In short
On 25 September 2025, the Financial Authority of Singapore (MAS) launched initiatives aimed toward selling accountable promoting and sharing of monetary content material on-line.
The MAS has issued the next steering:
- Pointers on Requirements of Conduct for Digital Promoting Actions (“Digital Promoting Pointers“), which come into impact on 25 March 2026
- Information on Accountable Monetary Content material Creation (“Monetary Content material Creation Information“), which was developed by MAS in collaboration with the Promoting Requirements of Authority of Singapore (ASAS)
By establishing expectations for each monetary establishments (FIs) and on-line content material creators to conduct digital promoting in a accountable {and professional} method, the steering above goals to forestall the unfold of deceptive monetary content material which might result in client hurt.
Moreover, the MAS has signalled its intent to actively implement these requirements by saying that it’ll challenge advisory letters to 5 content material creators who might have offered monetary recommendation and not using a licence.
FIs are inspired to assessment their present digital promoting practices and implement acceptable safeguards in accordance with the Digital Promoting Pointers forward of the efficient date of 25 March 2026.
Equally, on-line content material creators ought to make sure that their monetary content material is aligned with the seven “must-knows” outlined within the Monetary Content material Creation Information.
1. Digital Promoting Pointers
The Digital Promoting Pointers apply to all FIs and individuals appearing on behalf of FIs in respect of digital promoting actions involving monetary initiatives and companies promoted by way of digital media. The rules emphasise that the Board and Senior Administration stay accountable for making certain that their FI’s digital promoting practices adjust to the expectations set out within the Digital Promoting Pointers.
The important thing market conduct safeguards set out by the Digital Promoting Pointers are as follows:
- Choice of acceptable digital media: FIs ought to assess the suitability of every digital platform earlier than promoting monetary services and products on it, taking into consideration elements corresponding to market conduct or reputational dangers related to the platform, the platform’s promoting insurance policies, and whether or not efficient management will be exercised over the content material disseminated by the platform.
- Outstanding and acceptable disclosures: FIs ought to make sure that every commercial shouldn’t be deceptive when considered independently, by assessing and addressing the dangers arising from the constraints of digital media (e.g., format constraints). Clear and legible disclosures on salient dangers needs to be displayed.
- Applicable collection of digital entrepreneurs: FIs ought to develop a framework for choosing digital entrepreneurs and managing potential conflicts of curiosity arising from such engagements. FIs also needs to make sure that these digital entrepreneurs are apprised of the FI’s digital promoting practices and regulatory necessities, which can be communicated by formal agreements or common coaching.
- Efficient oversight of digital entrepreneurs: FIs ought to set up mechanisms to watch all digital promoting actions, together with these carried out by exterior digital entrepreneurs.
- Implementation of disciplinary motion: FIs ought to take acceptable disciplinary measures in opposition to digital entrepreneurs who have interaction in misconduct. The severity of the disciplinary motion needs to be commensurate with the circumstances of the state of affairs, with stricter penalties for repeat offenders.
The Digital Promoting Pointers are principles-based, and every FI ought to take into account how finest to use every safeguard within the context of its enterprise mannequin, buyer base, and in a way commensurate with the related dangers of the digital media used.
2. Monetary Content material Creation Information
The Monetary Content material Creation Information offers on-line content material creators with a guidelines of seven sensible “must-knows” when sharing monetary info on-line:
- Accountable sharing of knowledge: Content material creators ought to current correct info, clarify dangers and rewards clearly, and take into account the monetary pursuits and well-being of their followers.
- Forms of monetary ideas that may be shared: Content material creators might share ideas that encourage knowledgeable decision-making, promote unbiased analysis, and emphasise fundamentals like understanding private threat tolerance and studying the effective print.
- When a licence is required for offering monetary recommendation: A licence is required when the content material creator offers suggestions on shopping for, promoting or holding particular funding merchandise, or tailors the recommendation to a person’s circumstances.
- When a licence is required for dealing in capital markets merchandise: A licence is required when the content material creator helps traders submit their purchase or promote orders for capital markets merchandise to a different particular person, or solicits or induces traders to purchase or promote capital markets merchandise from/to a different particular person.
- examine the legitimacy of an FI: Content material creators ought to confirm that the FI is listed in MAS’ Monetary Establishments Listing and train warning when requested to advertise for entities flagged on MAS’ Investor Alert Listing.
- maintain promotional content material skilled and compliant: Content material creators ought to adjust to the Singapore Code of Promoting Observe and confirm such compliance with the MAS-licensed FI when selling for them.
- Disclosure of sponsored content material: Content material creators needs to be clear about any type of compensation acquired.
* * * * *
© 2025 Baker & McKenzie. Wong & Leow. All rights reserved. Baker & McKenzie. Wong & Leow is integrated with restricted legal responsibility and is a member agency of Baker & McKenzie Worldwide, a world regulation agency with member regulation corporations all over the world. In accordance with the widespread terminology utilized in skilled service organizations, reference to a “principal” means an individual who’s a associate, or equal, in such a regulation agency. Equally, reference to an “workplace” means an workplace of any such regulation agency. This will likely qualify as “Legal professional Promoting” requiring discover in some jurisdictions. Prior outcomes don’t assure an identical final result.
