Meta Tightens Rules for Financial Ads in Australia
From February 2025, Meta (parent company of Facebook, Instagram, and Threads) have introduced stricter regulations for financial services advertisers targeting Australian users. This policy aims to combat scams, prevent fraudulent ads, and protect users from misleading promotions, including deepfake celebrity endorsements.
Reach Marketing Group we stays ahead of digital advertising trends and helps businesses adapt to new policies while maintaining ad performance. If your company runs financial ads on Meta’s platforms, here’s what you need to know.
Key Changes for Financial Advertisers
Meta now requires financial advertisers to verify their identity and legitimacy before running ads. Here’s what’s changing:
- Businesses must provide an Australian Financial Services Licence (AFSL) number or declare an exemption.
- Individuals must upload a government-issued ID for verification.
- Advertisers must verify their business identity by submitting official documents and confirming their employment within the organisation, typically via a company email address.
These new rules apply globally to ads targeting Australian users. Additionally, ads will now include transparency disclaimers, disclosing who is behind them.
Why Meta Is Making These Changes
This policy update responds to growing concerns over investment scams on social media, which cost Australians $35 million in 2024 alone, part of a staggering $135 million in reported scam-related losses.
Public figures like Anthony Albanese and Gina Rinehart have been impersonated in fraudulent schemes, intensifying pressure on Meta to take action.
By introducing stricter verification processes, Meta aims to make it harder and more expensive for scammers to target users. Similar regulations have already been implemented in the UK and Taiwan, reflecting a global shift toward greater ad transparency and security.
What This Means for Financial Advertisers
While these changes add new compliance steps, they also create an opportunity for legitimate businesses to stand out as trusted providers in a highly regulated space.
At RSM, we specialize in navigating advertising policy changes to ensure your campaigns remain compliant and effective. Our expertise in digital advertising and compliance can help you adapt seamlessly.
How to Prepare for the New Rules
To ensure your business stays compliant and maintains ad performance, take these steps:
- Verify Your Documentation: Ensure your AFSL or government-issued ID is ready for submission.
- Update Your Ad Strategy: Adjust messaging to highlight trust, transparency, and credibility.
- Work With Experts: Partner with RSM for guidance on verification, compliance, and campaign optimisation.
How RMG Helps Businesses Stay Compliant
Reach Marketing Group stay ahead of regulatory changes and platform updates, ensuring your digital advertising remains effective. Our services include:
- Ad Compliance Consultation: We help businesses meet Meta’s new verification requirements without disrupting their ad performance.
- Campaign Optimisation: Our team fine-tunes ad strategies to maximise engagement while maintaining compliance.
- Transparency-Focused Messaging: We craft trust-building content to enhance brand credibility and customer confidence.
Stay Ahead of Digital Advertising Changes
Meta’s new financial advertising policies are part of a broader shift toward stricter regulations on digital platforms. Staying proactive and informed will be essential for businesses to maintain visibility and credibility. They are a good thing for Australian Financial Businesses and Australians.
If your company needs help navigating these changes or optimizing your digital advertising strategy, reach out to the Reach Marketing Group team today. Let’s build compliant, high-performing campaigns that drive results.
