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    What are the new rules for consumer credit advertising in Finland?

    What lenders may no longer say in marketing.

    Answered at: Checked at:

    Short answer

    The rules for marketing consumer credit tighten on 20 November 2026. KPMG gives examples: it will be forbidden to create the impression that taking a loan improves your standard of living, and marketing may not play down how payment default entries or unpaid loans affect the credit assessment. The changes come from the EU Consumer Credit Directive and also aim to prevent over-indebtedness, as set out in the government programme.

    Practical: communication, money, services

    Why

    1. KPMG lists the ban on suggesting that credit improves living standards.
    2. Downplaying payment defaults in ads will also be banned.
    3. Parliament's committee report links the changes to preventing over-indebtedness.

    Details

    Finland already caps consumer credit interest. The new rules add duties on how credit is marketed and sold.

    Tip

    If you see a credit ad that seems misleading, you can tell KKV, which supervises consumer credit marketing.

    What may differ

    The exact wording of the rules is in the Consumer Protection Act as amended. Guidance may follow.

    Common misconception

    Lenders can advertise however they like as long as the interest rate is shown.

    What actually happens

    From 20 November 2026 specific claims are banned in consumer credit marketing.

    People also ask

    • What changes for buy now, pay later in Finland in November 2026?
    • What is the maximum interest rate on consumer loans in Finland?
    • Can you ask why a loan was refused in Finland?

    Sources

    This answer is for reference only. The new consumer credit rules start on 20 November 2026 and guidance may still be updated, so check KKV or the Financial Supervisory Authority.

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