MAS Tightens Safeguards on Roadshows Selling Financial Products

The MAS initiative focuses on consumer protection in physical prospecting for financial products. By restricting activities to designated commercial areas and requiring clear disclosure and consent from representatives, the regulator seeks to prevent consumers from feeling pressured or surprised by sales pitches. This approach aims to balance consumer safeguards with allowing financial institutions to market their offerings.

This new set of rules for physical marketing complements existing safeguards for digital advertising, which MAS introduced in September 2025. The combined measures underscore the regulator's expectation that financial firms engage consumers responsibly across all marketing and distribution channels, whether in person or online. This integrated regulatory view suggests a comprehensive approach to consumer protection in financial services.

The regulatory process began with proposed tighter controls in April 2023, leading to a public consultation and a subsequent response paper. The changes will be incorporated into the Guidelines on Standards of Conduct for Marketing and Distribution Activities, planned for issuance in 2027. Financial institutions will then have a nine-month transition period to implement these new requirements, providing a clear timeline for compliance.