice-to-have.
Every strategy in AdPlaybook states how it usually fails before you choose it, because the expensive mistakes here are strategic rather than typographical.
The rules that apply to you specifically
These aren't platform preferences. They're law, and the platform's category declaration only covers part of it.
Credit and financial products
- Declare the Credit Special Ad Category.
Credit discrimination is prohibited by the Equal Credit Opportunity Act. The declaration removes the targeting controls that would breach it. - Financial promotions must be approved by an FCA-authorised person, and must be fair, clear and not misleading.
Section 21 of FSMA 2000. Communicating an unapproved financial promotion is a criminal offence, not a platform violation. - If the ad states a rate, fee or repayment figure, the representative APR and total cost must be shown with equal prominence.
Truth in Lending Act in the US; Consumer Credit (Advertisements) Regulations in the UK. A headline rate without its APR is the classic breach.
This is a summary of why the controls exist, not legal advice. If you're running these ads, whoever signs them off should be qualified to.
What it does when the copy is regulated
It reads your site, works out what you sell and to whom, recommends the approach that fits, and writes the campaign. Then it checks the copy against Google's published character limits, traces every factual claim back to a line on your own site, runs the compliance obligations above, and tells you what it could not check.