What rules govern advertising in credit intermediation?
Advertising is part of a credit intermediary's activity, whether through websites, social media, email campaigns or other promotional materials. However, communications in this sector are subject to specific rules set by the Bank of Portugal, designed to ensure transparency and protect consumers.
The main regulatory framework is Bank of Portugal Notice No. 5/2024, which has been in force since 1 July 2025. It establishes principles and requirements for three categories of advertising:
- Advertising of financial products and services: promotes specific credit products or financial services.
- Advertising of credit intermediation activities: promotes the services provided by the credit intermediary.
- Corporate advertising: promotes the entity, its brand or its image.
Each category has its own rules, so it is important to identify the nature of the message before preparing and publishing any campaign.
What information must advertising materials include?
Regardless of the channel used, communications must comply with the principles of accuracy, transparency, clarity and balance. The information provided must not mislead consumers or omit relevant conditions.
Advertising published by a credit intermediary must clearly identify the entity and include:
- Its name or company name;
- An indication that it carries out credit intermediation activities;
- Its registration number with the Bank of Portugal.
Certain expressions also require particular care. For example, messages such as “we have a loan for you” or “arrange your loan with us” may create confusion between credit intermediation and the granting of credit. If used, they must be accompanied by a reference to the entity's role as a credit intermediary, displayed with similar prominence.
Record-keeping and documentation: key obligations
Notice No. 5/2024 provides for advertising reporting obligations to the Bank of Portugal for the entities covered by the rules. It also requires proof of approval of advertising materials to be retained for two years.
Keeping documents organised makes it easier to monitor communications and respond to any requests for information.
How can technology support business management?
Managing clients, documents and processes requires organisation, particularly when a credit intermediary is handling several finance applications at the same time. Technology can help centralise information and simplify administrative tasks.
eGO CRM – Credit Intermediation allows professionals to centralise client and process data, organise documentation and monitor the different stages of their activity. This gives them a clearer overview of ongoing applications and more time to focus on supporting clients.
Transparency and organisation in client relationships
Clear communication and compliance with the Bank of Portugal's rules are essential to building trust. Keeping advertising up to date, organising documentation and providing transparent information all contribute to a more professional and rigorous approach.
Enjoyed this article? Read also: How to Become a Credit Intermediary, Credit Intermediation: Profile to Efficient Management, and Why is Certified Training Essential in Credit Intermediation?.
