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Online fraud is a serious problem and often involves financial services. We provide these policies to help your ads meet approval and protect consumers and businesses from being victimized. In addition to these policies, advertisers who promote financial products and services must ensure they comply with all applicable local laws and regulatory requirements.

Advertising for the following products and services is not permitted:
  • Ponzi schemes, pyramid schemes, or other legally questionable business opportunities, particularly if returns on investment rely solely on adding participants to the scheme or the consumer must pay a subscription fee or buy a specific product to join, and the value proposition of doing so is undefined.

Approved example

Save more of your money!
www.contoso.com
Learn this money saving tip
and save more.

Disapproved example

Save your money today!
www.contoso.com
Sign up for this secret or risk losing your savings!

Policy

Chain letters or the implication of bad fortune for non-participation is not allowed.
  • Chain letters or offerings that imply that non-participation might result in loss or bad fortune.
  • Solicitation of money from search users or fundraising activities unless for a registered charity or recognized organization.

Approved example

Support Local Veterans!
www.adatum.com
Find your local Help chapter
and donate today!

Disapproved example

Help the Jones Band!
www.contoso.com
Donate to help us fund our
new music video!

Policy

Solicitation of funds is not allowed except by recognized charities/organizations.
  • Virtual currencies designed to facilitate illegal purposes, e.g., to avoid applicable taxes, money laundering, promotion of fake/forged virtual currencies

Finance

Advertisers who promote financial products and services must ensure they comply with all applicable local laws and regulatory requirements.

Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela

Advertising is prohibited for the sale of credit cards, debit cards, stocks, bonds, securities and other financial items unless this is done by companies duly authorized to do so.

Hong Kong

Advertising for financial products must adhere to local requirements. Advertising for loans must contain the registration number either in the ad copy or on the landing page.

India

Advertising for bitcoin services and products are prohibited.

Malaysia

Advertisers may not promote collective investment schemes, insurance products, stock trading. Additionally, all bank products and services must be registered in the market where they are advertised.

Philippines, Singapore

All bank products and services must be registered in the market where they are advertised.

Republic of Ireland

  • Advertisers who promote financial products and services and who are based in the Republic of Ireland must be registered with the Financial Regulator.
  • Advertisers who promote financial products and services and who are not based in the Republic of Ireland must have passported authorization from another EU/EEA Member State in order to offer services in the Republic of Ireland and be authorized by the Irish or another EU/EEA Member State.

United States

Specific policies and restrictions are applicable to all advertising for financial products and services (i.e. banking/investment/money management products and services, loans, mortgage foreclosure prevention/protection, insurance products, etc.). As an advertiser, you are solely responsible for ensuring that your website, advertisements, and advertisement landing pages conform to all applicable federal, state and local laws, regulatory requirements and regulatory guidance.

All advertising for financial services and products must include all disclosures required by applicable federal, state and local law. These may include, without limitation:

  • material restrictions on use or availability of the advertised products or services
  • risk factors
  • qualifications
  • fees, costs and expenses
  • implications for non-payment (e.g., fees, collection practices, etc.)
  • genuine and current contact information or physical address (no PO Box) for the business being promoted

In addition, use in an advertisement of certain terms and conditions (e.g., “2.99% APR” for loan financing) may require disclosure of additional significant terms and conditions in the advertisement relating to the product or service. If permitted by applicable law, all necessary disclosure must at a minimum appear on the advertising landing page. Additionally, all advertisements must comply with the Bing Ads User Safety and Privacy policies.

Personal Loans

For the purpose of this policy, personal loans are those where an individual or organization lends money on a nonrecurring basis to an individual consumer.  Some examples of these types of loans are payday loans, pawnshops, and title loans. Lending for the purchase of a fixed asset or for educational purposes, such as a student loan or a car loan is not included in this policy. This policy applies to direct loan providers, lead generators, and those who connect lenders and consumers.  For all Personal Loans:

  • Minimum and maximum period for repayment must be clearly stated
  • The maximum APR must be provided (for purposes of this policy, APR considers all fees associated with the personal loan, including interest, initiation or late fees, or any fees related to the loan)
  • The total cost of the loan to the consumer, including all applicable fees must be disclosed
  • Loans cannot have an APR that exceeds 36% including all applicable costs and fees
  • Full repayment cannot be required in fewer than 60 days

Deceptive Advertisements

In addition to specific disclosure requirements, deceptive acts or practices in connection with the offering of consumer financial products or services are prohibited. An advertisement is deceptive if is discloses information, or omits material information, in such a way as to be misleading to a reasonable consumer. Material terms (i.e., terms that are likely to affect a consumer’s choice of, or conduct regarding, the product or service) must be disclosed prominently, in a manner that a reasonable consumer will notice, and in close proximity with claims that such terms modify. For example, stating that a car loan is available for no money down but disclosing additional regulatory costs in fine print or buried within other disclosures can be deceptive. In addition, it can be deceptive to misrepresent the terms of a loan, either by misstating the nature of the term (e.g., fixed versus variable interest rate) or through inequitable comparisons with other loan products.

Advertisements for certain financial products and services can raise appreciable compliance concerns and may attract heightened scrutiny. Such products and services may include, but are not limited to:

  • Automobile lending
  • Payday and other small-dollar credit (i.e., traditionally this has encompassed retail financial products that allow consumers to easily borrow small amounts of cash in return for their pledge of a check dated for the next payday as collateral. This may include short-term, low balance loans with high finance charges intended to help cover a consumer’s cash-flow shortages, usually requiring a the consumer to give electronic access to their
    bank accounts)
  • Debt settlement and debt relief (i.e., services to help renegotiate, settle or change terms of a borrower’s debt to a creditor or a debt collector)
  • Credit and fraud monitoring, identity theft protection services (e.g., services that provide alerts to potentially fraudulent activity or that offer
    credit reports)
  • Credit cards targeted at students, military and consumers with poor credit profiles (e.g., secured credit cards)
  • Virtual currencies
  • Brokerage services, stocks and bonds, futures, options trading services or other investment products and services

Disallowed Products and Services
Advertising for the following products and services is not permitted:

  • Services that “guarantee” financial return
  • Services that “guarantee” foreclosure prevention
  • Specific stocks, bonds, commodities, mutual funds, or other investment vehicles, including initial public offerings and “tips” on such products
    and services

United Kingdom

Advertisers must comply with the Financial Services and Markets Act 2000 (“FSMA”) and the Financial Services and Markets Act 2000 (Financial
Promotion) Order 2005.

  • Any advertiser carrying out a regulated activity under FSMA must be authorized by the Financial Conduct Authority (“FCA”) including, without limitation:
    • Mortgage providers, brokers and advisors
    • Investment businesses
    • Insurance providers, brokers and advisors
    • Secured loans providers, brokers and advisors
    • Deposit takers (banks)
  • Consumer credit firms must also be authorized by the FCA to carry out consumer credit activities.
  • Advertisements must adhere to policies that are set out by regulators with regards to advertisement creative, including but not limited
    to the following:
    • Any inducement to invest must make clear that the value of investments is variable and can go down as well as up.
    • Ad copy that includes a specific interest rate must also include text indicating that this is the typical APR. If the typical APR interest rate is included in the ad copy, the interest rate must be immediately followed by the text "(typical APR)."

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