ESMA factsheet for finfluencers: tips for responsible financial advertising
21.01.26
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Supervision and Regulation
Advertising for a financial product or service is not comparable to advertising for conventional products. It can have considerable negative financial consequences.
The European Securities and Markets Authority (ESMA) has therefore published a factsheet aimed specifically at finfluencers. It shows the minimum legal and content requirements that must be met when communicating about financial products.
The most important points:
- Statements about financial products must be true, clear and not misleading.
- Finfluencers are responsible for their content even if they have no formal financial qualifications.
- Advertising must be clearly labeled as such.
- High-risk products require particular restraint and transparent risk warnings.
- Personalized recommendations may constitute investment advice requiring a license. Corresponding disclaimers offer no protection.
This content has been translated using a fully automated machine translation tool. Some content may not be accurately translated. More information.