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Amended regulations for credit marketing in Sweden

Starting from March 1, 2025, new regulations will apply to how credit can be marketed in Sweden. The aim is to reduce the risk of over-indebtedness by making it clearer to customers that credit entails costs. In advertisements or credit offers, a clear warning must be displayed in the form of text and a warning triangle. Here we present Walley's interpretation of the directives and how the requirements can be implemented. The information on this page is provided for informational purposes only and does not constitute legal advice. Always consult a qualified legal expert for advice tailored to your specific situation.

Swedish Consumer Agency example of warning text

Which situations require a specific disclosure?​

Mandatory Disclosure​

The disclosure must be present on all pages where credit is offered and marketed. Example:

  • Pay in installments with Walley
  • Pay 200 SEK/month for 12 months

Non-Mandatory Disclosure​

If credit is only mentioned as a payment option without being actively marketed, no disclosure is required. Example:

  • Pay with Walley
  • Buy now, pay later with Walley

How Should the Disclosure Be Implemented?​

Product Listing (PLP)​

On product listing pages (such as category pages and search results) where installment payment is mentioned, Walley suggests displaying the disclosure in a general manner, for example, in a banner.

Product Page (PDP)​

On product pages where installment payment is offered, there are two ways to display the disclosure:

  • In connection with a complete price example.
  • Via a link leading to detailed credit terms.
  • Pages Marketing Credit
  • If a page is about credit without being linked to a specific purchase, the disclosure must be clearly visible.

Checkout​

In the checkout, there are two options for presenting the disclosure:

  • A general section applicable to all payment methods.
  • A disclosure that becomes visible only when the customer selects a credit-based payment method, such as installment payment.

Instore, telephone and physical materials​

  • Printed Materials
  • For physical marketing, such as brochures, product sheets, and posters, the disclosure must be included.

For verbal marketing, such as telemarketing, the warning should be replaced with the word "note" to emphasize the importance of the information.

Walley Checkout Example implementation​

Walley Checkout Example with the warning triangle and text

More information​

https://publikationer.konsumentverket.se/produkter-och-tjanster/finansiella-tjanster/kovfs-20251-konsumentverkets-foreskrifter-om-naringsidkares-upplysningsskyldighet-vid-marknadsforing-av-konsumentkrediter