Meta is implementing stricter advertising policies for financial services in India, effective July 31. Advertisers promoting securities and investment ads targeting Indian users, including global campaigns, will be required to verify both the beneficiary and payer of the ads. This action is in response to Indian regulatory standards and aims to enhance transparency in financial advertisements.
To comply, advertisers must provide a valid Securities and Exchange Board of India (SEBI) registration number for the individual or entity involved in the transaction. If registration is not applicable, advertisers can utilize identity or business verification as an alternative. This verification information will be displayed publicly on the ads and in Meta’s Ad Library for up to seven years.
The new verification process will be applicable to all advertisers by July 31, with verification tools being gradually rolled out starting June 26 and globally available by July 28. Advertisers are expected to complete the verification process within one month of becoming eligible.
Key steps for compliance include:
- Verify Beneficiary and Payer Information: Advertisers must use Meta Business Suite’s Authorizations and Verifications tab or endorsed ad tools to confirm details about who benefits from and pays for the ad campaign.
- Add Verified Details to Ads: Upon successful verification, advertisers must select the verified beneficiary and payer during ad setup, with these details displayed in a disclaimer, including the SEBI registration number when applicable.
- Use Ad Settings: Advertisers have the option to set default beneficiary and payer information in their Ad Settings or apply specific parameters at the ad set level.
Existing active ads created before July 31 are exempt from updating with the new disclaimer if verification is completed. Meta urges advertisers to handle their verification efficiently, as delays may occur due to the need for business documents or secure access to accounts. Brands should also maintain at least partial access to any accounts that are running ads on their behalf.
