
Are You Prepared for Facebook’s 2025 Advertising Compliance Changes?
Starting in February 2025, Facebook is introducing new verification requirements for advertisers promoting financial products and services to Australian users. If you’re running paid ads for financial services, here’s what you need to know to stay compliant and continue advertising effectively.
What’s Changing?
Facebook’s new policy aligns with the Australia Online Scams Code and aims to enhance consumer protection by reducing fraudulent financial ads. The key change? Advertisers must now prove they are licensed or authorised to promote financial services in Australia.
Who Does This Affect?
These changes apply to anyone running ads for financial products or services on Facebook and Instagram. This includes:
✔️ Financial advisers & planners
✔️ Mortgage brokers
✔️ Investment firms & wealth managers
✔️ Insurance providers
✔️ Superannuation & SMSF services
✔️ Any business promoting regulated financial products
What Are the New Requirements?
To continue advertising on Facebook, businesses must complete Meta’s Advertiser Authorisation Process. This will require:
Proof of Authorisation – Advertisers must provide evidence that they:
Hold an Australian Financial Services Licence (AFSL), or
Are an authorised representative of an AFSL holder.
Declaration of Exemption – If your business is exempt from AFSL requirements, you must declare and prove this.
Verification Process – Facebook will review and approve businesses before they can run financial service ads.
What Should You Do Now?
✔️ Check Your Licensing Status – Ensure you hold an AFSL or are an authorised representative.
✔️ Prepare for Verification – Gather relevant documentation to prove compliance.
✔️ Stay Updated – Facebook may release more details before the deadline.
✔️ Adjust Your Marketing Strategy – Consider alternative ways to engage your audience if needed.
How We Can Help
Navigating regulatory changes can be complex. If you need guidance on how these updates affect your business, we’re here to help. Whether it’s understanding AFSL requirements, adjusting your digital marketing strategy, or ensuring compliance, we can support you.
📩 Have questions? Get in touch with us today to ensure your financial services advertising remains compliant.
Stay ahead of the changes
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