Partner marketing legal guidelines - United Kingdom
How UK merchants can advertise Klarna Buy Now Pay Later and Financing products using pre-approved copy and disclosures, regulatory status disclosures, and Klarna On-Site Messaging.
13 min read
These guidelines explain how merchants can advertise Klarna's Buy Now Pay Later and Financing products in the United Kingdom. You may use Klarna's pre-approved marketing copy and disclosures exactly as shown on this page without further approval.
Integration requirement
You are legally responsible for the advertising you publish.
Klarna does not provide legal advice. If you are unsure whether your marketing complies with applicable laws, seek independent legal advice.
Merchants who publish non-compliant marketing may be required to remove or amend it. Repeated or serious violations may result in removal from Klarna.
How these guidelines work
Use pre-approved copy (no approval required)
If you use Klarna's pre-approved marketing copy and disclosures exactly as shown on this page, no further approval is required. You may publish immediately. Klarna's On-Site Messaging is also pre-approved for your immediate use.
No modifications to approved copy or disclosures are allowed.
Klarna will audit your website
Klarna will audit your website from time to time using automated means to ensure compliance with these requirements. We will notify you if we discover any discrepancies between approved messaging and disclosures to ensure that you are using approved assets. Any failure to remedy identified issues can result in your immediate suspension from further use of Klarna as a payment method on your website.
Financial Promotion Disclosures
The tables below show the marketing copy Klarna has approved for use in the United Kingdom, grouped by category, with the required disclosure text for each. Use copy and disclosures exactly as written. Do not edit, shorten, or paraphrase.
What is an invitation to credit?
An invitation to credit is any marketing communication that prompts, encourages, or invites a consumer to enter into a credit agreement. Under UK financial promotion rules, advertising that explicitly offers credit — for example by referencing repayment terms, instalments, or the cost of credit — constitutes an invitation to credit and triggers stricter regulatory requirements, including mandatory disclosure obligations. By contrast, messaging that simply names or identifies a payment method (such as "Klarna now available" or "Pay with Klarna") without referencing credit terms is not an invitation to credit and carries a lighter disclosure burden. The tables below distinguishes between these two categories so you can identify which disclosure requirements apply to the copy you intend to use.
Disclosure prominence and legibility
Required disclosures must be equally prominent to the marketing copy they accompany. Equal prominence does not mean identical font size, but disclosures must be clearly legible to the average consumer. Specifically:
- Disclosures must not be hidden, obscured, or presented in a way that discourages reading.
- Text must contrast sufficiently with the background colour to ensure readability.
- Font size must be large enough to be read without difficulty in the context in which the advertisement appears.
- Disclosures must not be visually subordinated to, or overwhelmed by, surrounding design elements.
Where a disclosure is required, it must appear directly proximate to the marketing copy it relates to — not buried in footnotes, terms pages, or other locations a consumer would be unlikely to notice.
Which disclosures do I need?
UK marketing involves two separate types of disclosure:
- Financial promotion disclosure — always required whenever your copy is an invitation to credit. It's paired with each piece of approved marketing copy in the tables below and must appear directly next to that copy, exactly as shown.
- Regulatory status disclosure — required in addition to the financial promotion disclosure only if you offer financing. It isn't needed for Pay in 3 or Pay in 30 days alone, as these are Klarna's own regulated products. Place it in your website footer, at the bottom of the page, or on your FAQ page. See Regulatory Status Disclosures for the exact wording.
| Products you offer | Financial promotion disclosure | Regulatory status disclosure |
|---|---|---|
| Klarna BNPL only (Pay in 3 and/or Pay in 30 days) | Required if your copy invites credit | Not required |
| Klarna BNPL + Klarna financing, as an Introducer Appointed Representative of Klarna | Required if your copy invites credit | Regulatory status disclosure – Introducer Appointed Representative of Klarna |
| Klarna BNPL + Klarna financing, as a credit broker (Klarna is your only credit provider) | Required if your copy invites credit | Regulatory status disclosure – credit broker, exclusively by Klarna |
| Klarna BNPL + financing from multiple lenders (e.g. Klarna alongside PayPal Credit or Barclays) | Required if your copy invites credit | Regulatory status disclosure – multiple lenders |
General Klarna messaging (no invitation to credit)
The following copy simply identifies Klarna as a payment method. It can be used for all Klarna products and requires no disclosure.
