Banking ads are regulated - read carefully before you sign up

07/07/2026

Advertising is used to sell financial products in much the same way as any other consumer good or service. In many cases, these ads are the first time we come across a product we may later sign up for or that our bank might offer us.  Banks promote current accounts, loans, mortgages and cards to other banking services, through social media, digital and traditional media, television and radio to attract new customers and keep existing ones.

Digitalisation has made it easier for banks to tailor messaging to specific customer groups, enabling them to reach audiences through online campaigns and targeted marketing.

Advertising naturally seeks to attract customers and influence their choices. In the banking sector, however, it is subject to strict rules. In Spain, the applicable regulationAbre en ventana nueva requires advertising to be clear, sufficient, objective and not misleading, so that customers have the information they need before signing up for a product.

Advertising should also play an important role in helping bank customers compare the different products available on the market.

When reading an ad, pay particular attention to the product’s key features:

• Amount, term, interest rate, fees and any other charges.
• The APR, the main benchmark for comparing offers with similar or different characteristics.
• Any special conditions you must meet to take out the product, such as being a new customer, being a certain age, or having your salary paid into the account, etc. 
• Is the offer still available?
• Which bank you would be signing up with? 
• Do you need to take out any linked products to qualify for the offer?
• And, of course, don’t forget to read the small print.