OJK’s New Rules for Financial Influencers: What Businesses Need to Know Under POJK 6 of 2026
Indonesian Financial Services Authority (OJK) has issued Regulation No. 6 of 2026 on the Conduct of Financial Sector Information Providers (POJK 6 of 2026) enacted on 26 May 2026. The regulation establishes standards for parties that are not licensed financial services businesses but provide financial information to improve public understanding or influence decisions about financial products.
The rules bring financial influencers, content creators, and other third parties who educate the public about, promote, or recommend financial products, including through social media, within a formal regulatory framework. They also impose specific obligations on financial services businesses that engage these parties, as follows:
Who is Covered & What They Must Do
POJK No. 6 of 2026 applies to Information Providers, meaning parties that provide financial information but are not licensed financial services businesses (PUJK). They must act in good faith and ensure that their content is clear, accurate, honest, and not misleading.
The regulation prohibit 4 kinds of conduct:
Promising guaranteed profits that don’t match a product’s characteristics
Comparing products without balanced and verifiable analysis
Promoting products that lack the required OJK license
Cooperating with unlicensed financial businesses such as illegal online lenders.
In addition, information providers must meet 3 disclosure requirements:
Commercial interests: any commission, remuneration, or referral benefit received in connection with the content must be disclosed
Identity & Credentials: providers must identify themselves, disclose any relationship with a PUJK, and state any relevant licenses or certifications they hold
Product Risk: Content concerning specified financial products must include appropriate risk warnings. These requirements cover high-risk products, such as shares and crypto-assets; complex products, such as unit-linked insurance; and peer-to-peer lending. The warnings must explain that the product carries risks, encourage the audience to conduct their own analysis, and make clear that the product may not be suitable for everyone. Similar warnings apply to buy now, pay later (BNPL) products.
Different Rules for Education, Marketing and Recommendations
POJK No. 6 of 2026 distinguishes between 3 types of financial content and the obligations differ for each:
Education: the content must cover benefits, risks, costs, consumer rights and obligations. Any financial simulation must include the calculation formula and an appropriate disclaimer.
Marketing: must be conducted under a cooperation arrangement with a PUJK. Crypto-assets may only be marketed through the PUJK’s official media.
Recommendations: may require a relevant license where applicable law demands one. For digital financial assets, providers without a license must hold a financial competency certification, and the asset being recommended must appear on the exchange-approved list.
This structure suggests that the same person posting about the same product may face different requirements depending on whether the content educates, promotes, markets, or recommends.
Obligations for Financial Businesses
POJK 6 of 2026 regulates not only content creators but also the financial services businesses that engage them. A PUJK using an Information Provider for marketing must ensure that the provider discloses its identity and relationship with the business, promotes only the licensed covered by the cooperation agreement, has the necessary competence, and handles consumer data appropriately.
The PUJK must also provide complete product information, periodically evaluate the provider’s marketing activities, and take responsibility for the provider’s statements in accordance with the regulation. Financial businesses therefore need to oversee promotional content published on their behalf rather than treating it solely as the creator’s responsibility.
Violations can lead to warnings, restrictions or suspension of activities, removal of management, license revocation, and fines of up to IDR 15 billion (subject to the applicable provisions).
Enforcement, Exemptions, and Timing
Enforcement of POJK 6/2026 may be done through a series of measures. These may begin with reprimands, directions, or written orders to Information Providers. If a violation continues, OJK may request that the Ministry of Communication and Digital Affairs remove the relevant content or block associated social media accounts. In urgent cases, OJK may seek immediate removal without first issuing guidance.
The regulation also provides exemptions for certain professionals acting under a code of ethics, such as educators and journalists, and for information initiated by government institutions, including Bank Indonesia. The scope and conditions of these exemptions should be assessed against the regulation’s specific provisions.
POJK 6/2026 takes effect on promulgation with existing marketing cooperation arrangements required to be brought into compliance within 6 months. Businesses should therefore review and update current influencer, affiliate, and other marketing agreements before the transition period expires.
What This Means for Business Owners
Financial institutions are now directly liable for promotional content published by influencers and affiliates on their behalf, requiring an immediate review of existing partnerships. Therefore, they need to review how they select, supervise, and work with influencers and affiliates. Moreover, content creators must also strictly distinguish between education, marketing, promotion, and recommendation, while avoiding undisclosed commercial interests, misleading comparisons, and unsupported promises in return.
To reduce compliance risks, businesses should review their influencer and affiliate agreements, verify the licensing status of relevant products and partners, establish clear disclosure and risk-warning requirements, implement content review procedures, and maintain appropriate human oversight of AI-generated content.
Taking these steps early can help businesses identify compliance gaps and address them before the transition period expires. Farida Law Office assists businesses with regulatory compliance, influencer agreement drafting, marketing content reviews, and risk management.
For further information, or for a consultation on how these changes affect your business or compliance obligations, please contact Farida Law Office (corporatesecretary@faridalawoffice.com).
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