Advertisements promoting a particular bond or debt security may also have to carry a wider set of standardised disclosures.
Sebi is looking to tighten the way online bond platforms advertise investment products, proposing fresh restrictions on urgency-led marketing, influencer promotions and claims that could make debt investments appear safer or more rewarding than they actually are.
In a consultation paper, the Securities and Exchange Board of India has proposed a revised advertisement framework for online bond platform providers, or OBPPs, as digital marketing becomes an increasingly important route for selling fixed-income products to retail investors.
A key focus of the proposal is advertising that relies on behavioural nudges or fear-of-missing-out messaging. Sebi wants platforms to avoid promotions that create artificial urgency or encourage investors to act before properly assessing the underlying security and its risks.
The regulator has also flagged broad claims such as “high yield”, “high rated” and “high returns”. Under the proposed framework, such terminology would need to be backed by adequate information rather than being used as standalone marketing hooks.
More disclosures for security-specific advertisements
These could include details such as the name of the issuer, tenor, credit rating, type of security, clean and dirty price, yield to maturity and the Credit Risk-o-meter.
The move is aimed at ensuring that investors see relevant risk and pricing information alongside promotional messaging, rather than evaluating products purely on advertised returns.
‘Fixed returns’ cannot imply guaranteed returns
Sebi is also seeking greater caution around phrases such as “fixed returns”, “predictable returns” and “passive income”.
Where “fixed returns” is used in advertising, platforms may be required to prominently clarify that returns are not guaranteed. The communication would also need to make investors aware that debt securities remain exposed to market, credit and default risks.
The proposed framework comes as bond investing platforms increasingly use social media, digital campaigns and creators to reach retail investors.
If implemented, the revised rules would apply in addition to the common advertisement code governing specified Sebi-regulated entities.
Sebi has sought stakeholder feedback on the proposals until September 11, 2026.
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First Published on August 24, 2026, 10:50:05 IST
