In today’s digital landscape, information is available at unprecedented speed, enabling swift and data-driven decision-making across industries. However, this accessibility increases the importance of credible financial communications. Financial institutions must ensure that communications remain accurate, transparent and trustworthy.

MAS Guidelines for Digital Advertising

The Monetary Authority of Singapore (MAS) has recognised the growing influence of digital content in shaping public financial behaviour. In September 2025, MAS issued the Guidelines on Standards of Conduct for Digital Advertising Activities (FSG-03) (the Guidelines) to ensure that Regulated Financial Institutions (which includes Capital Markets, Payments, Licensed and Exempt Financial Advisers and Insurance Companies and Brokers) and their representatives uphold professional and ethical conduct when communicating online.  These Guidelines, which take effect on 25 March 2026 emphasise that “responsibility starts at the top” and extends throughout every layer of digital communication.

As outlined in the Guidelines, Regulated Financial Institutions (RFIs) are expected to uphold strong governance and oversight when promoting products and services through digital channels. In particular, RFIs should:

1. Assess and ensure that their choice of digital media is appropriate for advertising financial products and services to customers.
2. Evaluate the characteristics and limitations of each digital medium. RFIs should identify and address the associated risks, while ensuring that all material disclosures are presented prominently and clearly.
3. Carefully assess and select digital marketing partners, ensuring they understand and comply with the institution’s advertising standards and regulatory requirements.
4. Monitor digital advertising activities carried out by these partners to maintain effective oversight.
5. Take prompt and appropriate action to address any misconduct or malpractices in digital advertising.

These Guidelines sit alongside the Financial Advisers Regulations (FAR), the Securities and Futures (Licensing and Conduct of Business) Regulations [SF(LCB)R], and MAS Fair Dealing Guidelines. Where standards overlap, financial institutions should apply the stricter requirement to ensure the highest level of compliance and consumer protection.

In essence, these safeguards demonstrate that integrity should guide innovation. As digital platforms evolve, governance structures must adapt accordingly to preserve public confidence.

Regulatory Pressure and Market Impacts

The issuance of the Guidelines is timely, given the increasing adoption of digital channels by RFIs. At the same time, recent developments have highlighted the growing importance of regulatory compliance in Singapore’s financial sector.

Shortly after issuing the Guidelines, MAS issued advisory letters to five online content creators suspected of providing unlicensed financial advice. This development highlights that regulatory action may extend beyond RFIs to individuals involved in disseminating financial content. (Source: Channel News Asia, 2025).

This wave of regulatory activity reinforces several implications for Singapore’s financial institutions:

Implications for RFIs

• Heightened Governance and Accountability: Boards and Senior Management are accountable and should ensure oversight and safeguards are embedded in policies, systems and processes.
• Third-Party Risk Management: RFIs should conduct appropriate due diligence on influencers and marketing agencies. Failures by external partners may expose the institution to regulatory action.
• Reputational Sensitivity: As MAS and the public become more vigilant, misleading digital campaigns can rapidly trigger reputational crises.
• Operational Adjustments: Firms are investing in social-media monitoring tools and internal content review systems and processes to comply with MAS expectations.

As reported by The Straits Times, the Guidelines were introduced amid growing regulatory attention on online financial content and digital advertising activities within Singapore’s financial sector.

The Ethics of Sharing Financial Content

Beyond regulatory frameworks, professionals play an essential role in upholding integrity in online financial communications. Drawing from MAS “7 Must-Knows When Sharing Financial Information Online” guidance, effective professional practices include the following basics:

• Share Responsibly: Encourage informed decision-making and emphasise the importance of understanding personal risk tolerance. Encourage independent research and professional advice where appropriate. Individuals should also review the relevant terms and conditions before making financial decisions. Promote budgeting, be cautious against overspending, and always advise reading the fine print and terms & conditions.
• Build Trust with Followers: Present accurate information and explain both risks and rewards clearly. Be mindful of your impact; don’t exploit FOMO (Fear of Missing Out) or induce panic. Consider your followers’ financial interests and well-being.
• Licensing Obligations: You may need a licence from the MAS when recommending specific investment products or tailoring advice to individual circumstances. Disclaimers such as “this is not financial advice” do not absolve legal responsibility.
• Choose Collaborations Carefully: Verify credibility and business viability before promoting any financial institution. Consider checking the MAS Financial Institutions Directory. Additional caution may be warranted where an entity appears on the MAS Investor Alert List.
• Keep Promotional Content Professional and Compliant: Follow the ASAS Code of Advertising Practice and MAS-related advertising rules such as ASAS Social Media Guidelines. Always confirm details with the MAS-licensed financial institution before posting.
• Disclose Sponsored Content: Be transparent with any form of compensation to build and maintain trust with your audience.

These principles go beyond compliance as they represent an ethical foundation that builds trust with stakeholders, clients, and the public.

Building Digital Integrity

While compliance frameworks set minimum standards, true resilience lies in cultivating a culture of digital integrity. Regulated Financial Institutions can do this by:

• Embedding Content Verification Protocols: Subject all financial content, including social media posts, blog entries, and influencer materials, to internal verification before publication.
• Investing in Training and Awareness: Equip staff, marketers, and digital partners with regular training on MAS requirements, ethical advertising, and the risks of misinformation.
• Leveraging Technology and Analytics: Adopt monitoring tools that flag high-risk content or non-compliant posts in real time.
• Promoting Cross-Departmental Accountability: Compliance must be a shared responsibility across leadership, marketing, risk, and legal functions.
• Fostering Transparency and Trust: Encourage open disclosure of partnerships, content sources, and potential conflicts of interest.

When integrity becomes embedded in organisational culture, compliance shifts from being a box-ticking exercise to a competitive differentiator that enhances both reputation and market trust.

Conclusion

Financial information is the currency of trust in today’s interconnected marketplace. As digital communication reshapes how financial institutions engage with clients and the public, the responsibility to ensure accuracy, transparency, and ethical conduct has never been greater. By aligning with MAS’s Guidelines on Digital Advertising Activities, practising responsible content sharing, and fostering a culture of digital integrity, organisations can not only meet regulatory expectations but also strengthen long-term stakeholder confidence.

How can Curia Regis Assist?

Curia Regis helps firms operating in today’s digital landscape to ensure their online financial content meets regulatory expectations, protects reputational and capital-markets risk, and builds stakeholder trust. Our assistance includes:

• Digital Financial-Information Readiness Assessment – diagnosing where clients’ online financial-content workflows, disclosures, statements stand versus MAS & industry expectations.
• Framework & Policy Implementation – building/updating policies, approval processes, oversight frameworks, third-party governance around financial promotions and digital content.
• Training & Awareness for Digital Channels – onboard marketing, social-media, fintech teams on obligations when sharing financial info online (e.g., disclosures, “not financial advice” limitations).
• Ongoing Monitoring & Remediation – Exercise vigilance over digital advertising campaigns and financial social media communications, ensuring timely detection, remediation, and reporting of any compliance breaches.
• Crisis Response & Advisory – in case of misstatement, misleading financial content, or regulator inquiry, Curia Regis can act as strategic advisor for remedial actions, reputational protection and regulatory responses.

You can reach us here or email admin@thecuriaregis.com to get in touch.