Partner marketing legal guidelines - United Kingdom
How UK merchants can advertise Klarna Buy Now Pay Later products using pre-approved copy and disclosures, regulatory status disclosures, and Klarna On-Site Messaging.
These guidelines explain how merchants can advertise Klarna's Buy Now Pay Later 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.
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.
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 disclosure should I use? below. |
| 6 | Financing offered with existing credit broker disclosures | Longer-term 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 disclosure should I use? to confirm whether Disclosure B or C applies, and update your site's regulatory status disclosure accordingly. |
Which disclosure should I use?
Use this matrix to identify the correct disclosure based on which credit products you offer.
| Products you offer | Use | What the disclosure covers |
|---|---|---|
| Klarna BNPL only (Pay in 3 and/or Pay in 30 days — no other credit products on site) | Disclosure A | The financial promotion disclosure already shown alongside the approved marketing copy below. No separate regulatory status disclosure is required. |
| Klarna BNPL + Klarna financing (Klarna is the sole credit provider on your site — e.g. Pay in 3 and Klarna longer-term financing) | Disclosure B | A regulatory status disclosure identifying Klarna as both the BNPL provider and the financing lender, and including both the FCA authorisation statement and the consumer credit risk warning. Use this when all financing products on your site are provided solely by Klarna. |
| Klarna BNPL + financing from multiple lenders (you offer Klarna BNPL alongside financing from one or more other credit providers) | Disclosure C | A regulatory status disclosure reflecting a multi-lender environment. Identifies Klarna as one of several credit providers, includes Klarna's FCA authorisation details, and carries the appropriate risk warning. Use this when your site offers financing from Klarna alongside other lenders such as PayPal Credit, Barclays, or similar. |
Disclosure A is a financial promotion disclosure — it's the required disclosure already paired with the approved marketing copy in the tables below. No separate action is needed beyond using that copy and disclosure exactly as shown.
Disclosures B and C are regulatory status disclosures, not tied to specific marketing copy. See Regulatory Status Disclosures for their exact wording and placement guidance.
General Klarna messaging (no invitation to credit)
| Product | Approved marketing copy | Required disclosure | Required disclosure placement |
|---|---|---|---|
| All products | Klarna now available | None required | |
| All products | Choose Klarna at checkout | None required | |
| All products | Pay with Klarna | None required |
General pay later messaging
| Product | Approved marketing copy | Required 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 30 days
| Product | Approved marketing copy | Required 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 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
| Product | Approved marketing copy | Required 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. | 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. |
Regulatory Status Disclosures
Unlike the financial promotion disclosures above, which are tied to specific marketing copy, regulatory status disclosures identify your business's FCA-regulated status as a credit intermediary. You are required to provide one of the following disclosures — see Which disclosure should I use? 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.
Disclosure B – Example of credit broker disclosure wording for credit products – use if you 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.
[Insert postal address of the firm making the financial promotion if required]*
Disclosure C – Example of credit broker disclosure wording for credit products – 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
Klarna provides a library of pre-approved image assets for use in your marketing. These assets are ready to use without modification and require no further approval.
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.
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