The Monetary Authority of Singapore (MAS) has unveiled new measures aimed at promoting responsible online financial content and advertising, as digital platforms increasingly become a primary source of information for consumers.
MAS has released its Guidelines on Standards of Conduct for Digital Advertising Activities, which set expectations for financial institutions and their appointed third parties, including online content creators. These new rules come into effect from 25 March 2026 and are designed to establish stronger safeguards against the risks associated with misleading or inappropriate online content.
The regulator stressed that while digital platforms such as social media can play a valuable role in educating the public on financial concepts, they also carry the risk of amplifying harmful or inaccurate material. In particular, MAS highlighted that some content creators may inadvertently be carrying out regulated activities without the necessary licences.
The new guidelines were developed following a public consultation and include several key safeguards. These require financial institutions to account for the unique challenges of digital media, ensure adequate disclosures are made, and implement internal policies to monitor online advertising practices. The measures are intended to protect consumers while ensuring firms adopt responsible and professional approaches to digital advertising.
In addition to the guidelines, MAS has collaborated with the Advertising Standards Authority of Singapore (ASAS) to produce a guide for online content creators, titled 7 must-knows when sharing financial information online. The guide covers practical considerations such as when a licence may be required, the need to verify product claims, and the disclosure of compensation for promotions.
As part of its supervisory efforts, MAS has also issued advisory letters to five content creators who may have provided unlicensed financial advice. These individuals have been instructed to amend their practices to align with regulatory standards. MAS has warned that continued breaches of licensing rules will result in enforcement action.
MAS assistant managing director (capital markets) Lim Tuang Lee said, “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. They must adopt the appropriate safeguards to adhere to regulatory requirements and uphold consumer interests.”
These initiatives underline MAS’s growing focus on the intersection of financial services, digital media, and consumer protection. With online content playing an ever-larger role in shaping retail investors’ decisions, the regulator’s measures are intended to strike a balance between enabling financial education and safeguarding against consumer harm.
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