Proposed Update to ASIC’s Guidance on Advertising Financial Products and Services

22 January 2026, This submission responds to ASIC’s proposed updates to advertising guidance. AFIA raises concerns that ASIC’s proposed advertising guidance overextends DDO and TMD concepts, imposing impractical targeting expectations on broad credit advertising, particularly for non‑bank and business lending, risking reduced competition, and regulatory uncertainty without commensurate consumer benefit.

 View the submission here.