Meta is rolling out a new set of rules in India that could tighten the screws on those promoting financial products on Facebook and Instagram without proper approval. The global tech giant has started asking all advertisers of investment-related content to publicly display their registration number with the Securities and Exchange Board of India (Sebi).
This comes months after Sebi itself issued a directive in March, telling all intermediaries — like mutual funds, stockbrokers, financial influencers and investment advisers — to register with platform providers such as Google and Meta before publishing their ads. That move was part of a broader effort to clamp down on investment scams that have been mushrooming on social media platforms.
Now, Meta seems to be turning Sebi’s direction into action. Starting June 26, advertisers who promote securities or investment products to Indian users — whether from within the country or globally — will need to go through a verification process. They’ll have to reveal who exactly is paying for the ad, who is benefiting from it, and include their Sebi registration number if they have one.
This requirement isn’t limited to ads created in India — even global campaigns that target Indian users will fall under the rulebook.
And it won’t be optional for long. By July 28, Meta expects all eligible advertisers to have access to this verification system. From July 31 onwards, compliance will become mandatory.
Advertisers and the people funding the ads must give their full name and Sebi registration number, assuming they’re registered. Meta says this info will be visible to the public — both while the ads are running and even after they’re over, for up to seven years in its Ad Library.
This move is aimed at shining a light on financial promotions that have so far thrived in the dark corners of social media — where a well-edited reel or shiny graphic can easily pass off as legitimate financial advice.
Verification isn’t just about ticking a box. Advertisers may be asked to upload official business documents or respond to a one-time passcode sent to a verified email address linked to their organisation’s website.
Meta also recommends that brands and clients should ideally have access to the ad accounts used to run their campaigns — especially if a third-party agency is doing the job for them.
Interestingly, Meta promises a one-month grace period once someone becomes eligible for verification. But let’s be honest — in the world of finance and digital ads, a month goes by in a blink.
