The Bank of Portugal published this Tuesday a practical guide to clarify the advertising rules for financial institutions, which came into force in July of last year. The document aims to support institutions and promote a more consistent application of the rules regulating advertising in retail banking markets, contributing to the dissemination of clear, rigorous and transparent information to banking customers.
Among the detailed rules are minimum font sizes on advertising posters, ranging from nine points in print media to ninety points on billboards, always using the Arial font as reference. In digital formats, the assessment of font size must be based on a zoom of 100%, while in audiovisual formats the smaller of the screen dimensions should be used as reference, regardless of whether the format is vertical or horizontal.
The guide pays special attention to advertising on digital channels, specifying that information with similar prominence, such as the APR, and highlighted benefits must be within the same field of view. If the user has to click, turn the page or scroll to access this information, the format does not meet the requirements. In the case of automatic publications, such as carousels that advance on their own or videos, the requirement is considered met provided the information is presented immediately afterwards.
Regarding reporting to the Bank of Portugal, the only exception foreseen for social networks is institutional advertising on the institution's own pages. Campaigns resumed with materials exactly the same as those already reported do not need a new report, unless there is some change. The guide also clarifies that it is not necessary to ensure compliance of the history of publications prior to July 1, 2025, but if such content is broadcast again, it is considered new material and is subject to the rules.
