The rise of FinFluencers: Balancing innovation with regulatory oversight

By Yishan Lee, Managing Director, Regulatory Compliance, Asia

Financial influencers (FinFluencers) are at the forefront of the digital revolution reshaping Asia’s investment landscape, creating both unprecedented opportunities for financial education and significant regulatory challenges.

Social media has transformed how people consume information and finance is no exception to this digital shift. FinFluencers – online personalities sharing investment opinions – are gaining traction, often without formal qualifications or regulatory oversight. While they can promote financial literacy, their growing influence in traditionally regulated spaces raises concerns about misinformation, market volatility and investor vulnerability.

Content evolution: From education to influence

Initially, FinFluencers focused on factual comparisons of savings accounts, fixed-term deposit accounts, credit cards, investment products and educational content, helping audiences make informed decisions. Over time, as their follower base grew, many pivoted toward sensationalised content designed to boost engagement, sometimes at the expense of accuracy and responsible messaging. This evolution has led to:

• Undue influence on retail investors, including cases of mass withdrawals triggered by FinFluencer commentary
• Increased exposure to scams, such as malicious apps and “ramp-and-dump” schemes, where misleading advice encourages investors to purchase shares before perpetrators sell them at inflated prices. A notable example occurred in Hong Kong, where the Securities and Futures Commission (SFC) and the Independent Commission Against Corruption (ICAC) conducted a joint operation to dismantle a sophisticated syndicate operating ramp-and-dump schemes

Regulatory response: Singapore and Hong Kong

The growing impact of FinFluencers has prompted significant regulatory attention across the region.

Singapore

Under the Financial Advisers Act 2001, providing financial advice requires a licence from the Monetary Authority of Singapore (MAS). However, FinFluencers often operate in a regulatory grey area, sharing general information that may not constitute formal advice.

The regulatory spotlight intensified following an incident in March 2025 where two FinFluencers triggered a mass withdrawal of approximately SGD 500 million from a MAS-regulated financial services platform, prompting regulatory scrutiny.

Eight complaints were lodged against FinFluencers with the MAS in 2025, up from an annual average of five complaints in the previous five years.

Parliamentary discussions in April 2025 emphasised the urgent need for clearer safeguards and enhanced collaboration with the Advertising Standards Authority of Singapore (ASAS) to address misleading financial content.

Hong Kong

The Securities and Futures Commission (SFC) takes a similarly robust approach, requiring formal licensing for anyone providing securities advisory services under existing regulations.

The SFC has identified combating social media scams as a top enforcement priority. In December 2024, the commission launched a new anti-scam campaign titled “Don’t be Sucker”, designed to raise public awareness of common tactics employed in fraudulent schemes.

Building on these efforts, 2025 saw the SFC announce a regulatory roadmap for FinFluencers and join a global campaign by the International Organisation of Securities Commissions (IOSCO), the Global Week of Action Against Unlawful FinFluencers.

Both jurisdictions stress that while sharing factual information remains generally permissible, disseminating false or misleading content to induce trades constitutes a criminal offence both in Singapore and Hong Kong under the Securities and Futures Act 2001 and the Securities and Futures Ordinance respectively.

Key takeaways

The FinFluencer phenomenon presents several complex challenges that require coordinated regulatory response.

Cross-border complexity: FinFluencers often reach audiences beyond their home markets, complicating enforcement and creating regulatory arbitrage opportunities. The international reach necessitates enhanced cross-border cooperation between regulatory authorities.

Platform accessibility: Digital platforms hosting FinFluencer content must be held accountable for facilitating potentially harmful financial advice. This includes implementing robust content moderation systems and cooperating with regulatory investigations.

Evolving regulatory frameworks: Traditional regulatory approaches may require updates to address the unique challenges posed by social media-based financial commentary. Regulators must balance innovation and accessibility with investor protection.

Industry best practices: Responsible FinFluencers should adopt clear disclosure requirements, avoid making specific recommendations without appropriate licensing and prioritise educational content over sensationalised market commentary.

How we can help

IQ-EQ’s regulatory compliance experts across Asia bring over 20 years of experience helping financial institutions navigate complex licensing and compliance landscapes. Our comprehensive support includes:

• MAS and SFC licensing support
• Compliance strategy development
• Risk mitigation consulting
• Training and education programmes

The intersection of social media influence and financial regulation represents one of the most significant compliance challenges facing the industry today. Our team is positioned to help you navigate these complexities while maintaining operational efficiency and regulatory compliance.

Get in touch to learn more about how we can support your regulatory compliance journey in this rapidly evolving landscape.