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SEBI’s New Advertisement Code: Dil Khol Ke Advertise Kar?

– Prerna Roy | corplaw@vinodkothari.com

Advertisement of products and services is one of the key requirements of any business, including for capital markets intermediaries such as Stock Brokers, OBPPs, Research Analysts, Mutual Funds and Asset Management Companies etc. If a business does not advertise, prospective customers may never become aware of its products and services. At the same time, given the complexity of the products and services offered by these market participants, and the risks it exposes the retail customers to, these advertisement and marketing materials are regulated by SEBI.  In this context, these SEBI-regulated entities are presently being governed by separate advertisement frameworks, resulting in a fragmented regulatory framework and differing compliance requirements. Further, strict compliance requirements attract in the form of prior approval requirements for all communications issued by these entities currently. 

With the objective of promoting ease of doing business, regulatory consistency, consolidation of frameworks while continuing to focus on investor protection, SEBI has issued a consultation paper on the Common Advertisement Code for Specified SEBI-Regulated Entities. Through the proposed Code, SEBI seeks to ease the process of advertising by SEBI-regulated intermediaries by removing prior approval requirements and introducing a common framework, while continuing to maintain accountability, transparency and investor protection.

Read more: SEBI’s New Advertisement Code: Dil Khol Ke Advertise Kar?

Key Proposals 

  1. Permitting Celebrity endorsements 

Presently, the regulatory framework generally prohibits celebrity endorsements by SEBI-regulated entities, except in case of MFs and AMCs, where the same is permitted at the industry level, subject to prior approval from SEBI (Para 11.9.5 of the SEBI Master Circular for Mutual Funds).

The proposed Code seeks to permit celebrity endorsements for all specified SEBI-regulated entities, subject to prior approval from SEBI or the relevant supervisory body. Such approval would be required for celebrity endorsements at the brand/entity level.

The Code identifies the following supervisory bodies for this purpose:

  • Stock Exchanges – Stock Brokers, including Online Bond Platform Providers;
  • Depositories – Depository Participants;
  • Investment Advisers Administration and Supervisory Body (IAASB) – Investment Advisers;
  • Research Analysts Administration and Supervisory Body (RAASB) – Research Analysts;
  • Association of Mutual Funds in India (AMFI) – Mutual Funds and Asset Management Companies; and
  • Association of Portfolio Managers in India (APMI) – Portfolio Managers.
  1. Clarifying the scope of Advertisement 

Presently, there is no distinction between advertisements containing promotional content and general financial literacy content. As a result, even financial literacy content is required to comply with the regulatory framework governing advertisements.

The proposed Code seeks to distinguish between advertisements and non-advertisement communications by providing an illustrative list of communications that would not constitute advertisements. These include, inter alia, reports shared with existing clients, product/service information, regulatory communications, responses to client queries, basic factual information about the regulated entity, and non-promotional product demonstrations.

Thus, no approval/ reporting requirements would apply to communications that are purely educational or investor-awareness oriented and do not contain any promotional content relating to the products or services of a regulated entity, as such communications fall outside the scope of the proposed Code.

  1. Replacing Prior approval requirements by post advertisement reporting

Presently, the regulatory framework requires regulated entities to obtain prior approval from SEBI or the relevant supervisory body before issuing any advertisement. The proposed Code seeks to replace this requirement with a post-advertisement reporting framework, under which advertisements must be reported promptly and, in any event, no later than 24 hours from their issuance to SEBI/ relevant supervisory body.

  1. Permitting Rankings and rating in advertisements 

Presently, there is a complete prohibition on the use of ratings or rankings in advertisements depicting performance.

The proposed Code seeks to permit specified regulated entities to use ratings/rankings in advertisements, provided such ratings/rankings are assigned by a Past Risk and Return Verification Agency (PaRRVA).

Notably, any entity recognised as a PaRRVA shall, in consultation with SEBI and industry bodies, develop a methodology for rating/ranking specified regulated entities. Such ratings/rankings must disclose their methodology, clarify that they are only one factor for investor consideration, and be based on a study or survey covering all relevant market participants to ensure objectivity and comparability.

