Google pulls all Moneysupermarket ads in crackdown on payday loan vendors that flout AdWords policies

Earlier this year Google reinforced that payday loan vendors advertising on its site must be more transparent about the fees and penalties they impose on customers who fail to meet payments.

It warned that those which did not meet this criteria would face suspension.

Later it emerged that some advertisers including PayDayFirst were among those that did not provide the information requested by Google in January.

The Drum understands Google pulled all Moneysupermarket’s domain level ads including all campaigns across car and home insurance on Saturday (6 April) evening. The ads were down for over 24 hours before the issues were rectified by Moneysupermarket, according to sources.

A Google spokeswoman said: "We have a set of policies which govern what ads we do and do not allow on Google. We have strict policies for those advertising short term loans, and make it very clear that advertisers need to comply with local regulations and be transparent about their fees, implications of non-payment and collection practices. If we discover sites that are breaking this policy we will take appropriate action."

Google’s AdWords policy stipulates that all companies that are advertising products and services related to financial services must ensure they operate in compliance with state and local regulations, for example include specific disclosures required by law.

They must also disclose associated fees/APR and include links to third-party accreditation or endorsement where affiliation is implied particularly when it serves to improve the reputation of the site.

Finally they must provide legitimate physical contact information for the business being promoted.