The move aligns with India’s regulatory expectations and is aimed at improving transparency in ads related to financial services.
Advertisers must provide a valid Securities and Exchange Board of India (SEBI) registration number for the individual or organisation benefiting from and paying for the ad.
If exempt from SEBI registration, advertisers can opt for identity or business verification as an alternative. Meta will publicly display this information on the ads themselves and in its Ad Library for up to seven years.
The updated verification process will be enforced for all advertisers by July 31, but Meta will begin rolling out access to verification tools starting June 26. The company expects full global availability by July 28. Advertisers will be given at least one month to complete the process once they become eligible.
To comply with the new policy, advertisers must:
Verify Beneficiary and Payer Info: Use Meta Business Suite’s Authorizations and Verifications tab or supported ad tools to complete verification. Advertisers must confirm who benefits from and pays for the ad campaign.
Add Verified Details to Ads: After successful verification, advertisers must select the verified beneficiary and payer during the ad setup process. These details will appear in a disclaimer on the ad, including the SEBI registration number (if applicable).
Advertisers can set a default beneficiary and payer in Ad Settings, or use parameters like “regional_regulated_categories” and “regional_regulation_identities” at the ad set level.
Active ads published before July 31 do not need to be updated with the new disclaimer — as long as the advertiser account has completed verification.
Meta also advises advertisers to complete verification themselves to avoid delays, as the process may require access to business documents or domain-based email passcodes. Brands should ensure they have at least partial access to any accounts running ads on their behalf.