Klarna Docs - Legal essentials

Legal essentials

Read more about our advertising guidelines of how you use Klarna in your marketing.
  • Keep it simple.
    Don’t lose a customer because the payment instructions were too complicated, but do make it clear what you are offering.
  • Stand out for the right reason.
    Highlight the payment option you offer, but be sure to be clear, fair and not misleading.
  • Upstream too.
    Be sure to include Klarna throughout your site - before the shopper even gets to the checkout. Doing this will help make it clear that Klarna is the lender. Use our on-site messaging tool to create your landing page so Klarna can keep the FAQs updated.
  • Be sensitive to the situation.
    Consider what is going with your customers and in the wider market as a whole. Use this knowledge to decide how you promote and market Klarna in all your channels. One message does not fit all circumstances.
  • Avoid using icons only.
    Guide your customers through simple numbered steps instead, so they know exactly what to do next. 
  • Don't overcomplicate it.
    Prioritise clarity. Your customers will appreciate it on their way to the checkout. 
  • Don't encourage debt.
    Do not encourage shoppers to spend outside of their means. Using phrases such as ‘strapped for cash?’‘don’t wait until payday’ or ‘broke AF’ are unacceptable and irresponsible. You have an obligation to ensure your customers stay financially healthy.
  • Make sure your ads are socially responsible to consumers and society.
    Offers or benefits should not be linked to credit marketing which are likely to make the credit offer attractive.