Financial services are highly regulated. This means that Klarna and our merchants who advertise with us need to follow the laws and regulations that govern advertising financial products.
The following advertising guidelines provide a general overview of the requirements you need to follow. 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 Klarna.
This BNPL Guideline should be reviewed along with the Financing Guideline page for the US
YOU ARE LEGALLY RESPONSIBLE FOR THE CONTENT OF ADVERTISING THAT YOU CREATE.
THESE GUIDELINES DO NOT CONSTITUTE LEGAL ADVICE. PLEASE CONFER WITH YOUR INDEPENDENT LEGAL COUNSEL FOR ANY LEGAL ADVICE ON THE COMPLIANCE OF YOUR ADVERTISING.
The following Pay in 4/Pay in 30 Advertising Guideline provides a general overview of the requirements you need to follow when advertising Klarna’s Pay in 4 and Pay in 30 products. 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, please reach out to Klarna.
Please also ensure that you obtain advice from your own lawyers on all marketing activities.
This Pay in 4/Pay in 30 Advertising Guideline should be reviewed along with the Financing Advertising Guideline the Legal Disclosure Table and the Social Media Disclosures
| Product Referenced | Example Advertising Messaging (list not exhaustive) | Required Disclosure |
|---|---|---|
| Pay in 4 | Shop now. Pay in 4 with Klarna. *Split your purchase into 4 interest-free payments. | CA resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190. |
| Pay in 30 | Try before you buy. *Get it. Try it. Love it. *Shop now. Pay in 30 days with Klarna. * Try before you buy. Get 30 days to pay. | CA resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190. |
| Financing | Pay over time with monthly financing with Klarna. *Shop now. Pay over time with Klarna. | Monthly financing through Klarna issued by WebBank. |
| Pay in 4 and Financing, Pay in 30 and Financing, Pay in 4 and Pay in 30 and Financing | See above examples. | Monthly financing through Klarna issued by WebBank. Other CA resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190. |
The following additional disclosures need to be made when referencing payment terms of Pay in 4.
| Product Referenced | Example Advertising Messaging (list not exhaustive) |
|---|---|
| Pay in 4 |
| See payment terms. A higher initial payment may be required for some consumers. CA resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190. |
If your ad mentions Pay in 4 or Pay in 30 at all, the following disclosure is required to be included in the marketing materials.
- Disclosure: CA resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190.
Examples of messaging that references Pay in 4
- Shop now. Pay in 4 with Klarna.
- Split your purchase into 4 interest-free payments.
Examples of messaging that references Pay in 30
- Try before you buy
- Shop now. Pay in 30 days with Klarna.
- Try before you buy. Get 30 days to pay.
If your ad mentions both Pay in 4 and/or Pay in 30 and monthly financing, the following disclosure is required to be included in the marketing materials:
- Disclosure: Monthly financing through Klarna issued by WebBank. Other CA resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190.
Please ensure that you review our Financing Guideline for important information if you are advertising Klarna's financing products offered in partnership with WebBank.
When referring to payment terms for Pay in 4, e.g., 4 interest-free payments of $X, or Pay 25% today, the following disclosure must be included:
- Pay in 4 Disclosure: *See payment terms. A higher initial payment may be required for some consumers. CA resident loans made or arranged pursuant to a California Financing Law license. NMLS # 1353190.
Emails must include all disclosures for Klarna Products.
- The subject line and sender must be accurate and not misleading.
- Marketing emails must comply with the CAN-SPAM requirements.
For any videos/TV spots that mention Klarna products, all disclosures must be included.
- Disclosures can be verbal or shown on screen.
- Disclosures must be legible to a reasonable person (8 pt. or larger).
- Introduction of disclosures: Be sure they’re introduced at the same time as or before the product is referenced, with enough video left to keep it on screen for the required length of time.
- Disclosures can be over any visual as long as they’re easily visible at the bottom.
- Disclosures need to be based on a reading time of 3 words/second.