Meta Makes SEBI Verification Must for Investment Ads in

Meta, the parent company of Facebook and Instagram, has announced a major policy shift to tackle the rising tide of unregulated financial advice and misleading investment promotions on its platforms in India. Starting July 31, 2025, all advertisers running securities and investment-related ads targeting Indian users—whether from India or abroad—will be required to verify their Securities and Exchange Board of India (SEBI) registration before their ads go live.

Why This Move? Tackling Unregulated Financial Advice

The decision comes amid growing concerns about “finfluencers” and self-styled market gurus using social media to lure users with unauthorized, and sometimes fraudulent, investment advice. SEBI and Meta have both noted a sharp increase in scams, deceptive testimonials, and false promises of guaranteed returns being promoted via social media platforms.

By enforcing SEBI verification, Meta aims to:

• Curb the spread of unauthorized financial advice
• Protect Indian users from investment scams
• Increase transparency and accountability in financial advertising

How the Verification Works

From June 26, Meta began rolling out verification tools to advertisers worldwide, with full access expected by July 28, 2025. Advertisers will have at least one month to complete the process once they become eligible.

Key requirements include:

• SEBI Registration: Advertisers must provide a valid SEBI registration number for the individual or organization benefiting from and paying for the ad.
• Public Disclosure: Each ad will display the verified advertiser’s name, SEBI registration number, and location, along with mandatory disclaimers.
• Ad Library Record: This information will also be stored in Meta’s Ad Library for up to seven years for public reference.

What If SEBI Registration Isn’t Needed?

Not all advertisers promoting financial content need SEBI registration. For those exempt—such as financial educators, skill trainers, or organizations not directly offering investment products—Meta has introduced alternative verification pathways:

• Individuals: Must submit a government-issued ID
• Organizations: Must upload business registration documents

Ads focused solely on financial education, skill-building, or general training do not require SEBI verification, but still must meet these alternate identity requirements. Brand-focused ads by banks, insurers, and financial news outlets are also exempt, provided they do not promote specific investment products or services.

What About Existing Ads?

Any ads launched before July 31, 2025, do not need to be changed, as long as the advertiser account is verified under the new system. The new rules apply only to ads created or edited after the deadline.

How Does This Affect Advertisers?

Advertisers must now:

• Verify the identity of the person or organization paying for and benefiting from the ad
• Submit the required SEBI or alternate verification documents via Meta’s Business Suite or Ads Manager
• Select the verified beneficiary and payer information during ad creation—these cannot be edited once the ad is live

Industry Impact and Regulatory Context

This move follows SEBI’s broader crackdown on unregulated financial influencers and fraudulent investment schemes. The regulator has already mandated that all financial advertisers register directly with each social media platform they use. Meta’s new policy brings its ad system in line with these regulatory expectations, setting a new standard for transparency in digital finance advertising.

Looking Ahead

As financial scams and misleading advice proliferate online, Meta’s SEBI verification mandate is a significant step toward safer, more trustworthy investment advertising for Indian users. It also sets a precedent for other platforms, both in India and globally, to prioritize user protection and regulatory compliance in the fast-evolving world of digital finance.