NCCP Marketing Rules: What Brokers Can and Cannot Claim
ADS Team
Author
August 29, 2026
about 1 month ago
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In short: Broker marketing sits under the NCCP Act and ASIC Regulatory Guide 234. The practical rules: display your credit licence or representative number, show a comparison rate wherever you show an interest rate, avoid unqualified superlatives, and never promise an outcome your advice process cannot deliver.
Key takeaways
- Comparison rate must appear wherever an interest rate is advertised.
- Your ACL or credit representative number must be displayed.
- "Guaranteed approval" and "best rates" are the classic problem claims.
- Testimonials must be genuine and must not imply a typical outcome.
Claims that cause problems
| Claim | Problem |
|---|---|
| "Guaranteed approval" | You cannot guarantee a lender's decision |
| "Best rates in Australia" | Unsubstantiated superlative |
| "We beat any rate" | Absolute claim you cannot always honour |
| Rate shown without comparison rate | Breaches disclosure requirements |
| "Bad credit? No problem" | Implies an outcome regardless of circumstances |
What to do instead
Specific, substantiated statements outperform superlatives anyway. "We compare 40 lenders" beats "best rates" because it is verifiable and tells the reader something concrete.
Case studies work if they are genuine, de-identified with consent, and do not imply the result is typical. Say what happened, not what will happen for the reader.
Best interests duty and your copy
Since 2021 brokers owe a best interests duty. Your marketing should be consistent with an advice process that genuinely assesses suitability.
Copy promising a specific lender or product before knowing anything about the client sits awkwardly against a duty that requires the recommendation to follow the assessment.
Frequently asked questions
Do I need a comparison rate on social media?
If you advertise an interest rate, yes - the requirement applies to the medium generally. The practical answer is not to advertise specific rates on social channels at all.
Can I use client testimonials?
Yes, with consent, if genuine and not implying a typical outcome. Do not edit them to remove qualifications, and keep records of consent.
What must appear on my website?
Your credit licence or credit representative number and the licensee's details, plus a general advice warning where content is advice-adjacent.
Related reading
- SEO for Mortgage Brokers: Suburb Pages That Actually Rank
- Real Estate Agent and Accountant Referral Partnerships
- Google Business Profile: The Underrated Local Lead Source
Sources
- Regulatory Guide 234: Advertising financial products and services — ASIC
- Regulatory Guide 273: Best interests duty — ASIC
Information current as at 2 September 2026.
General advice warning: This article contains general information only. It does not take into account your objectives, financial situation or needs, and it is not personal credit or financial advice. Consider whether it is appropriate for you and seek advice from a licensed credit representative before acting.
Any interest rate shown is an example only and is not an offer of credit. Where a rate is quoted, the applicable comparison rate is available from the relevant lender and should be considered alongside it.
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