- Klarna now available
- Choose Klarna at checkout
- Pay with Klarna
General pay later messaging
| Product | Approved marketing copy | Required financial promotion disclosure | Required disclosure placement |
|---|---|---|---|
| Pay in 3 / Pay in 30 days | Pay Later with Klarna | Borrowing more than you can afford or paying late may negatively impact your financial status and ability to obtain credit. Subject to status. Ts&Cs and late fees apply. | Equal prominence and directly proximate to the advertisement. |
| Pay in 3 / Pay in 30 days | Pay Over Time with Klarna | Borrowing more than you can afford or paying late may negatively impact your financial status and ability to obtain credit. Subject to status. Ts&Cs and late fees apply. | Equal prominence and directly proximate to the advertisement. |
Pay in 30 days
| Product | Approved marketing copy | Required financial promotion disclosure | Required disclosure placement |
|---|---|---|---|
| Pay in 30 days | Get 30 days to pay | Borrowing more than you can afford or paying late may negatively impact your financial status and ability to obtain credit. Subject to status. Ts&Cs and late fees apply. | Equal prominence and directly proximate to the advertisement. |
Pay in 3
| Product | Approved marketing copy | Required financial promotion disclosure | Required disclosure placement |
|---|---|---|---|
| Pay in 3 | 3 interest-free instalments with Klarna | Borrowing more than you can afford or paying late may negatively impact your financial status and ability to obtain credit. Subject to status. Ts&Cs and late fees apply. | Equal prominence and directly proximate to the advertisement. |
| Pay in 3 | 3 payments at 0% interest with Klarna | Borrowing more than you can afford or paying late may negatively impact your financial status and ability to obtain credit. Subject to status. Ts&Cs and late fees apply. | Equal prominence and directly proximate to the advertisement. |
| Pay in 3 | Split your purchase into 3 interest-free instalments with Klarna | Borrowing more than you can afford or paying late may negatively impact your financial status and ability to obtain credit. Subject to status. Ts&Cs and late fees apply. | Equal prominence and directly proximate to the advertisement. |
Term Loan/Financing
If you advertise Klarna financing, you need both the financial promotion disclosure shown next to the copy below and a regulatory status disclosure on your site. See Which disclosures do I need? to choose the right regulatory status disclosure.
| Product | Approved marketing copy | Financial promotion disclosure | Required disclosure placement |
|---|---|---|---|
| True 0% Financing (no reference to cost of credit) | Choose Klarna Financing and spread the cost over 6-24 months interest free. | Borrowing more than you can afford, or paying late, may make it harder to get credit in the future. Credit subject to status. Representative 21.9% APR (fixed) reduced to 0.00%. | Equal prominence and directly proximate to the advertisement. |
| Normal Financing (no reference to cost of credit) | Choose Klarna Financing and spread the cost over 6-24 months. | Borrowing more than you can afford, or paying late, may make it harder to get credit in the future. Credit subject to status. Representative 21.9% APR (fixed). | Equal prominence and directly proximate to the advertisement. |
Standard representative example disclosure
This disclosure is required whenever your marketing references the amount of any payment or the cost of credit for Klarna financing (for example an instalment amount, APR or total charge), as these trigger representative example requirements under CONC 3 of the FCA Handbook.
- Borrowing more than you can afford, or paying late, may make it harder to get credit in the future. Credit subject to status. A downpayment of 10% or higher may be required. Financing has a representative 21.9% APR (fixed). Representative example based on a loan amount of £1200 repayable over 6 months at an interest rate of 21.9% p.a. (Fixed). 5 monthly payments of £211.81 and last payment of £210.37. Total amount payable of £1,269.42. Total charge for credit £69.42. Minimum and maximum purchase amount £250 - £10,000. Lender: Klarna Financial Services UK Limited (nr 14290857). T&Cs and late fees apply
Limited space disclosure
When bundling an invitation to credit for Klarna with other providers you can use the limited space disclosure. This should be used exactly as provided here, including the hyperlink to our Terms Page. It should follow the same prominence requirements as the full disclosure.
Approved wording – use the text below only
T&C apply, Credit subject to status.
Regulatory Status Disclosures
Unlike the financial promotion disclosures above, which are tied to specific marketing copy, regulatory status disclosures identify your business's regulatory status (Introducer Appointed Representative of Klarna or FCA-authorised credit broker). If you offer financing, you are required to provide one of the following disclosures — see Which disclosures do I need? above to identify the correct one for your site.
Place your regulatory status disclosure in your website footer, or at the bottom of the body of any page that references Klarna's payment products (where footer placement isn't available for formatting reasons), or on your FAQ page depending on where Klarna is referenced on your site.
Separately, if you would like to allow consumers to see the cost of credit for specific items, use Klarna's On-Site Messaging Service. This is a distinct requirement: any references to the amount of payments or the cost of credit will trigger representative example disclosure requirements under CONC 3 in the FCA Handbook, and OSM generates these financing-specific disclosures for you automatically. OSM-generated disclosures have been pre-approved; all financial promotions must be approved by an FCA regulated entity.