  1. Prohibition on usage of dark patterns

Presently, none of the existing frameworks expressly prohibit the use of dark patterns, such as false urgency, subscription traps, or forced actions.

The proposed Code seeks to expressly prohibit the use of dark patterns specified in Annexure I to the Guidelines for Prevention and Regulation of Dark Patterns, 2023, issued by the Central Consumer Protection Authority.

Recent amendments issued by the RBI also focus on prohibiting use of dark patterns and mis-selling by RBI regulated entities such as banks and NBFCs. Read our article on the same here

  1. Abbreviated Disclosures for Short-Format Messaging allowed

Presently, mandatory disclosure requirements apply to all forms of advertisements. These disclosures, including disclaimers thereto, are lengthy in nature and take up a lot of space. The proposed Code seeks to relax this requirement for short-format communications such as SMS and push notifications. Where space constraints do not permit inclusion of the prescribed details and disclaimers, a hyperlink to such information on the regulated entity’s official website may be provided. The website, in turn, shall contain the detailed disclosures as required (refer Para 7(4) of the proposed Code). 

Conclusion

This is a significant move by SEBI and is expected to promote ease of doing business while addressing the multiplicity of regulatory frameworks that often leave regulated entities wondering, “kya karen kya na karen, yeh kaisi mushkil haye.” By introducing a common and harmonised advertisement framework, SEBI seeks to bring greater clarity, consistency and regulatory certainty. Overall, the Consultation Paper is a welcome step in the present-day scenario.

FAQs on Advertising, Marketing and Sale of Financial Products and Services, agency and referral activities: Commercial Banks

– Team Finserv | finserv@vinodkothari.com

In order to regulate mis-selling concerns for both products/ services of regulated entities and third-parties by a regulated entity, amendments have been issued  ‘Advertising, Marketing and Sale of Financial Products and Services by Regulated Entities’, via two sets of amendment directions for Commercial Banks: 

See our other resources on the subject: 

  • Detailed write up on the Amendment Directions here.
  • Youtube video here
  • FAQs on Advertising, Marketing and Sale of Financial Products and Services, and agency activities: NBFCs here.
  • The Brochure for a half day workshop on June 26, 2025 (Physical-Bengaluru) where we will be discussing the Amendment Directions in detail can be accessed through here.

Adopting 1600-Number Series- Preventive Measure or Burden?

  • Harshita Malik | finserv@vinodkothari.com

Introduction

The Telecom Regulatory Authority of India (TRAI) has mandated the use of the 1600-series numbering for service and transactional voice calls by entities regulated by RBI (including NBFCs), SEBI, and PFRDA, to curb financial frauds through mis-selling and unauthorised communications. The Reserve Bank of India has aligned with this via a notification dated January 17, 2025, titled Prevention of financial frauds perpetrated using voice calls and SMS – Regulatory prescriptions and Institutional Safeguards (‘Circular’), requiring NBFCs to use ‘1600xx’ series for such calls to existing or prospective customers. Considering that the 1600 series numbers had been mandated by TRAI to be adopted within 1st March, 2026 for NBFCs having asset size less than Rs. 5000 crore and 1st January 2026 for NBFCs having asset size more than Rs. 5000 crore, it becomes important to understand whether all NBFCs are required to adopt this or the adoption is activity specific. In this article we discuss the implementation and adoption of the 1600 number series.

Objective

The Telecom Commercial Communications Customer Preference Regulations, 2018 (‘TCCCPR’) was brought in with the purpose of curbing unsolicited commercial communications and towards ensuring that all customer communications are made through verified and approved numbers. Pursuant to this TRAI brought in the Notification to complement its earlier issued notification dated 23 December, 2024, for government and entities in the BFSI sector (including NBFCs), suggesting a phased-wise adoption plan for using the 1600 series numbers. Further, TRAI also clarified in its Notification that adoption of 1600 series by BFSI entities will:

(a) be a major tool to curb promotional calls made in the guise of service and transactional calls, which often result in spam and potential scams; and; 

(b) provide BFSI entities a distinct identity segregating them from other callers and will also enable consumers to make informed decisions regarding call acceptance;”

Pursuant to the TRAI notification on phase-wise adoption of 1600-series by BFSI sector entities, regulated by RBI, SEBI and PFRDA (‘Notification’), the RBI on 17 January, 2025 mandated all NBFCs (including HFCs) to use the ‘1600xx’ numbering series for the purpose of making any transaction/service calls. Further, under the Circular, the RBI also clarified that the use of 1600 series numbers would help in curbing online and other frauds for the BFSI customers.

