Meta to Mandate SEBI Verification for Investment and Securities Ads in India Starting July

In a move to increase transparency and comply with Indian regulations, Meta has announced a new ad policy for financial services advertisements targeting users in India. Beginning July 31, 2025, advertisers running securities and investment ads must verify both the beneficiary and the payer behind each ad campaign. This applies to ads from both domestic and international advertisers.

SEBI Registration Required for Financial Ads

As part of the new policy, Meta will require advertisers to provide a valid SEBI registration number for the individual or organization:

• Benefiting from the advertisement, and

• Paying for the ad campaign.

This mandate covers all securities and investment-related promotions on Meta’s platforms — including Facebook, Instagram, and Audience Network — and applies even if the campaign is global but targets Indian users.

Alternative Verification for SEBI-Exempt Advertisers

Advertisers exempt from SEBI registration will still need to complete Meta’s identity or business verification process. This allows non-registered entities to legally run ads, provided they follow alternative compliance measures.

Once verified, Meta will publicly display this information:

• On the actual ad via disclaimers, and

• In Meta’s Ad Library, where it will remain visible for up to seven years.

Global Rollout Timeline and Access to Tools

The updated verification process will be enforced for all advertisers from July 31, 2025. However, Meta will begin rolling out access to verification tools starting June 26.

The rollout is scheduled to be globally complete by July 28, giving advertisers sufficient time to initiate and finish the verification process. Once eligible, each advertiser will have at least one month to complete verification before the policy becomes mandatory.

How Advertisers Can Comply: Step-by-Step Process

To comply with the updated ad policy, advertisers must:

1. Verify Beneficiary and Payer Details

Using Meta Business Suite’s "Authorizations and Verifications" tab or other supported ad tools, advertisers need to confirm:

• Who is paying for the ad

• Who benefits from the promotion

These two roles may be the same or different, but both must be disclosed.

2. Add Verified Information to Ad Setup

Once verification is complete, advertisers must:

• Select the verified beneficiary and payer during the ad setup process

• Include the SEBI registration number (if applicable) in the ad disclaimer

This disclaimer will be shown directly on the ad and in public transparency records.

Setting Default Ad Identities

Advertisers can simplify their workflow by setting a default beneficiary and payer in Ad Settings. Alternatively, they can define these using:

• regional_regulated_categories, and

• regional_regulation_identities

These parameters can be configured at the ad set level, providing more granular control over ad compliance.

What Happens to Existing Ads?

According to Meta, active ads published before July 31, 2025, do not need to be updated with the new disclaimer — as long as the advertiser account completes the verification process. This allows ongoing campaigns to continue without disruption while maintaining regulatory alignment.

Meta’s Advice: Complete Verification Early

Meta recommends advertisers complete verification as early as possible to avoid last-minute delays. The process may require:

• Uploading official business documents

• Access to domain-based email accounts

• Administrator permissions on the ad account

If a brand is using a third-party agency to run ads, they should ensure they have partial or full access to the ad account and verification tools.

Regulatory Compliance and Transparency Goals

This policy aligns Meta’s advertising practices with India’s financial regulations, particularly those set by the Securities and Exchange Board of India (SEBI). It reflects the company’s ongoing effort to:

• Increase ad transparency

• Prevent misuse of financial advertising platforms

• Protect consumers from misleading investment promotions

Conclusion

From July 31, 2025, Meta will enforce mandatory SEBI verification for all investment and securities-related ads targeting Indian users. By streamlining compliance through its Business Suite and verification tools, Meta aims to create a more secure and transparent advertising environment for financial services across India.