MAS Issues Guidelines on Online Finance Advertising from 2026

The Monetary Authority of Singapore (MAS) has issued new guidelines to regulate how financial institutions advertise on digital platforms, including social media, amid concerns over misleading content. The Guidelines on Standards of Conduct for Digital Advertising Activities, effective 25 March 2026, introduce five safeguards such as ensuring platforms are suitable, accounting for word and character limits, and avoiding promotions that highlight benefits while downplaying risks. A separate guide for online content creators was also published following consultation. MAS said complaints involving financial influencers rose to eight so far in 2025, mainly linked to two individuals, compared with an annual average of five over the past five years.