The Bank of Albania has introduced a new regulatory framework on marketing and advertising by financial institutions, significantly enhancing consumer protection and transparency in the financial sector. The changes, enacted through Decision No. 11, dated 5 February 2025, amend the Regulation “On Transparency for Banking and Financial Products and Services” and enter into force on 1 May 2025.
The revised framework introduces detailed mandatory requirements for how banks, non-bank financial institutions, payment institutions, and electronic money institutions advertise and promote their products.
What’s New? Chapter III: Marketing and Advertising for Consumers
A dedicated new chapter titled “Marketing and Advertising of Products and Services for Consumers” sets out rules that are broad in scope and strict in application.
Content Standards:
All advertising and promotional materials must be:
- Clear, accurate, and up to date
- Presented in simple and direct Albanian language
- Disclose all key terms, benefits, risks, and costs
- Avoid exaggeration, omissions, or misleading impressions.
If special conditions apply (e.g. preferential interest rates), these must be explicitly disclosed in the same communication.
Format and Channel Requirements
Marketing is now regulated across all channels:
- Printed media (newspapers, brochures)
- Electronic media (TV, radio, on-demand services)
- Online platforms (websites, apps, social media)
- Outdoor and indoor spaces (billboards, posters, transit ads)
Specific standards are introduced regarding:
- Minimum font size by channel (e.g., 85 pt for large outdoor ads, 12 pt for electronic media, 9 pt for printed or online media)
- Visibility and duration of messages in video/audio formats
Product-Specific Obligations
Credit Products (Consumer and Mortgage Loans)
Ads must include:
- The name of the bank and its contact details
- Interest rate (fixed, variable, or both)
- Total loan value
- Effective interest rate
- Duration of the loan
- If applicable, total repayment value, the necessary collateral/insurance, warning regarding the potential consequences of exchange rate fluctuations etc.
Deposit Products
Promotions must clearly disclose:
- The name of the bank and its contact details
- Annual interest rates
- Term of deposit
- Early termination penalties
Banned or Restricted Marketing Practices
The regulation restricts and, unless clearly qualified, prohibits the following practices:
- Promotions containing assessments or forecasts regarding the future performance of the bank
- Claims of market leadership (implying other banks’ inferiority)
- Use of emotionally charged or misleading messages like:
- “We pay for you”
- “Interest-free”
- “Zero fees”
- “Best offer”
- Any other expression implying guaranteed results
Documentation
Financial institutions must:
- Keep a copy of all advertisements for 5 years
- Document the approval date and publication channel
- Make records available to the Bank of Albania upon request or during inspections
What Should Banks and Financial Institutions Do?
To prepare for full compliance by May 2025, institutions should:
- Conduct a full audit of existing and planned marketing materials
- Train marketing and legal teams on the new requirements
- Revise internal review processes to ensure every promotional item is approved against the new regulatory checklist
- Update contracts with advertising partners to reflect compliance duties
These changes are part of a broader regulatory effort to enhance transparency, consumer protection, and market integrity in Albania’s financial system and reflect rising expectations for ethical marketing aligned with EU best practices.
The information in this document does not constitute legal advice on any particular matter and is provided for general informational purposes only.