Compliance Requirement

The requirement towards adoption of the 1600 number series for making transactional and service calls stems from the requirement of Regulation 3 of the TCCCPR which states that:

Commercial communications through network of Access Providers.- 

(1) Every Access Provider shall ensure that any commercial communication using its network takes place only using registered headers or the number resources allotted to the Senders from special series assigned for the purpose of commercial communication.

(2) No Sender, who is not registered with any Access Provider for the purpose of sending commercial communications under these regulations, shall make any commercial communication, and in case, any such Sender sends commercial communication, all the telecom resources of such Sender may be put under suspension or may also be disconnected as provided under these regulations” 

Further the term “commercial communication” has been defined under Regulation 2(i) of the TCCCPR and is defined as:

means any voice call or message using telecommunication services, where the primary purpose is to inform about or advertise or solicit business for 

(A) goods or services; or 

(B) a supplier or prospective supplier of offered goods or services; or 

(C) a business or investment opportunity; or 

(D) a provider or prospective provider of such an opportunity; 

Explanation: 

For the purposes of this regulation it is immaterial whether the goods, services, land or opportunity referred to in the content of the communication exist(s), is/are lawful, or otherwise. Further, the purpose or intent of the communication may be inferred from: 

(A) The content of the communication in the message or voice call 

(B) The manner in which the content of message or voice call is presented 

(C) The content in the communication during call back to phone numbers presented or referred to in the content of message or voice call; or the content presented at the web links included in such communication.

Hence “Service Call” as defined under Regulation 2(bh) of the TCCCPR falls under the definition of commercial communication.

Do all NBFCs need to comply?

The above obligation under Regulation 3 of TCCCPR applies only to entities acting as “senders” who initiate or cause such commercial communications using telecommunication services, regulated by TRAI, to a “customer”. This suggests that entities which:

  1. do not have any customer outreach or customer interface, or
  2. have customer outreach or customer interface functions; however, do not use any calling service regulated by TRAI for communicating with the customers

would not qualify as “Senders” under the TCCCPR. Consequently, the mandate requiring the use of the 1600 series would not be applicable to such entities in practice.

The core intent of the RBI and TRAI is fraud prevention through identification of legitimate BFSI transactional calls. While the mandates as stated in the Circular encompasses all NBFCs regulated by the RBI to adopt the 1600 series, regardless of the asset-size or activity, regulatory compliance is assessed on substance over form, that is to say, the obligation to adopt 1600 series comes into picture only when an NBFC proposes to engage in (or causes) servicing/transactional voice calls or SMS with its customers.

NBFCs with zero history of such communications or NBFCs who are not intending to engage in such communications utilizing the telecommunication service regulated by TRAI, pose no fraud vector through the usage of such communication channels and thus have no practical compliance burden. Therefore for such NBFCs, proactive adoption is neither required nor operationally relevant until customer-facing communications commence or the NBFCs wish to communicate with the customers, utilizing the telecommunication services regulated by TRAI.

Does this compliance mandate extend to transactions with group entities?

The requirement relating to the use of the 1600 series numbering framework under the TCCCPR must be interpreted in light of the regulatory purpose underlying the framework introduced by TRAI. The 1600 series numbering framework has been introduced primarily to enable recipients of service and transactional voice calls to distinguish legitimate communications from telemarketing calls and to mitigate risks associated with unsolicited commercial communications and telemarketing-related frauds. In the context of intra-group lending arrangements, service-related communications are undertaken pursuant to an existing commercial relationship between entities forming part of the same corporate group. Such communications are typically operational or administrative in nature, including communications relating to servicing, monitoring or administration of an existing lending facility. These communications arise from pre-existing contractual arrangements and are not directed towards outreach or solicitation of customers or members of the public.

