Social media and advertising rules for mutual fund distributors

The SEBI disclosure circular (26 February 2026)

• Effective 1 May 2026.
• Your registered name and registration number must appear prominently on all communication and marketing: websites, social media handles and posts, email signatures, visiting cards and promotions.
• On social media, near the handle name on the home page AND at the start of each piece of content, show (a) the principal entity's (AMC's) SEBI registered name and number, then (b) your own registered name and ARN.
• Your home page lists all the AMCs you are empanelled with. Each piece of content shows only the entity relevant to it.
• No unsolicited suggestions of specific products and no return claims. Investor education content is still allowed.
• AMFI has warned that non-compliance can bring regulatory or penal action.

Standard titles to use

The AMFI Master Circular also requires the tagline "AMFI-registered Mutual Fund Distributor" with your name and ARN on all communication (website, app, print, electronic, business card, signboard), in at least font size 12 in print.

Register your handles with AMFI

Your social media handles, apps, website and email domain must be filed on the AMFI ARN portal. They are shown publicly in AMFI's "Locate a Mutual Fund Distributor" search. AMFI set 30 September 2026 as the final deadline to file these details.

Names you cannot use

• Under Reg 3(3) of the SEBI Investment Advisers Regulations (from 3 July 2020), you cannot use "Independent Financial Adviser", "IFA", "Wealth Adviser" or similar unless you are a SEBI Registered Investment Adviser.
• Barred in MFD business names: Adviser or Advisor, Financial Adviser, Investment Adviser, Wealth Adviser, Wealth Manager(s), Consultant(s) and similar terms.
• AMFI keeps a list of permissible and non-permissible names in the Master Circular appendix. For unclear cases, email contact@amfiindia.com.
• Your name must reflect the registration you hold, and you must tell clients you act as a mutual fund distributor.

Finfluencer rules (2024)

• SEBI-regulated entities and their agents, explicitly including MFDs, cannot associate with unregistered persons who give securities advice or make return or performance claims. This covers money, referrals, IT integration and similar links.
• Partners who only do investor education are allowed, as long as they make no specific suggestions or performance claims.

Past performance in your content

• The Code bars indicative or assured returns. Use AMC-provided material, and show scheme numbers only as SEBI and AMFI advertising norms allow.
• PaRRVA (Past Risk and Return Verification Agency) went live on 4 May 2026, but today it applies to Investment Advisers and Research Analysts, not MFDs.
• SEBI is working on a common advertisement code for all intermediaries; it has not been issued as of 4 October 2026.