On this page
- 01Key takeaways
- 02Can you advertise finance on your website?
- 03What status do you need?
- 04What rules apply to finance promotions?
- 05Where should finance information appear?
- 06What about buy now, pay later?
- 07When is offering finance not worth it?
- 08What does this look like in practice?
- 09Finance options checklist
- 10Next step
- 11Sources and further reading
- 12Frequently asked questions
Key takeaways
Advertising finance on your website, such as 'pay monthly' or '0% over 12 months', usually means you are acting as a credit broker, which needs FCA authorisation or appointed representative status. Financial promotions must be fair, clear and not misleading, with a representative example where rules require it. Check your status before you publish.
- Introducing customers to credit is usually regulated credit broking.
- You need FCA authorisation or appointed representative status.
- Promotions must be fair, clear and not misleading.
- Your finance provider will usually supply compliant wording.
Thinking of offering finance? Message us on WhatsApp.
Chat on WhatsApp →Can you advertise finance on your website?
You can, but only if you have the right regulatory status. Introducing customers to a lender, such as through a 'pay monthly' option at checkout, is usually credit broking, a regulated activity. Global Bridge Labs (GBL) advises confirming your status with your finance provider and the FCA before any finance wording goes live.
What status do you need?
Businesses that broker consumer credit generally need FCA authorisation, or must be an appointed representative of an authorised firm. Many retailers and installers use a finance provider who handles authorisation as principal. You can check firms on the FCA Register, and buyers may check you too.
What rules apply to finance promotions?
Financial promotions must be fair, clear and not misleading. Credit adverts that include certain figures, such as an interest rate, may need a representative example with a representative APR. Your finance provider will usually supply approved wording; use it exactly rather than writing your own.
Where should finance information appear?
Show finance options on product or service pages near the price, with a link to a page explaining how it works, who provides it and your status statement. Avoid making finance more prominent than the price itself, and do not pressure buyers with urgency language.
What about buy now, pay later?
Buy now, pay later products are being brought into FCA regulation, and the rules for firms that offer them are changing. If you offer one at checkout, follow your provider's current wording and check the FCA's latest position rather than relying on older guidance.
When is offering finance not worth it?
Finance is not worth it for low-value sales, where the admin and fees outweigh the lift, or where your buyers are businesses who use their own facilities. It also carries a duty to treat customers fairly, so it suits firms willing to manage that responsibility.
What does this look like in practice?
A pattern we see in home improvements: a 'finance available' badge added to the website by the sales team, with no provider named and no status statement. Replacing it with the provider's approved wording and a short explainer page removes a real regulatory risk.
Finance options checklist
- Confirm your credit broking status.
- Check your entry on the FCA Register.
- Use your provider's approved wording.
- Include representative examples where required.
- Name the lender and your status.
- Avoid pressure language.
Next step
If any finance wording is on your site now, ask your provider to confirm it is approved and that your status statement is correct.
Message us on WhatsApp for help presenting finance options, with no pitch.
Chat on WhatsApp →Sources and further reading
- Financial promotions and adverts · Financial Conduct Authority
- Financial Services Register · Financial Conduct Authority
- Consumer Duty · Financial Conduct Authority
Frequently asked questions
Do I need FCA authorisation to offer finance on my website?
Usually, yes, or appointed representative status. Introducing customers to credit is generally regulated credit broking. Many businesses work through a finance provider that acts as their principal. Check your position before advertising finance.
What does a representative example mean?
A representative example shows typical borrowing, including the representative APR, total amount payable and repayment terms. Consumer credit adverts that include certain figures must show one. Your finance provider will usually supply it.
Can I say '0% finance' on my website?
Only if it is true, available to the customers you show it to, and presented within the credit advertising rules, which may require a representative example. Use your finance provider's approved wording.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
