Klarna Docs - Legal Essentials When Advertising Klarna

Legal Essentials When Advertising Klarna

Klarna offers one "Buy Now Pay Later" (“BNPL”) Products in Ireland:

- Pay in 3 Instalments, defined as “BNPL Product(s)” throughout this document.

This guide is only for Klarna merchants. It covers how merchants should advertise BNPL Products to consumers in Ireland. The Advertising Standards Authority for Ireland is Ireland’s independent regulator of advertising, and it makes sure that everyone follows the advertising codes. 

Being legal, decent, honest and truthful and not misleading the consumer 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.

  • Always include a disclosure.
  • Always include a risk warning (inc. eligibility criteria). Risk warnings should not be less prominent than the potential benefits of the product/service. 
  • Use our short form disclosure if there is genuinely limited space.
  • Always provide a link to our terms and conditions www.klarna.com/ie/terms-and-conditions
  • Making it clear. All advertisements should be legal, decent, honest and truthful. All advertisements of financial products should be presented in a way that can be easily understood and must not take advantage of consumers' inexperience.

Each communication (whether it be a homepage banner, an email, a tweet or an Instagram post for example) needs to follow the rules, including being legal, decent, honest and truthful and not misleading the consumer.

Important notice

How you engage with our mutual customers is incredibly important to Klarna. If you don’t have the same ethos of adherence and compliance we may be forced to review our relationship.

These BNPL Product Merchant Advertising Guidelines confirm the requirements you need to follow when advertising BNPL Products in Ireland. Remember that it is also your responsibility to learn and understand the laws governing the advertising of financial products.

If you ever have any questions or are unsure, please reach out to your Klarna marketing contact initially. You can also chat with our Business support directly in the Merchant portal.