Overview

• The guidelines take effect on Mar 25, 2026 and cover all financial institutions and their appointed third parties, including online content creators.
• Five safeguards require appropriate platform selection, clear and fair content with prominent disclosures, robust selection and oversight of digital marketers, and disciplinary measures for breaches.
• Boards and senior management remain accountable for all digital advertising, with reposts and shares counted as advertisements and mandatory monitoring and reporting of unauthorised activity to authorities.
• MAS issued confidential advisory letters to five unnamed creators for potentially giving unlicensed financial advice and warned that continued violations will trigger enforcement.
• MAS and the Advertising Standards Authority of Singapore released a ‘7 Must-Knows’ guide for creators and clarified that disclaimers such as “this is not financial advice” do not remove legal liability.