Digital Marketing For Australian Financial Services

Financial regulations are complex and constantly evolving. The agency should be familiar with the relevant regulations for online advertising and data privacy.

In digital marketing for Australian Financial Services, knowledge of compliance is crucial. Here’s a breakdown of key areas to understand:

Regulatory Bodies:

  • Australian Securities and Investments Commission (ASIC): ASIC is the primary financial services and credit regulator. Marketers should know ASIC’s guidelines, particularly Regulatory Guide 234 on advertising financial products and services.

Key Compliance Areas:

  • Misleading or Deceptive Conduct: ASIC prohibits marketing materials that mislead or deceive consumers. This includes exaggerated claims, guarantees, or omitting important information.
  • Target Market Considerations: Marketing materials should be tailored to the appropriate target audience and avoid making unsuitable recommendations.
  • Product Disclosure Statements (PDS): Financial products must have a PDS that clearly explains features, risks, fees, and other important details. Marketers should not make claims that contradict the PDS.
  • Responsible Lending: Marketers should avoid promoting unrealistic expectations of easy loan approvals or downplaying the risks associated with credit products.
  • Anti-Money Laundering (AML) and Know Your Customer (KYC): Financial institutions have KYC/AML obligations to identify and verify customers to prevent money laundering and terrorism financing. Marketing activities shouldn’t make it easier to bypass these requirements.

Additional Tips:

  • Restricted Terminology: Avoid using words like “independent,” “unbiased,” or “guaranteed” as restricted by the Corporations Act.
  • Clear and Prominent Disclosures: Disclaimers and warnings should be clear, easy to understand, and not hidden in fine print.
  • Substantiate Claims: All marketing claims about product features, performance, or benefits must be verifiable and supported by evidence.
  • Stay Updated: Regulations are constantly evolving. Stay informed about changes through ASIC’s website or industry publications.


By understanding these core compliance principles, financial services marketers can ensure their campaigns are truthful, fair, and meet all regulatory requirements. Remember, this is not an exhaustive list, so consulting with a legal professional is always recommended for complex matters.

Financial services have specific needs when it comes to digital marketing. Here’s what you should look for in an agency:

Industry Expertise:

The agency should have a proven track record in financial services marketing. This means experience with financial regulations, understanding of the target audience, and knowledge of successful financial marketing campaigns. Look for case studies and testimonials from past clients in the financial sector.

Compliance Knowledge:

Financial regulations are complex and constantly evolving. The agency should be familiar with the relevant regulations for online advertising and data privacy, such as KYC (Know Your Customer) and AML (Anti-Money Laundering).

Data-Driven Approach:

Finance is a data-driven industry, and your marketing should be too. The agency should have a strong understanding of analytics and be able to track the performance of your campaigns and demonstrate ROI (Return on Investment).

Security Focus:

Financial data is sensitive, so the agency should have robust security measures in place to protect your customer information.

Content Marketing Prowess:

Content marketing is a powerful tool for building trust and credibility in the financial services industry. The agency should be able to create high-quality, informative content that resonates with your target audience.


  • Understanding of Fintech: The financial services landscape is constantly evolving with Fintech. Look for an agency that embraces new technologies and can help you stay ahead of the curve.
  • Creative and Strategic Thinking: A strong financial services marketing agency will be able to develop creative and strategic campaigns that cut through the noise and reach your target audience.

By considering these factors, you can choose a digital marketing agency that will help you achieve your financial services marketing goals.

Need help with your digital footprint and marketing for Financial Services? Get in touch with us now!

Financial services have specific needs when it comes to digital marketing