Klarna Docs - Advertising guidelines

Advertising guidelines

Read more about our advertising guidelines of how you use Klarna in your marketing.

Essentials when advertising Klarna

  • 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.

Payment offerings

Klarna offers three different financing offerings in Netherlands: Pay now and Pay later (Post purchase financing).

Pay now (Betaal nu) Pay now is a flexible payment method where customers can choose from an online bank transfer or a direct debit. These payment methods offer security and the choice ensures an increase in conversion

Pay later (Betaal later) allows a consumer to pay only after receiving the item provides a friction-free shopping experience. Always ensure you provide a link to our terms & conditions page when you do marketing of our pay later products. The sender of marketing is responsible for staying informed about the laws and regulations that apply to marketing credit.

What must always be included when doing marketing of installments?

  • Number of payment months (6, 12, 24, 36)
  • Setup fee
  • Administrative fee
  • Annual interest
  • monthly payment
  • Total amount of payments
  • Of which total amount of credit
  • Effective interest rate
  • Lender and payee (Klarna Bank AB, and address)
  • Link to klarna.com for terms for full terms and conditions.

Klarna Terms & Conditions - NL