Google has joined the fight to stop scammers stealing the savings of unwary consumers surfing the net for investment opportunities.

The giant global search engine is banning rogue financial advisers who do not operate under the supervision of the Financial Conduct Authority from targeting online adverts in the UK.

Google is banning any financial adviser without an FCA registration from advertising online.

Reputable financial advisers are authorised by the FCA and listed on their website.

“This measure reflects significant progress in delivering a safer experience for users, publishers, and advertisers. While we understand that this policy update will impact a range of advertisers in the financial services space, our utmost priority is to keep users safe on our platforms — particularly in an area so disproportionately targeted by fraudsters,” said a statement from Google.

The policy starts on September 1.

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