The growth and expansion of fintech service providers nationally and internationally over the last five years is reshaping the financial landscape. This evolution includes differentiation in how financial products are delivered and who is providing those financial products. Critical to the success of these fintech providers is advertising their products and services and ultimately monetizing their business model. Understanding the evolving legal and consumer protection landscape will help fintech companies identify and manage their legal risks and to more effectively work with employees and vendors developing and implementing advertising campaigns. The advertising of financial services, whether by Web, e-mail, mobile app, social media platform, television, radio or print, however, is not free from risk, and fintech providers must tread carefully around the following five issues.
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