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Singapore’s Monetary Authority (MAS) and the Advertising Standards Authority (ASAS) have introduced new guidelines for responsible financial content, effective March 25, 2026, following past controversies such as unlicensed trading platform promotions and the Chocolate Finance saga. These rules aim to curb misleading “finfluencer” content and ensure creators avoid giving personalised financial advice or inducing panic and FOMO through posts.
Finfluencers like Seth Wee (Sethisfy), Chris Chong (HoneyMoneySG), and Kelvin Tan said the guidelines reinforce practices they already follow, such as transparency and educational framing over recommendations. Chong plans to stress that financial advice should not be one-size-fits-all, while Tan has toned down sensational content and now avoids risky topics like cryptocurrency.
The guidelines also hold financial institutions accountable for marketing content shared through influencers and state that disclaimers such as “not financial advice” do not remove legal liability. Content creators are urged to disclose sponsorships clearly and balance pros and cons in financial product reviews.
Veteran creators like Aaron Wong (The MileLion) and Dawn Cher (SG Budget Babe) welcomed the changes, saying clearer disclosure is overdue and vital for audience trust. They noted that some lifestyle influencers unknowingly promoted unregulated platforms like Octa due to a lack of due diligence.
MAS recently issued advisory letters to five creators for potentially offering unlicensed advice and warned of future enforcement. Some finfluencers proposed a separate licensing scheme for financial educators. Overall, the industry views the move as necessary to professionalise the space and protect consumers from misleading or risky content.
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