Marketing Resources & Rules
The success of your business is important to us, and we’re here to help you get the most from offering PayItMonthly.
This guide brings together everything you need to confidently promote PayItMonthly to your customers — including digital ready-to-use visuals, messaging and our latest range of physical Point of Sale.
Because PayItMonthly is a financial service, it’s important that any promotion is clear, responsible, and follows the rules set by regulators like the Financial Conduct Authority (FCA) and Advertising Standards Agency (ASA).
When you follow this guidance, you’re not just staying compliant — you’re also building trust with your customers and helping them make informed choices.
Advertising Standards
The ASA (Advertising Standards Authority) sets out rules and guidance that apply to all forms of advertising, and it’s important that your marketing complies with any that are relevant. The ASA has also issued specific guidance around advertising Buy Now Pay Later (BNPL) services, which you can read here.
As a partner, you're responsible for ensuring your promotions meet these requirements. Failing to follow the rules could result in an ASA investigation and possible sanctions.
Key ASA advertising rules include:
• Advertising must be fair, clear, and not misleading.
• All marketing should be prepared with a sense of responsibility to consumers and wider society.
• Advertising of BNPL services must clearly state that BNPL is a form of credit.
• Information must be presented in a way that’s easy for the intended audience to understand.
• Ads should not exploit consumers' inexperience or vulnerability.
• Advertising must clearly outline the nature of the credit agreement, including any fees, limitations, penalties, and cancellation terms
Financial Promotions
A financial promotion is any message — online or offline — that encourages or invites a customer to engage in a regulated financial activity. This includes promoting the option to pay in instalments using PayItMonthly.
The Financial Conduct Authority (FCA) regulates advertising for most financial services, including Buy Now Pay Later-style products. They require that all financial promotions are fair, clear, and not misleading, and that they give a balanced view of both the benefits and the potential risks of using the service.
In most cases, any mention of PayItMonthly in a promotional context will count as a financial promotion. This means it may need to be approved by someone authorised by the FCA — even if your business is not FCA-regulated. By offering PayItMonthly as a payment method, you are still making a financial promotion.
It’s essential to get this right. Promoting financial services without the proper approval is a criminal offence under the Financial Services and Markets Act 2000, and could lead to serious consequences — including fines or criminal liability for directors or other individuals involved.
Monitoring and Compliance
To help ensure that PayItMonthly is promoted in a responsible and legally compliant way, we may review your marketing activity — including through automated tools or manual checks.
If we identify a financial promotion that doesn’t meet regulatory requirements, we’ll contact you with clear guidance on what needs to be changed. If the issue isn’t resolved, we may withhold payouts, suspend your access to PayItMonthly, or terminate our agreement with you.
In serious or repeated cases, we may also report the matter to the relevant regulatory authority, such as the Financial Conduct Authority (FCA) or the Advertising Standards Authority (ASA), as appropriate.
Encouraging Responsible Spending
At PayItMonthly, we take responsible lending seriously. Every customer goes through careful credit and affordability checks before they’re approved to use our service. Our goal is to support confident, informed spending — never impulse buying or financial overreach.
As one of our partners, you play an important role in helping customers use PayItMonthly in a healthy and sustainable way. That means making sure your marketing does not encourage:
• Careless or compulsive spending
• Large or high-cost purchases outside someone’s typical budget
• Buying to improve one’s mood or emotional state
• Using PayItMonthly to solve financial problems
• Making purchases when they don’t have the funds available up front sometimes referred to a “payday loan” or as to act as bridge between paydays.
These principles apply to your entire ad, not just the part that references PayItMonthly. Avoid any imagery, tone, or messaging that could suggest irresponsible spending or financial pressure.
Other Important Rules & Restricted Activities
To ensure your marketing is responsible, compliant, and aligned with PayItMonthly’s values, please follow these guidelines:
Prohibited Content & Themes
Do not associate PayItMonthly with or feature:
• Fraudulent, misleading, defamatory, hateful, violent, or illegal content
• Discrimination (based on race, religion, gender, age, disability, sexual orientation, etc.)
• Gambling, payday loans, unregulated financial advice, or cryptocurrency conversion
• Overtly sexual, obscene or criminally themed content
• Drugs, drug paraphernalia, or drug references
• Military equipment, luxury goods, used cars, or phone credits
• Counterfeit or pirated products, pyramid schemes, debt recovery, or unlicensed financial/business investments
• Unverified or potentially misleading claims relating to sustainability, the environment, climate change or similar green credentials
• Messaging that implies association with social justice, ethical impact or corporate social responsibility without credible substantiated backing.
Responsible Messaging Only
Do not target vulnerable groups (under 18s, those with money difficulties, etc.)
Avoid trivialising credit, encouraging mood-based spending, or depicting PayItMonthly as a fix for financial issues.
Do not use data unlawfully, infringe privacy, or collect personal info without consent. This includes promoting PayItMonthly through spam, malicious software, or unsafe technical methods.
Website Integrations
Our website integrations enable you to offer PayItMonthly right at checkout. You choose the max monthly instalments as well as credit limits and your customers enjoy a smooth way to spread the cost.
It is important to note that much like using our logo, when utilising a shopping cart integration you must display our full disclaimer.
Full disclaimer (for where space allows e.g. in website footer, copy or email footer)
“PayItMonthly is a form of credit that allows you to spread the cost of your purchase over monthly instalments. You must be 18 or over, a UK resident (excluding the Channel Islands), and meet our eligibility criteria. All credit is subject to status and affordability checks.
Late or missed payments could impact your ability to access credit in the future.
PayItMonthly is not currently regulated by the Financial Conduct Authority. Terms and conditions apply. For full details, visit payitmonthly.uk/terms”
Limited space disclaimer (for where space is limited e.g. a website banner or paid advertising).
PayItMonthly is unregulated credit. 18+, UK only. Credit subject to status. T&Cs apply see payitmonthly.uk/terms
Got a question?
If you have any questions about these guidelines or how to promote PayItMonthly correctly, we’re here to help — just get in touch at support@payitmonthly.uk and a member of our team will be happy to assist.
Please note: We are unable to provide legal advice. It is your responsibility to ensure your marketing complies with all applicable laws and regulations and it is also your responsibility to display the legally required disclaimers. All marketing should be approved by an FCA approved person.