RBI Issues Final Guidelines on Marketing of Financial Products

The Reserve Bank of India (RBI) has issued final guidelines on advertising, marketing, and sale of financial products by regulated entities, effective January 1, 2027. These guidelines aim to address issues like mis-selling, dark patterns, and activities of direct selling agents (DSAs) and direct marketing agents (DMAs).

The guidelines, part of the RBI's 'Responsible Business Conduct' framework, were initially proposed in February 2026 as draft amendments. Feedback from stakeholders was reviewed, and necessary changes were incorporated before finalizing the directions. The guidelines apply to various entities, including commercial banks, small finance banks, payments banks, NBFCs, and cooperative banks.

Additionally, the RBI has updated its regulatory framework for 'Agency Business and Referral Services' offered by regulated entities. These amendments, also effective from January 1, 2027, aim to streamline the undertaking of financial services by entities like regional rural banks, urban cooperative banks, and housing finance companies.

The move is part of the RBI's broader effort to ensure transparency, protect consumers, and promote ethical practices in the financial sector. A detailed statement on feedback received during the consultation process has been included in the annexures of the guidelines.

These measures are expected to enhance consumer trust and accountability in the marketing and sale of financial products, ensuring that regulated entities adhere to responsible business practices.

Key Points

• RBI's new guidelines on financial product marketing take effect January 1, 2027.
• Guidelines address mis-selling, dark patterns, and agent activities.
• Amendments apply to banks, NBFCs, and cooperative banks.
• Feedback from stakeholders was reviewed before finalizing the guidelines.
• Updated rules also cover 'Agency Business and Referral Services.'

FAQ

When will the new RBI guidelines come into effect?

The guidelines will be effective from January 1, 2027.

What issues do the guidelines address?

They address mis-selling, dark patterns, and agent activities.

Source: Reserve Bank of India press release, Mon, 15 Jun 2026 18:35:00. https://www.rbi.org.in/scripts/BS_PressReleaseDisplay.aspx?prid=62938