Caroline Siarkiewicz, Chief Executive of the Money and Pensions Service, said:
"This is an extremely positive development both for people struggling with debt and for the debt advice sector whose support and expertise changes lives.
"Google’s action will materially reduce the visibility of potentially harmful, misleading and misrepresentative debt service advertising. We are aware in some cases, customers were left confused and uncertain about their options. Free and impartial debt advice can be transformative for people in financial difficulty and our research shows that within six months of receiving it, two thirds of customers are reducing or clearing their debts.
"We have been delighted to work with Google on this, and thank them and the debt advice sector partners who worked with us for their efforts and collaborative approach.
"Anyone who is worried about debt can also find a qualified free debt adviser using the Debt Advice Locator Tool on the MoneyHelper website."