Indonesia’s OJK sets new conduct rules for financial influencers
OJK’s POJK No. 6 of 2026 sets disclosure and competency expectations, and holds financial firms accountable for influencer campaigns with fines up to
Indonesia’s Financial Services Authority (OJK) has introduced a new framework that brings “financial information communicators”, including financial influencers, under formal conduct rules for how financial content is shared with the public.
Outlined in POJK No. 6 of 2026, the regulation targets content that aims to improve financial literacy or influence consumer decisions about financial products and services, with an emphasis on clarity, accuracy, accessibility, and avoiding misleading claims.
Table of contents
Jump to each section:
- What POJK No. 6 of 2026 regulates and why now
- How the rules change brand and influencer campaign accountability
- Recommendations vs education and marketing: where the bar is higher
- What marketers should know about finance creator compliance in Indonesia
What POJK No. 6 of 2026 regulates and why now
OJK’s POJK No. 6 of 2026 introduces standards for parties that publish financial content intended to improve financial literacy or influence decisions about financial products and services. The framework is positioned as a consumer protection measure as financial creators gain influence across social platforms, including in investments, capital markets, and digital assets.
A central intent is to ensure information is delivered in a way that is “clear, accurate, honest, accessible, and not potentially misleading,” while strengthening trust in the financial services ecosystem. In practice, that language raises the compliance expectations around influencer-led financial narratives that are often short-form, fast-moving, and distributed across multiple channels.
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How the rules change brand and influencer campaign accountability
A key feature of the framework is that responsibility does not sit with creators alone. OJK places significant accountability on Financial Services Business Actors (PUJK) that collaborate with influencers as part of marketing activity.
Under the regulation, financial institutions must ensure that influencers:
- clearly disclose their identity and commercial relationship with the company
- promote only products covered under their contractual agreement
- market products that have received OJK approval
OJK also indicates companies are responsible for ensuring creators have the necessary skills, competencies, or qualifications to communicate financial products appropriately, while complying with consumer data protection requirements.
Sanctions can include administrative penalties, including fines of up to IDR 15 billion (US$840,000). For marketing teams, that penalty level signals that influencer compliance cannot be treated as a “creator-side” issue. It becomes part of campaign governance, contracting, and review workflows.
Recommendations vs education and marketing: where the bar is higher
The regulation draws a clearer line between general education or marketing content and recommendations. Where recommendations require professional licensing under existing laws, influencers must obtain the relevant authorisation. OJK gives the example that individuals recommending capital market products must hold an investment adviser licence where required by regulation.
Digital financial assets are also called out. For cryptocurrencies and other digital financial assets, influencers providing recommendations will need competency certification and demonstrated knowledge of the financial services sector.
This distinction matters because the same creator content can blur categories depending on wording, format, and calls-to-action. “Explainer” content can turn into an implied recommendation through framing, certainty, or specific product prompts. The framework indicates OJK is trying to align parts of the influencer ecosystem more closely with professional standards used in regulated advice.
What marketers should know about finance creator compliance in Indonesia
The rules formalise influencer conduct expectations while expanding the role of brands and regulated entities in making sure marketing activity stays inside approved boundaries.
- Influencer briefs now need compliance-level precision
If a creator must only promote products covered by contract and approved by OJK, briefs and scripts need tighter product scope, claim boundaries, and clearer do’s and don’ts. - Disclosure is not just a platform best practice anymore
OJK explicitly expects identity and commercial relationship disclosure. Marketing teams should treat disclosure as a controlled campaign requirement, not an optional caption detail. - “Recommendation” language becomes a risk trigger
The framework creates a higher bar when content shifts from education to recommendations, including licensing or certification expectations in certain categories. Teams should audit copy patterns that imply advice. - Creator selection must include competency screening
OJK’s emphasis on skills, competencies, or qualifications means influencer vetting should include category fit and capability, not only reach and engagement. - Enforcement can extend into digital distribution
The regulation includes supervisory measures, written orders, and the authority to terminate access to electronic media where necessary. That raises the stakes for fast-moving campaign optimisation that can unintentionally drift into non-compliant territory.
Over time, frameworks like this can push finance and crypto marketing toward more documented approval processes, clearer segmentation between education and advice, and heavier reliance on pre-approved product language.
For brands, agencies, and influencers operating in Indonesia’s financial categories, the near-term implication is straightforward: the cost of ambiguity is rising. The more a campaign relies on creator voice and rapid iteration, the more important it becomes to design compliance controls that can keep pace with social publishing.
