Credit Unions May Face Issues with Twitter’s Financial Services Policy

It seems like you can’t go a week without reading an article that praises the use of social media platforms like Facebook and Twitter as the way to promote credit unions to younger members and potential members. But what if you found out that you were blocked from using the promoted posts on Twitter?

Many credit unions have recently learned that Twitter has adopted a specific policy for Financial Services.

Twitter restricts the promotion of financial services and related content. These restrictions are based on the specific product or service being promoted, as well as the country targeted by the campaign.

In the U.S., the promotion of short-term loans and mortgage-assistance relief services, including foreclosure-prevention services, is prohibited. Promotion of free credit reports is also banned if the campaign is tied to a recurring subscription service.

In addition, ads must:

  • be compatible with the complete information that must be provided to the investor or consumer under applicable law, including any required disclosures;
  • be clearly identified as financial services;
  • indicate the nature and specific type of financial service;
  • indicate the incumbent risks and provide a fair and balanced disclosure of the risks and benefits; and
  • be advertised in the language of the targeted country.
  • In addition, advertisers promoting financial services must:
    • provide an accurate and complete physical address on their website; and
    • include links to substantiate any express or implied third-party accreditation, endorsement or affiliation — for example, verification of government affiliation and third-party ratings.

Want to promote something not covered by the restrictions? You’ll just need to go through an approval process with Twitter to ensure that no prohibited content is included in your tweets.

First, review the Twitter guidelines to make sure you understand the requirements for your brand and business. Then contact Twitter support agents by signing in to ads.twitter.com and clicking on “Need Help” in the top navigation bar.

 

Questions? Contact the Compliance Hotline: 1.800.546.4465, compliance@nwcua.org.

Posted in Compliance.