Singapore – The Monetary Authority of Singapore (MAS) has rolled out sweeping measures to tighten standards around online financial content and digital advertising, as it seeks to curb misleading practices that could harm consumers.
The new ‘Guidelines on Standards of Conduct for Digital Advertising Activities,’ effective from March 25, 2026, set clear expectations for financial institutions and their digital marketers–including influencers and affiliate partners–to ensure that promotions are accurate, balanced, and transparent.
The rules require firms to assess the suitability of digital platforms, make clear disclosures, monitor third-party advertising, and discipline errant marketers when necessary
MAS has also collaborated with the Advertising Standards Authority of Singapore (ASAS) to publish a practical checklist for online content creators, titled ‘7 Must-Knows When Sharing Financial Information Online.’
It reminds creators that disclaimers such as “this is not financial advice” do not shield them from liability if they make recommendations or tailor advice without a licence.
“They must adopt the appropriate safeguards to adhere to regulatory requirements and uphold consumer interests,” said Lim Tuang Lee, assistant managing director for capital markets at MAS.
The guide stresses the importance of building trust, disclosing sponsorships, and verifying the legitimacy of institutions before promoting them.
The guidelines also highlight Singapore’s firm stance on responsible digital finance communication, as regulators worldwide grapple with the risks posed by the fast-growing “finfluencer” economy.
“In today’s digital age, where there is increasing reliance on digital platforms that transmit information rapidly, financial institutions and content creators must ensure that the sharing of financial information and advertising of products and services are performed responsibly,” Lee added.
In addition, MAS confirmed it will issue advisory letters to five content creators suspected of giving unlicensed financial advice, warning that repeat offenders could face enforcement action.
