BNPL Advertising Guidelines

Klarna offers one BNPL Product in Ireland: 

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. 

These BNPL Product Advertising Guidelines tell you what to do when advertising Klarna’s Pay in 3 instalments credit product defined as  “BNPL Products” throughout. 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 Irish marketing initiatives for BNPL Products;
• Partner legal and compliance teams; and
• Marketers looking for guidance on Klarna Irish marketing compliance for BNPL Products.
• Any other interested or relevant individuals within our partners.
• BNPL Product Promotions, disclosures, risk warnings and messaging.
• 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.

For example, the risk warning in our disclosure is this part: “Missed payments may affect your ability to use Klarna in the future”.

A BNPL Product promotion is a prompt or encouragement to use a BNPL product.

Examples where a disclosure is not required

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.

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.

If you choose to use these options these are BNPL Product Promotions 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.

You must not “bundle” financial promotions which refer to Klarna BNPL Products with other BNPL products and providers, for example:

In our view, “bundling” financial promotions contravenes the ASAI’s overarching principle of being “legal, decent, honest and truthful”. Since our terms differ significantly from other BNPL Products provided by different providers, i.e. we do not charge any late fees and have monthly repayment schedules rather than fortnightly, financial promotions “bundling” should not take place. Klarna does not support this type of marketing.

Below we have provided the appropriate disclosure for a selection of common marketing channels in which you might promote Klarna and its products. Please copy and paste the text of the relevant disclosure onto the relevant marketing communication.