Please ensure that you confer with your legal and compliance teams for appropriate placement and to choose the appropriate disclosure based on your regulatory status in the UK.
Regulatory status disclosure – use this if you are an Introducer Appointed Representative of Klarna Financial Services UK Ltd.
[Merchant Name] is an Introducer Appointed Representative of Klarna Financial Services UK Limited, authorised and regulated by the Financial Conduct Authority (FRN 987889).
[Insert postal address of the firm making the financial promotion if required]*
Regulatory status disclosure – use if you are a credit broker and offer products provided exclusively by Klarna.
[Merchant's legal entity name and postal address (as it appears on the FCA Register)] is authorised and regulated by the Financial Conduct Authority ("FCA") (FCA FRN XXXXX) and acts as a credit intermediary and not a lender, offering credit products provided exclusively by Klarna Financial Services UK Limited (company number 14290857), which is authorised and regulated by the FCA for carrying out regulated consumer credit activities (firm reference number 987889), and for the provision of payment services under the Electronic Money Regulations 2011 (firm reference number 1021834). Finance is only available to permanent UK residents aged 18+, subject to status, T&Cs apply. Klarna.com/uk/terms-and-conditions.
Regulatory status disclosure – use if you offer products provided by a limited number of finance providers.
[Merchant's legal entity name and postal address (as it appears on the FCA Register)] is authorised and regulated by the Financial Conduct Authority ("FCA") (FCA FRN XXXXX) and acts as a credit intermediary and not a lender, offering credit products provided by a limited number of finance providers, including Klarna Financial Services UK Limited (company number 14290857), which is authorised and regulated by the FCA for carrying out regulated consumer credit activities (firm reference number 987889), and for the provision of payment services under the Electronic Money Regulations 2011 (firm reference number 1021834).
[Insert postal address of the firm making the financial promotion if required]*
Pre-approved image assets
Do not modify any pre-approved assets.
Klarna On-Site Messaging
Klarna On-Site Messaging (OSM) is a pre-approved, plug-and-play solution that automatically displays the correct Klarna messaging and disclosures on your website. No separate approval is required.
DPC Regulation Change Guide
From 15 July 2026, Klarna's Buy Now Pay Later products — Pay in 3 and Pay in 30 days — become regulated as Deferred Payment Credit ("DPC") under FCA rules, and Klarna Financial Services UK Limited (FRN 987889) is authorised and regulated by the FCA for these activities. This means that, from that date, any on-site copy describing these products as "unregulated" or "not regulated by the FCA" is factually incorrect and breaches FCA Handbook rule GEN 4.3.1R. Klarna will begin rolling out updated flows, disclosures, and website and email footers from 13 July 2026; merchants must make any required changes to their own sites within the 13–15 July window, ahead of DPC rules taking effect at midnight on 15 July 2026.
Use the table below to identify which scenario applies to your site and what action, if any, you need to take.
| # | Scenario | Example | Change required? | Notes |
|---|---|---|---|---|
| 1 | BNPL at checkout only — no Klarna mention elsewhere on site | Klarna appears only inside the Klarna-hosted checkout flow | No change | No financial promotion exists on the merchant site. Klarna's own flow is Klarna's responsibility. |
| 2 | BNPL offered, Klarna OSM only (no custom messaging) | Standard "Pay in 3" widget via Klarna OSM | No change | OSM is pre-approved and auto-compliant. Klarna handles disclosures automatically. No merchant action needed. |
| 3 | Custom messaging — "Pay with Klarna" badge, logo, or "Klarna available" | Klarna name only, no credit terms label — no reference to instalments, repayments, or cost | No change | Simply identifying a payment method is not a financial promotion. No disclosure required. |
| 4 | Custom messaging constituting an invitation to credit | "Split into 3 easy payments", "Buy now, pay later with Klarna" with repayment terms referenced | Action required | This is a financial promotion. Copy must match Klarna's pre-approved wording exactly and be accompanied by the prescribed disclosure. See Financial Promotion Disclosures. |
| 5 | Any on-site copy describing BNPL as "unregulated" or "not regulated by the FCA" | "Pay in 3 is an unregulated credit agreement." "Not regulated by the FCA." Found in footers, FAQs, help pages, or T&Cs summaries. | Action required | From 15 July these statements are factually wrong and breach GEN 4.3.1R. Remove or update with the correct disclosure — see Which disclosures do I need? above. |
| 6 | Financing offered with existing regulatory status disclosures | Financing with APR, representative examples, existing Disclosure 1 or 2 on site | Action required | Existing disclosures must be updated to reflect the new DPC regulatory framework effective 15 July 2026. See Which disclosures do I need? to confirm which regulatory status disclosure applies, and update your site's regulatory status disclosure accordingly. |
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