Finance advertising
rules for brokers.

Showing an annual percentage rate without the comparison rate warning breaches the National Credit Code, and a comparison rate that's smaller or less prominent than the interest rate breaches it too.

Comparison rates are worked out on set amounts and terms, from $250 over two weeks up to $150,000 over 25 years, which is the basis you see on most home loan ads. The short form of the warning reads:

WARNING: This comparison rate is true only for the examples given and may not include all fees and charges. Different terms, fees or other loan amounts might result in a different comparison rate.

ASIC says the number must be written as 'Australian Credit Licence' and the number: 'ACL' on its own isn't enough. The law covers printed credit ads, and most aggregators ask for it on every ad. Credit representatives write 'Credit Representative' in full and say whose licence they're authorised under.

'Free' and 'independent' can mislead unless they're strictly accurate. If you use 'free', make sure it's true and complete. Many brokers add that lenders pay them, so the borrower isn't left to guess. Testimonials must be genuine and checkable. Only name lenders you're accredited with.

ASIC does act on single words. In September 2026, a lender paid a $19,800 infringement notice over 'no credit check loans'. ASIC alleged it ran credit checks on some applications. Paying a notice isn't an admission.

ASIC's guide was updated on 9 June 2026. The points that matter most for brokers' marketing, as summarised by Hall & Wilcox:

• Lead generators are now named as promoters, so the guidance applies to them.
• A product provider can't rely on a broker or adviser to correct a misleading ad.
• Think about the audience the ad actually reaches, not just the one you meant.
• A QR code or click-through can't fix a misleading headline.
• Ads made with AI need a person to review them.
• Keep records that back up your claims.