Klarna offers two "Buy Now Pay Later" (BNPL) Products products in the UK:
together defined as “BNPL Products”.
This guide is only for Klarna merchants. It covers how merchants should advertise BNPL Products to consumers in the UK. Extra rules apply when merchants advertise Klarna’s regulated finance options. If you offer Klarna’s regulated financing, please go to the Regulated Financing Guidelines. The Advertising Standards Authority is the UK’s independent regulator of advertising, and it makes sure that everyone follows the advertising codes.
Being clear, fair and not misleading towards your consumers is important. Many merchants have shared with us what works for them and combined with our expertise, we’ve come up with some best practices outlined in this guide. The Advertising Guidelines have been designed to provide direction on what you can and can’t do but should not be seen as a substitute for legal review of marketing material.