The Monetary Authority of Singapore (MAS) has unveiled new initiatives to promote responsible online financial content sharing and advertising. Announced on 25 September 2025, these initiatives include the publication of Guidelines on Standards of Conduct for Digital Advertising Activities, which set expectations for financial institutions to manage risks associated with digital advertising. Additionally, MAS has issued a guide for online content creators to ensure compliance with regulatory requirements.
The guidelines, effective from 25 March 2026, were developed following a public consultation and apply to all financial institutions and their appointed third parties, including online content creators. They focus on managing digital media challenges, ensuring clear disclosures, and establishing policies to monitor advertising activities.
In collaboration with the Advertising Standards Authority of Singapore (ASAS), MAS has also developed a guide titled “7 must-knows when sharing financial information online.” This guide provides content creators with key considerations, such as when a licence from MAS may be necessary and the importance of disclosing any compensation received.
Furthermore, MAS will issue advisory letters to five content creators who may have provided financial advice without a licence, urging them to align their practices with regulatory standards. Those who continue to offer unlicensed financial advice will face enforcement action.
Lim Tuang Lee, Assistant Managing Director (Capital Markets) at MAS, emphasised the importance of responsible information sharing in the digital age, stating, “Financial institutions and content creators must ensure that the sharing of financial information and advertising of products and services are performed responsibly.”
These initiatives underscore MAS’s commitment to safeguarding consumer interests and ensuring the integrity of financial information shared online.
