MAS Tightens Oversight of Financial Advice With New Rules for Ads and Creators

The Monetary Authority of Singapore (MAS) is tightening its approach to financial content online, moving to curb misleading money tips and introducing new safeguards for digital financial ads.

MAS issued its Guidelines on Standards of Conduct for Digital Advertising Activities.

The guidelines take effect on 25 March 2026 and outline how financial institutions and their appointed third parties, including influencers, affiliate marketers and advertising agencies, should conduct digital marketing responsibly.

They call for stronger governance over online campaigns, proportionate safeguards for different digital platforms, clearer and more prominent disclosures of key product risks, and tighter oversight of digital marketers to ensure content is not deceptive or incomplete.

MAS has also partnered with the Advertising Standards Authority of Singapore (ASAS) to publish a guide for online content creators called “7 Must-Knows When Sharing Financial Information Online.”

The guide explains when a licence from MAS may be required, stresses that simply disclaiming “this is not financial advice” does not absolve creators of legal liabilities, and outlines steps to take before promoting financial products or services.

It highlights the importance of disclosing sponsorships or compensation, verifying that financial institutions are legitimate, and avoiding entities on MAS’ Investor Alert List.

As part of its enforcement efforts, MAS is issuing advisory letters to five content creators it believes may have provided financial advice without a licence.

They have been urged to adjust their content and practices to comply with regulatory requirements.

MAS said those who continue to provide financial advice without the necessary licence could face enforcement action.

“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,”

said Lim Tuang Lee, Assistant Managing Director (Capital Markets) at MAS.