In short
On 25 September 2025, the Financial Authority of Singapore (MAS) launched initiatives aimed toward selling accountable promoting and sharing of monetary content material on-line.
The MAS has issued the next steering:
- Pointers on Requirements of Conduct for Digital Promoting Actions (“Digital Promoting Pointers“), which come into impact on 25 March 2026
- Information on Accountable Monetary Content material Creation (“Monetary Content material Creation Information“), which was developed by MAS in collaboration with the Promoting Requirements of Authority of Singapore (ASAS)
By establishing expectations for each monetary establishments (FIs) and on-line content material creators to conduct digital promoting in a accountable {and professional} method, the steering above goals to forestall the unfold of deceptive monetary content material which might result in client hurt.
Moreover, the MAS has signalled its intent to actively implement these requirements by saying that it’ll challenge advisory letters to 5 content material creators who might have offered monetary recommendation and not using a licence.
FIs are inspired to assessment their present digital promoting practices and implement acceptable safeguards in accordance with the Digital Promoting Pointers forward of the efficient date of 25 March 2026.
Equally, on-line content material creators ought to make sure that their monetary content material is aligned with the seven “must-knows” outlined within the Monetary Content material Creation Information.
1. Digital Promoting Pointers
The Digital Promoting Pointers apply to all FIs and individuals appearing on behalf of FIs in respect of digital promoting actions involving monetary initiatives and companies promoted by way of digital media. The rules emphasise that the Board and Senior Administration stay accountable for making certain that their FI’s digital promoting practices adjust to the expectations set out within the Digital Promoting Pointers.
The important thing market conduct safeguards set out by the Digital Promoting Pointers are as follows:
- Choice of acceptable digital media: FIs ought to assess the suitability of every digital platform earlier than promoting monetary services and products on it, taking into consideration elements corresponding to market conduct or reputational dangers related to the platform, the platform’s promoting insurance policies, and whether or not efficient management will be exercised over the content material disseminated by the platform.
- Outstanding and acceptable disclosures: FIs ought to make sure that every commercial shouldn’t be deceptive when considered independently, by assessing and addressing the dangers arising from the constraints of digital media (e.g., format constraints). Clear and legible disclosures on salient dangers needs to be displayed.
- Applicable collection of digital entrepreneurs: FIs ought to develop a framework for choosing digital entrepreneurs and managing potential conflicts of curiosity arising from such engagements. FIs also needs to make sure that these digital entrepreneurs are apprised of the FI’s digital promoting practices and regulatory necessities, which can be communicated by formal agreements or common coaching.
- Efficient oversight of digital entrepreneurs: FIs ought to set up mechanisms to watch all digital promoting actions, together with these carried out by exterior digital entrepreneurs.
- Implementation of disciplinary motion: FIs ought to take acceptable disciplinary measures in opposition to digital entrepreneurs who have interaction in misconduct. The severity of the disciplinary motion needs to be commensurate with the circumstances of the state of affairs, with stricter penalties for repeat offenders.
The Digital Promoting Pointers are principles-based, and every FI ought to take into account how finest to use every safeguard within the context of its enterprise mannequin, buyer base, and in a way commensurate with the related dangers of the digital media used.
2. Monetary Content material Creation Information
The Monetary Content material Creation Information offers on-line content material creators with a guidelines of seven sensible “must-knows” when sharing monetary info on-line:
- Accountable sharing of knowledge: Content material creators ought to current correct info, clarify dangers and rewards clearly, and take into account the monetary pursuits and well-being of their followers.
- Forms of monetary ideas that may be shared: Content material creators might share ideas that encourage knowledgeable decision-making, promote unbiased analysis, and emphasise fundamentals like understanding private threat tolerance and studying the effective print.
- When a licence is required for offering monetary recommendation: A licence is required when the content material creator offers suggestions on shopping for, promoting or holding particular funding merchandise, or tailors the recommendation to a person’s circumstances.
- When a licence is required for dealing in capital markets merchandise: A licence is required when the content material creator helps traders submit their purchase or promote orders for capital markets merchandise to a different particular person, or solicits or induces traders to purchase or promote capital markets merchandise from/to a different particular person.
- examine the legitimacy of an FI: Content material creators ought to confirm that the FI is listed in MAS’ Monetary Establishments Listing and train warning when requested to advertise for entities flagged on MAS’ Investor Alert Listing.
- maintain promotional content material skilled and compliant: Content material creators ought to adjust to the Singapore Code of Promoting Observe and confirm such compliance with the MAS-licensed FI when selling for them.
- Disclosure of sponsored content material: Content material creators needs to be clear about any type of compensation acquired.
* * * * *
© 2025 Baker & McKenzie. Wong & Leow. All rights reserved. Baker & McKenzie. Wong & Leow is integrated with restricted legal responsibility and is a member agency of Baker & McKenzie Worldwide, a world regulation agency with member regulation corporations all over the world. In accordance with the widespread terminology utilized in skilled service organizations, reference to a “principal” means an individual who’s a associate, or equal, in such a regulation agency. Equally, reference to an “workplace” means an workplace of any such regulation agency. This will likely qualify as “Legal professional Promoting” requiring discover in some jurisdictions. Prior outcomes don’t assure an identical final result.
