Financial Influencers in Indonesia: OJK Rules, Licensing & Brand Duty
Key Points
- OJK announced POJK 6/2026 on 24 June 2026, covering financial education, marketing and product recommendation
- Recommending digital asset products requires competency certification, and recommending capital market products requires an investment adviser licence
- When a financial firm uses a creator for marketing, the firm carries the obligation and responsibility for what the creator says
Indonesia now has a dedicated rule for people who convey financial information online
On 24 June 2026 the Financial Services Authority (OJK) announced POJK No. 6 of 2026 on the conduct of financial sector information providers [1]. The release carries the words "financial influencer" in its title, but the definition is wider. An information provider is any party other than a licensed financial firm that spreads financial information, directly or indirectly, to raise financial literacy or to influence how consumers use financial products and services. There is no follower threshold.
The rule separates three activities: financial education, marketing and product recommendation [1]. The third is the one with an entry requirement. Recommending digital asset products requires competency certification in the financial services sector, and recommending capital market products requires an investment adviser licence [2]. The release sets no comparable test for education or marketing, but both still fall under the rule's conduct principles, which ask for information that is clear, accurate, honest and not misleading.
The rule covers a large audience. APJII counted 235.3 million internet users in Indonesia in 2026, 81.7% of a population of 287.3 million [3] (Chart 1). For a foreign broker or crypto exchange, the first question about a creator used to be how many of those people they reach. Under POJK 6/2026 it is which of the three activities the creator is being paid to perform.
The obligation sits with the licensed firm, and OJK can cut off access
The trigger is a marketing arrangement. When a licensed financial firm works with an information provider to market its products, POJK 6/2026 puts the obligation and the responsibility for what that provider says on the firm [1]. A contract with the creator cannot move that risk back onto the creator. If a paid video overstates a return or leaves out a fee, the insurer, broker or platform behind the product answers for it.
The rule also reaches the creator directly. OJK can issue written orders to an information provider and can terminate access on electronic media [1]. The release lists no fines and no transition period. Nor does it say whether termination applies to a single post or to a whole channel. A campaign built on one creator's channel therefore carries a risk that sits outside the brand's own compliance process.
OJK was not the only regulator to move that month. The Ministry of Trade signed Permendag 19/2026 on trading through electronic systems on 4 June and promulgated it on 8 June [4]. The two texts cover different ground. Even so, a foreign team planning Indonesian campaigns for the second half of 2026 is working under rules only weeks old, and agency playbooks written in 2025 predate both.
Put certification checks into procurement and keep recommendations out of briefs
Three changes cover most of the work for a foreign fintech, insurer, broker or crypto platform.
First, ask for proof of certification or an investment adviser licence at the shortlisting stage, for any creator who will discuss digital assets or capital market products [2]. If the check waits until contract signing, a shortlist built on reach and cost per view may have to be rebuilt.
Second, write briefs that keep the creator on the education or marketing side of the line. A script that explains how a product works, what it costs and where to read the terms is a different activity from one that tells viewers to buy. Where a campaign does need a recommendation, the more realistic route is a licensed adviser rather than a lifestyle creator.
Third, add a contract clause on OJK written orders and termination of access [1]: who takes the content down, how quickly, and what happens to the fee if a channel loses access mid-campaign.
Financial brands still have reasons to keep spending on creators. Household consumption grew 5.06% year on year in the second quarter of 2026 and made up 53.32% of GDP [5]. Few are likely to stop working with creators because of this rule. What is more likely to change is which creators they hire and what those creators are asked to say.
References
- Otoritas Jasa Keuangan, 2026 · https://ojk.go.id/id/berita-dan-kegiatan/siaran-pers/Pages/POJK-6-Tahun-2026-Perilaku-Penyampai-Informasi-Sektor-Jasa-Keuangan-Financial-Influencer.aspx
- Otoritas Jasa Keuangan, 2026 · https://ojk.go.id/id/berita-dan-kegiatan/siaran-pers/Pages/POJK-6-Tahun-2026-Perilaku-Penyampai-Informasi-Sektor-Jasa-Keuangan-Financial-Influencer.aspx
- APJII Survei Penetrasi Internet 2026 (ANTARA), 2026 · https://www.antaranews.com/berita/5576225/survei-apjii-penetrasi-internet-di-indonesia-2026-capai-817-persen
- JDIH Kementerian Perdagangan RI, 2026 · https://jdih.kemendag.go.id/peraturan/peraturan-menteri-perdagangan-republik-indonesia-nomor-19-tahun-2026-tentang-penyelenggaraan-usaha-perdagangan-melalui-sistem-elektronik-1
- BPS (Investor Trust), 2026 · https://investortrust.id/macro/111869/pengeluaran-konsumsi-pemerintah-18-62-dongkrak-pertumbuhan-ekonomi-kuartal-ii-2026-sebesar-5-29
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