The following advertising guidelines provide a general overview of the requirements you need to follow. Remember that it is also your responsibility to learn and understand the laws governing the advertising of financial products. If you ever have any questions or are unsure, please reach out to your Klarna marketing contact or firstname.lastname@example.org.
When advertising financial products, it is important that you make the right disclosures so that consumers can easily understand what is being advertised. You MUST include the disclosure. It MUST be easy for consumers to see. If you cannot put the disclosure directly next to the messaging, it must be on the same page using a reference text or reference symbol, or One click away using a hyperlink. Disclosures inform customers of actually available terms, they must be clear and conspicuous, they must be legible—no one should have to squint to read them: 8 pt. font size minimum is usually sufficient and contrast text with background color for full visibility.
If disclosures are separate from the messaging they modify, you need to connect the messaging and the disclosure together with one of the following:
Hyperlink: Learn more.
Reference text: See footer for details.
Reference Symbol: (e.g., *,†) If using a reference symbol, the claim ends with the reference symbol and the disclosure begins with the same reference symbol.
|Product Referenced||Example Advertising Messaging (list not exhaustive)||Required Disclosure|
|Pay in 4||4 interest-free payments of $X||*See Canadian payment terms. A higher initial payment may be required for some consumers.|
If you use social media influencers, bloggers, or other third parties to advertise Klarna and your business, there is more you need to know!
When social media influencers, bloggers, or other individuals receive any type of payment to endorse or otherwise mention a product (called an “endorsement”), they are required to disclose the existence of the relationship on the post where the endorsement was made. The Federal Trade Commission (FTC) has released a guide you can share with bloggers that explain in plain language when and where they need to make disclosures here. There is also more information available to social media influencers and bloggers here.
When social media influencers and bloggers endorse Klarna’s products, they are endorsing a financial product. Therefore, they need to do two things.