It is also relevant to note that the concept of “customer interaction” in financial sector regulation is generally understood to refer to engagement with external counterparties in the ordinary course of a regulated entity’s business. Where the interaction is confined to entities within the same corporate group, particularly where there is overlap in shareholding, management or control, the relationship is fundamentally different from a typical lender-customer relationship involving members of the public. Such intra-group arrangements are internal or strategic in nature and do not involve the kind of public-facing engagement that ordinarily triggers consumer protection considerations.

Further, intra-group lending arrangements are typically bespoke and undertaken based on the specific funding requirements of the relevant group entity, rather than pursuant to standardized loan products offered to the market. The terms of such transactions are usually determined on a bilateral basis and may be subject to internal governance processes, including board-level or audit committee/credit committee for related party transactions, oversight applicable to related party transactions. Accordingly, the information asymmetry and imbalance of bargaining power that consumer-protection frameworks seek to address are generally absent in such arrangements.

In addition, communications between group entities are ordinarily carried out through established internal or pre-identified channels, given the ongoing commercial relationship and the shared governance structure within the corporate group. Consequently, the risk of telemarketing-related frauds or unsolicited commercial communications, one of the principal concerns that the 1600 series framework seeks to address, is significantly weakened in the case of intra-group interactions.

In light of the above, service-related communications undertaken by an NBFC with a group entity in connection with an existing intra-group lending arrangement may not ordinarily invoke the regulatory concerns that the 1600 series framework is intended to address. Hence, where loans are provided to group entities, for the purpose of engaging in service calls the requirement of adoption of 1600 series numbers may not be required.

To further mitigate the risk, if any, which may arise during the above transactional communications, BFSI sector entities may send all transactional and service-related messages to group entities (or other third-party borrowers) via official email IDs. This approach further ensures non-applicability of the 1600-series requirements under TCCCPR, as email communications operate outside TRAI-regulated telecom networks for voice calls and SMS. Official emails provide a verifiable, auditable trail-aligned with RBI’s emphasis on digital record-keeping—while minimizing fraud risks through domain-based authentication and internal governance protocols for related-party interactions.

Does the same logic apply to Wholesale/Non-retail Lending outside the group?

The rationale exempting intra-group transactions from the 1600-series requirement extends analogously to wholesale or non-retail lending to external corporate borrowers, where service and transactional communications occur through pre-identified single points of contact (SPOCs). Loan agreements in such arrangements explicitly designate SPOCs on both lender and borrower sides, establishing a closed-loop communication channel that eliminates the anonymity exploited by fraudsters in retail contexts.

This structure inherently mitigates the spam and scam risks targeted by TRAI/RBI mandates, as borrowers rely on contractual contact details rather than unverified calls. Consequently, imposing the 1600-series here would serve little practical purpose, as the pre-existing verification framework under commercial contracts aligns with the substance of TCCCPR’s fraud-prevention objectives. NBFCs engaged solely in such lending face no operational need for 1600 numbers unless expanding into public-facing retail activities.

That said, per the strict wording of the TCCCPR Regulations, “service calls” qualify as commercial communications under Regulation 2(bh) when made via regulated telecom networks, requiring use of registered headers or special series like 1600xx under Regulation 3 . Thus, while the logic may not align perfectly with fraud-prevention intent in closed SPOC setups, BFSI sector entities must comply to avoid penalties such as telecom resource suspension-prioritising form alongside substance.

Conclusion

While the 1600-series mandate imposes a uniform compliance layer on BFSI sector entities to combat fraud via identifiable transactional calls, its practical applicability hinges on actual customer-facing communications under TCCCPR. Entities without retail outreach or public interfaces bear no operational burden, as the regulation targets external “senders” exploiting telecom networks for solicitation or service interactions.

Intra-group transactions further fall outside this scope, given their internal, contractual nature devoid of consumer protection risks like information asymmetry or spam.  Adoption also remains unnecessary for non-communicating entities, preserving regulatory substance over form.