Klarna Docs - BNPL Advertising Guidelines

BNPL Advertising Guidelines

Klarna offers two different BNPL Products in the UK: 

  • Pay in 3 instalments allows a consumer to spread the cost over 3 equal payments. This product is completely interest-free and there are no late fees. 
  • Pay in 30 days allows a consumer to get up to 30 days to pay for their goods with no late fees or interest. 

These BNPL Product Advertising Guidelines tell you what to do when advertising Pay in 3 and Pay in 30 Instalments products, together defined as  “BNPL Products”. Remember that it is also your responsibility to learn and understand the laws governing the advertising of unregulated financial products.

  • All Partner marketers who are responsible for UK marketing initiatives for BNPL Products;
  • Partner legal and compliance teams; and
  • Marketers looking for guidance on Klarna UK marketing compliance for BNPL Products.
  • Any other interested or relevant individuals within our partners.

Outlined below are some pre-approved examples of what you can and must do in respect of BNPL Product promotions, disclosures and messaging when advertising BNPL Products.

What is a disclosure? 
A disclosure is required to be added on most BNPL Product promotions so that consumers understand the nature and features of the BNPL Product they are using. 

What is a risk warning?
A risk warning forms part of the disclosure and should be presented closely together with any benefits being promoted. Risk warnings highlight the possible negative consequences of a purchase or (mis)use of a product and provide information that ideally helps a potential customer to weigh up whether the product is suitable for them.

An “Invitation to Credit” is a prompt or encouragement to use a BNPL product.

There are some specific pre-approved examples that you can use in your BNPL Product promotions that do not require disclosure. These may be included in the BNPL Product promotion and/or accompanying body copy in social media, for example.

No Disclosure is required if you use the below prompts:

  • “Klarna available”.
  • “Klarna available at checkout”; or
  • [Klarna logo]

If you choose to only use these three options listed above, you do not need to add the disclosures and risk warnings outlined on the following pages.

Disclosure is required if you use the below Invitation to Credit prompts: 

  • “Shop now. Pay over time with Klarna”.
  • “Get more time to pay with Klarna”.
  • “Shop now. Pay with Klarna”.
  • “Pay smarter with Klarna”.
  • “Shop now. Pay in 3 with Klarna”.
  • “Split your purchases into 3 interest-free payments”.
  • “Try before you buy”.
  • “Get it. Try it. Buy it”.
  • “Try before you buy. Get 30 days to pay”.
  • “Shop now. Pay in 30 days with Klarna”.

If you choose to use these options these are "Invitation to Credit" and therefore require disclosures and risk warnings outlined below. As well as using the pre-approved risk warning you must also accompany your BNPL Product promotion with a link to the Klarna terms and conditions page or to your dedicated Klarna Frequently Asked Questions page that includes Klarna’s terms and conditions and a pre-approved disclosure.

Make sure that the disclosure is easy for consumers to see.

Below we have provided the appropriate disclaimer for a selection of common marketing channels in which you might promote Klarna and its products. Please copy the text, replacing the elements in bold which apply to your company and the Klarna products featured in the promotion. Remember, if you are using Klarna Brand BNPL Messaging with no specific product referenced, you will need to include every Klarna BNPL product that you offer.

[Your legal entity name] is not a lender and acts only as an introducer. Please spend responsibly. Borrowing beyond your means could seriously affect your financial status. Klarna’s [Pay in 3 instalments] [and] [Pay in 30 days] credit agreement[s] are not regulated by the FCA. 18+, UK residents only. No interest, no fees. Credit subject to status. T&Cs apply. klarna.com/uk/terms-and-conditions

[Your legal entity name] is not a lender and acts only as an introducer. Please spend responsibly. Borrowing beyond your means could seriously affect your financial status. Klarna’s [Pay in 3 instalments] [and] [Pay in 30 days] credit agreement[s] are not regulated by the FCA. 18+, UK residents only. No interest, no fees. Credit subject to status. T&Cs apply. klarna.com/uk/terms-and-conditions

[Your legal entity name] is not a lender and acts only as an introducer. Please spend responsibly. Borrowing beyond your means could seriously affect your financial status. Klarna’s [Pay in 3 instalments] [and] [Pay in 30 days] credit agreement[s] are not regulated by the FCA. 18+, UK residents only. No interest, no fees. Credit subject to status. T&Cs apply. klarna.com/uk/terms-and-conditions

[Your legal entity name] is not a lender and acts only as an introducer. Please spend responsibly. Borrowing beyond your means could seriously affect your financial status. Klarna’s [Pay in 3 instalments] [and] [Pay in 30 days] credit agreement[s] are not regulated by the FCA. 18+, UK residents only. No interest, no fees. Credit subject to status. T&Cs apply. klarna.com/uk/terms-and-conditions

[Your legal entity name] is not a lender and acts only as an introducer. Please spend responsibly. Borrowing beyond your means could seriously affect your financial status. Klarna’s [Pay in 3 instalments] [and] [Pay in 30 days] credit agreement[s] are not regulated by the FCA. 18+, UK residents only. No interest, no fees. Credit subject to status. T&Cs apply.

Important: if you cannot provide a link in your bio for T&Cs then use the full URL in your post klarna.com/uk/terms-and-conditions

Please include this disclosure underneath your post:

[Your legal entity name] is not a lender and acts only as an introducer. Please spend responsibly. Borrowing beyond your means could seriously affect your financial status. Klarna’s [Pay in 3 instalments] [and] [Pay in 30 days] credit agreement[s] are not regulated by the FCA. 18+, UK residents only. No interest, no fees. Credit subject to status. See link in bio for T&Cs.

Important: if you cannot provide a link in your bio for T&Cs then use the full URL in your post klarna.com/uk/terms-and-conditions

  1. Update onsite messaging incl. banners with approved Klarna messaging
  2. The landing page is up-to-date - A reminder that it is mandatory for the Klarna landing page to be visible and easily accessible within the navigation of your website.
  3. FAQs page are up-to-date - A reminder that it is mandatory for the Klarna FAQs to be visible and easily accessible within the navigation of your website
  4. Email/CRM - BNPL Disclosures are included at the bottom of emails when talking about Klarna’s BNPL products
  5. BNPL Disclosures updated for all channels in use (TV, Billboard (Print or Digital), Website, Radio or Podcast & Social Media)
  6. Klarna T&Cs are one click away from the point of communication for all channels in use

If yes, GOOD TO GO.