Indonesia has rolled out new rules for financial influencers as regulators move to tighten oversight of investment content shared online. The measures aim to reduce misleading financial advice and improve protection for retail investors.
The regulations, OJK Regulation Number 6 of 2026, were officially enacted on June 4 with the agency holding a press briefing on June 24 to outline their scope. The rules apply to individuals and organizations that publish financial content on social media and other digital platforms. They cover a broad range of topics, including investments, lending products, and digital assets, reflecting growing concern about the influence of online financial recommendations.
OJK sets new standards for finfluencer activities
According to the new guidelines, financial influencers, or finfluencers, include those who supply financial information but are not financial service providers with a license. These rules apply to information posted via both digital and traditional media platforms.
OJK has also differentiated between what comes under actual educational activities and what constitutes as marketing practices. Influencers are allowed to explain concepts and products regarding finances for educational reasons, but more stringent criteria apply if such information is to be used for promoting a financial product or investment.
In cases involving marketing partnerships, financial institutions will remain responsible for information communicated through influencers. OJK said financial service providers are accountable for promotional content distributed on their behalf.
The rules also place tighter restrictions on cryptocurrency promotions. Influencers may only market crypto-related products through channels approved by licensed financial service providers.
For increased transparency, influencers are expected to reveal whether they have received any monetary gains from companies or consumers in the content they produce. Those offering financial advice obtain relevant certifications or licences. Digital assets Influencers need to satisfy certain competency and knowledge certifications established by regulatory bodies.
Rules target risky products and online promotions
The influencers who promote higher-risk financial products are expected to explain the risks involved. Also, they must encourage their followers to do their own research and make it clear that some products may not be suitable for everyone.
The regulations cover a wide range of financial services, including complex investment products, high-risk assets, online lending platforms, and Buy Now Pay Later services.
Regulators can take action against those who fail to comply. OJK may issue formal warnings or corrective orders. In more serious cases, authorities can order content to be removed or restrict access to accounts that violate the rules.
“For Information Providers who disseminate information through electronic media and are found to be in violation of the provisions, OJK may submit a request to the Ministry of Communication and Digital Affairs of the Republic of Indonesia for access termination,” OJK said.
Indonesia joins global push for influencer oversight
Indonesia’s new rules come as regulators around the world increase scrutiny of financial content shared on social media. Concerns have grown over undisclosed promotions, misleading investment advice, and online schemes targeting retail investors. Last month, Indonesian regulators fined influencer BVN 5.35 billion rupiah in a stock manipulation case.
The issue is not limited to Indonesia. In Australia, regulators recently warned younger investors against relying too heavily on social media personalities or AI-generated advice when making financial decisions. Authorities said unverified recommendations can expose investors to significant risks and financial losses.
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