TEMPO.CO, Jakarta - Indonesia's Financial Services Authority (OJK) is drafting new regulations to govern the activities of financial influencers, including criteria, scope, and content guidelines. The goal is to ensure that financial information shared with the public is accurate and trustworthy.
"We are currently reviewing the mechanisms for regulating and supervising the activities of financial influencers—whether they are providing educational content or promoting financial products on social media or other platforms," said Friderica Widyasari Dewi, OJK's Board of Commissioners member and Chief Executive for Financial Services Business Conduct Supervision, Financial Literacy, and Consumer Protection, during the agency's April 2025 monthly board meeting on Friday, May 9.
According to Friderica, the OJK's review covers a wide range of factors, including influencer qualifications, the type of activities they engage in, and how they communicate financial information. The aim is to ensure that financial education is conducted with transparency and accountability.
"For example, we are defining what kind of qualifications influencers should have, what transparency standards they must meet, and how they should present their information," she said.
She said that several existing OJK regulations already tightly govern financial products and services. Therefore, it is essential that communication channels, especially those used by influencers, are reliable and help improve public financial literacy.
"In addition, influencers must present their content ethically: it must be accurate, honest, clear, and not misleading. There should also be guidance or disciplinary measures in place if they violate the rules," she said.
Friderica added that the upcoming regulations would take into account existing rules, especially those related to marketing and information delivery. OJK is also consulting with financial influencers as part of the drafting process.
"We are gathering input from various stakeholders—from financial planner associations, professional certification bodies, the general public, and others."
She acknowledged that financial influencers play an important role in disseminating information to the public. That is why OJK aims to provide support and supervision to ensure the educational content they deliver meets established standards.
"People now tend to prefer getting their information from influencers. So, our approach is to bring them into the fold, to guide and support them, so that when they speak to the public, they meet the criteria we are putting in place," she concluded.
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