The Swedish Financial Supervisory Authority (Finansinspektionen, FI) has launched an information initiative aimed at increasing awareness of the risks of making investment decisions based on advice and content shared on social media, particularly among younger consumers. FI notes that relying on “finfluencers” for financial information is becoming more common and that more than one in five young adults trust such content. The consumer-focused messaging highlights practical risk flags, including distinguishing facts from opinions, being sceptical of promises of quick profits, not equating follower counts with expertise, identifying advertising and paid promotion, and staying alert to fraud such as fake or hijacked accounts and unsolicited direct contact. The initiative also includes guidance for finfluencers on communicating financial messages in line with applicable rules and avoiding common pitfalls. Over the coming weeks, FI will run advertisements on social media to draw consumers’ attention to these risks.
Finansinspektionen 2025-10-10
Swedish Financial Supervisory Authority launches targeted campaign on finfluencer advice and social media investment risks
The Swedish Financial Supervisory Authority (Finansinspektionen, FI) has launched an initiative to raise awareness about the risks of relying on social media for investment advice, especially among young consumers. The campaign emphasizes distinguishing facts from opinions, skepticism towards quick profit promises, and vigilance against fraud. FI also offers guidance for finfluencers to ensure compliance with financial communication rules.