- OJK issued POJK No. 6/2026 on June 24, creating a formal regulatory framework for financial influencers.
- Financial influencers must meet competency, certification, or licensing requirements depending on their activities.
- Paid promotions and economic interests must be disclosed when marketing financial products.
- Crypto asset promotions are restricted to licensed channels, while violations could lead to account suspensions and other enforcement actions.
Indonesia Introduces Formal Rules for Financial Influencers
Indonesia’s Financial Services Authority (OJK) has introduced a new regulatory framework governing financial influencers, commonly known as finfluencers, as regulators seek to strengthen investor protection and improve transparency in financial marketing.
The new rules, issued under POJK No. 6/2026 on June 24, establish requirements for individuals who provide financial information, recommendations, or promotional content related to products such as investments, loans, securities, and crypto assets, according to Bloomberg.
Under the framework, financial influencers must meet specified competency, certification, or licensing requirements depending on the nature of their activities. The regulation also requires influencers to disclose any economic interests or compensation linked to the products they promote.
The disclosure obligation applies to benefits received directly from financial services companies as well as indirect compensation connected to consumer-facing arrangements. The measure is intended to provide audiences with greater transparency regarding potential conflicts of interest.
Crypto Promotions Subject to Stricter Oversight
The regulation imposes additional requirements on crypto-related marketing activities. According to OJK, promotions involving crypto assets must be distributed through channels operated by licensed financial services providers, known locally as PUJK entities.
OJK has also been granted enforcement mechanisms aimed at addressing violations. The regulator may coordinate with Indonesia’s Ministry of Communication and Digital Affairs to block or suspend accounts that fail to comply with the new requirements.
In addition, licensed financial services firms remain responsible for content published by influencers acting on their behalf. The provision increases accountability for exchanges, investment platforms, and other regulated companies that rely on influencer marketing to reach consumers.
Recently, Indonesian authorities recently blocked access to Polymarket after classifying the prediction market platform as a form of online gambling under the country’s regulations.
Rules Follow Rising Concerns Over Investor Protection
The move comes as regulators in several jurisdictions, including Singapore and India, increase oversight of financial influencers and social media-driven investment promotions.
In Indonesia, scrutiny intensified following a February 2026 enforcement case in which authorities imposed a 5.35 billion rupiah penalty on an influencer identified as BVN over stock manipulation. The case highlighted concerns about undisclosed promotional activities and the influence social media personalities can have on retail investment decisions.
Authorities have also pointed to the growing number of fraudulent investment schemes circulating on social media platforms. The rapid expansion of online investing, digital asset trading, and peer-to-peer lending services has increased the visibility and impact of financial content shared by influencers.
In May 2026, Indonesia was the largest overseas traffic source for both Upbit and Bithumb, contributing 0.49% and 0.24% of total visits, respectively, while both exchanges remained heavily concentrated in the South Korean market.
For retail investors, the new framework is expected to improve transparency by requiring clearer disclosure of paid endorsements and financial relationships. For crypto companies and other financial firms operating in Indonesia, the regulation introduces additional compliance obligations and greater responsibility for influencer-led marketing activities.
