Klarna Docs - Essentials


  • 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.

Our assets should not be altered in any way. Their orientation, color, and composition should remain precisely as indicated in these guidelines — with no exceptions.

  • Use our approved messaging to avoid misinterpretation of products and terms.
  • Don’t try to replicate Klarna branding. Make it clear that your brand is the sender by using your own visual identity (imagery, font, brand elements) and style.
  • Don’t include the Klarna badge or logotype in a headline or text.

Guiding principles for how not to promote BNPL Products:

  • You should never emphasise speed or ease of access to credit via Klarna.
  • You should never say that using BNPL Products may boost one’s mood.
  • You should never target BNPL Product promotions at vulnerable groups i.e, but not limited to, under 18s and those with debt problems.
  • You should never suggest Klarna is a solution to wider financial problems.
  • You may use a footnote to clarify a claim, but it must not contradict the advert's main claim and any consequences of using Klarna cannot be hidden in small print.
  • You should never encourage excessive, irresponsible or unaffordable spending through Klarna and should take particular care with expensive items which may go beyond consumers' usual spending habits.
  • You should avoid comparing Klarna with up-front payment in a way which suggests that more expensive items can be purchased through Klarna.