Sign in Subscribe
Social

Meta mandates SEBI verification for India securities ads

Meta introduces new verification requirements for securities and investment advertisers targeting Indian users, effective July 31, 2025.

Luis Rijo

• 5 min read
Meta introduces SEBI verification requirements for securities ads targeting India users, effective July 2025.
Meta introduces SEBI verification requirements for securities ads targeting India users, effective July 2025.

Meta has introduced mandatory verification requirements for advertisers targeting users in India with securities and investment advertisements, according to an announcement on June 26, 2025. The social media giant now requires all advertisers running securities and investments ads in India, including global campaigns, to verify their identity through the Securities and Exchange Board of India registration system.

The new policy affects both direct advertisers and those managing campaigns for financial clients across Facebook and Instagram platforms. According to Meta's requirements, advertisers must verify "the person or organization benefiting from and paying for the ad by providing their Securities and Exchange Board of India (SEBI) registration information." Companies exempt from SEBI registration may choose alternative verification methods, including identity or business verification processes.

Follow PPC Land on Google News

Summary

Who: Meta requires securities and investment advertisers targeting Indian users to complete verification through SEBI registration or alternative methods.

What: New verification requirements mandate disclosure of beneficiary and payer information on securities and investment advertisements, with public display of SEBI registration numbers when applicable.

When: Verification process rollout began June 26, 2025, with enforcement starting July 31, 2025, and complete global availability expected by July 28, 2025.

Where: Requirements apply to all securities and investment advertisements targeting users in India, including global campaigns reaching Indian audiences across Facebook and Instagram platforms.

Why: The verification initiative enhances transparency and regulatory compliance for financial services advertising, providing SEBI oversight and consumer protection through advertiser identity disclosure.

PPC Land Newsletter
CTA Image

Get the PPC Land newsletter ✉️ for more like this.

Subscribe

Implementation timeline marks accelerated enforcement

Compliance enforcement begins as early as July 31, 2025, though timing varies based on individual advertiser eligibility for beneficiary and payer designation. Meta started rolling out the verification process on June 26, with complete availability expected across all eligible advertisers globally by July 28, 2025.

The phased rollout provides eligible advertisers at least one month to complete verification requirements from their notification date. However, Meta recommends immediate action to ensure compliance with the July 31 deadline. According to the announcement, "All advertisers will have at least 1 month to complete these requirements from the date they become eligible to verify."

Two-step verification process requires SEBI documentation

The verification framework consists of two distinct phases. First, advertisers must verify information about campaign beneficiaries and payment sources. MAPI advertisers complete verification directly through supported advertising tools, with proactive verification available via the Authorizations and Verifications tab in Meta Business Suite.

Second, after successful verification, advertisers select verified beneficiary and payer information for public disclosure on advertisements. In-scope ads will display disclaimers featuring the verified beneficiary's name and SEBI registration number when applicable. This disclaimer information becomes part of the ad creation process based on selected beneficiary and payer details.

The verification information remains publicly visible on active advertisements and persists for up to seven years in Meta's Ad Library. This extended disclosure period reflects increased transparency requirements for financial advertising content.

Technical implementation through API parameters

Advertisers can designate beneficiaries and payers through two methods: setting default information in Ads Manager advertising settings or including specific parameters for each new ad set created after July 31, 2025. The technical implementation requires two API parameters: Regional_regulated_categories to identify applicable regional regulations and Regional_regulation_identities to specify payer and beneficiary pages or businesses.

According to Meta's documentation, "Active ads published prior to July 31, 2025 do not need to be edited with beneficiary and payer information to comply, as long as the account is verified." This grandfathering provision protects existing campaigns while ensuring future advertising meets verification standards.

The verification process typically involves providing business documents or receiving one-time passcodes to email addresses associated with client web domains. Meta recommends that advertisers complete verification themselves and maintain partial access to accounts running advertisements on their behalf.

Industry context reveals broader regulatory trend

The India verification requirement emerges amid growing global scrutiny of financial services advertising. Similar verification requirements have appeared across multiple platforms recently, with Google implementing comparable measures for debt services advertising in Ireland effective July 15, 2025.

These developments reflect increasing regulatory pressure on digital advertising platforms to enhance transparency in financial services marketing. Previous platform verification programs have targeted multiple jurisdictions, with Google introducing financial services verification requirements in Ireland, New Zealand, South Korea, and Thailand beginning November 2024.

The verification trend extends beyond financial services, as platforms implement comprehensive advertiser authentication systems. Meta's broader verification initiatives have included partnerships with third-party verification providers for brand safety measurement across Facebook and Instagram campaigns.

Marketing implications for securities advertisers

The new requirements create operational challenges for securities and investment advertisers targeting Indian markets. Campaign setup timelines must accommodate verification processes, while compliance documentation requirements may exclude smaller financial services providers lacking SEBI registration.

International financial services companies must navigate India's regulatory framework to maintain advertising access. The verification requirement applies to global campaigns reaching Indian users, expanding compliance obligations beyond domestic Indian advertisers.

For advertising agencies managing financial services clients, the verification process introduces additional operational complexity. Recent platform changes affecting client management demonstrate ongoing adjustments to advertiser verification and attribution systems across Meta's advertising ecosystem.

The technical API implementation requires development resources for advertisers using programmatic campaign creation. Platform API updates continue evolving verification and compliance capabilities across Meta's advertising infrastructure.

Regulatory compliance drives platform transparency

Meta's India verification initiative aligns with global regulatory expectations for financial advertising transparency. SEBI registration information provides regulatory oversight mechanisms while disclaimers inform users about advertisement sponsors and financial service providers.

The seven-year Ad Library retention period exceeds typical advertising disclosure requirements, creating permanent public records of financial services advertising activity. This extended transparency window supports regulatory investigations and consumer protection efforts.

According to Meta's announcement, verification information disclosure occurs "publicly on the ads when they are running and for up to 7 years in Meta's Ad Library." This comprehensive documentation standard demonstrates platform commitment to regulatory compliance and advertiser accountability.

The verification framework accommodates various business structures through alternative verification options for SEBI-exempt organizations. Identity verification and business verification alternatives ensure compliance accessibility while maintaining regulatory oversight standards.

Platform verification programs increasingly incorporate jurisdiction-specific regulatory requirements. India's SEBI integration follows similar implementations across global markets, with platforms adapting verification systems to local regulatory frameworks and consumer protection standards.

Timeline