Consultation Paper on Common Advertisement Code for Specified SEBI Regulated Entities Click here to provide your comments
What happened
SEBI released a Consultation Paper on June 23, 2026, proposing a Common Advertisement Code for specified SEBI-regulated entities. The paper seeks to standardize advertising norms across mutual funds, stockbrokers, investment advisers, research analysts, and portfolio managers. Currently, advertisement guidelines exist separately for different intermediaries under various SEBI circulars. The unified code aims to eliminate misleading promotions, ensure fair disclosure, and protect retail investors from exaggerated performance claims or unverified testimonials across all regulated financial intermediaries.
Why it matters
India's capital markets have expanded dramatically, with retail investor participation surging post-COVID. This growth has been accompanied by a proliferation of financial advertisements—on social media, OTT platforms, and digital channels—many of which carry misleading claims, unverified returns, or influencer endorsements that blur the line between education and solicitation.
Currently, SEBI's advertisement regulations are fragmented. Mutual funds follow AMFI's advertisement code aligned with SEBI's MF regulations; stockbrokers, investment advisers (IAs), and research analysts (RAs) have separate operational circulars governing their communication with clients. Portfolio Management Services (PMS) and Alternative Investment Funds (AIFs) also carry distinct norms. This patchwork creates regulatory arbitrage—an entity regulated under one category may advertise more aggressively than one under another.
The proposed Common Advertisement Code consolidates these norms into a single, harmonized framework. Key principles include: no false or misleading statements, mandatory disclaimers, prohibition on guaranteed return claims, restrictions on using past performance to project future returns, and clearer rules on celebrity or influencer endorsements (often called 'finfluencers').
For SEBI Grade A aspirants, this is significant because it reflects SEBI's Integrated Ombudsman-style approach to investor protection—moving from entity-specific rules to principle-based, activity-specific regulation. It also connects to SEBI's broader agenda of regulating finfluencers (2023 circular) and its consultation-based rule-making process under Section 11 of the SEBI Act, 1992.
Currently, SEBI's advertisement regulations are fragmented. Mutual funds follow AMFI's advertisement code aligned with SEBI's MF regulations; stockbrokers, investment advisers (IAs), and research analysts (RAs) have separate operational circulars governing their communication with clients. Portfolio Management Services (PMS) and Alternative Investment Funds (AIFs) also carry distinct norms. This patchwork creates regulatory arbitrage—an entity regulated under one category may advertise more aggressively than one under another.
The proposed Common Advertisement Code consolidates these norms into a single, harmonized framework. Key principles include: no false or misleading statements, mandatory disclaimers, prohibition on guaranteed return claims, restrictions on using past performance to project future returns, and clearer rules on celebrity or influencer endorsements (often called 'finfluencers').
For SEBI Grade A aspirants, this is significant because it reflects SEBI's Integrated Ombudsman-style approach to investor protection—moving from entity-specific rules to principle-based, activity-specific regulation. It also connects to SEBI's broader agenda of regulating finfluencers (2023 circular) and its consultation-based rule-making process under Section 11 of the SEBI Act, 1992.
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