Insurance Agents: Personal Websites and Social Media Rules

The rules that apply to agents' websites and social media

Three layers apply to a tied insurance agent or FA representative who markets online:

MAS's Guidelines on Standards of Conduct for Digital Advertising Activities were published on 25 September 2025 and took effect on 25 March 2026. They apply to financial institutions, including insurers, insurance brokers and financial advisers, and to their digital marketers, which include representatives, agencies and influencers. General insurance agents should also check their insurer's rules and guidance from the General Insurance Association.

What your insurer or FA firm will expect from you

The Guidelines put the responsibility on the firm, which in turn passes rules down to you. Examples MAS gives include requiring prior approval of digital marketers' social media accounts so the firm can monitor them, and keeping a register of digital advertising activity with the marketer's identity, the accounts used and campaign dates.

• Approved platforms only. Firms are expected to assess which digital media are appropriate. MAS cites deceptive practices such as catfishing on social platforms as a problem it has seen.
• Approved content only. Use the firm's templates or get each post or page approved. Do not edit approved material afterwards.
• Reposts count. MAS says firms are responsible for content their marketers re-post or share, including customer reviews and third-party endorsements.
• Monitoring. Expect your firm to watch your accounts with surveillance tools and to ask you to remove content.

What you can and cannot post on social media

The core rule from MAS is that each advertisement must not be misleading when viewed on its own. Social media character limits are not an excuse to drop the risks or conditions.

If a product is meant only for a particular group, such as accredited investors, MAS says the advert should be labelled with the target customer segment.

Building a compliant personal website or landing page

A personal site works best as a simple, approved profile with a way to book a meeting, rather than a product catalogue. A practical structure:

1. 1

   Check your firm's policy first

   Ask your agency or compliance team whether personal websites are allowed, which domain names are acceptable, and whether they provide templates.

2. 2

   Show who you are and who you represent

   Your name, the insurer or FA firm, and your representative number. Clients can check you on MAS's Register of Representatives.

3. 3

   Keep product content to approved material

   Use the firm's approved descriptions, or link to the insurer's official product pages instead of writing your own.

4. 4

   Add a lead form with proper consent

   Collect only what you need (name, contact, preferred time). State the purpose and get consent for follow-up. Do not ask for NRIC numbers on a website form.

5. 5

   Submit the site for approval and keep records

   Get written approval before going live, and again after changes. Keep copies with dates.

6. 6

   Secure it

   Use HTTPS, MFA on the website and domain accounts, and send form submissions to your work email, not a personal inbox.

Our guides to NRIC collection rules and website privacy policies under the PDPA cover the data side.

Lead capture, PDPA consent and Do Not Call checks

Leads are where agents most often slip on data rules. LIA's framework also lists PDPA breaches, such as failing to get consent before collecting or using personal data, as disciplinary matters.

The Do Not Call Registry applies to marketing calls, texts and faxes to Singapore numbers. Our Do Not Call Registry guide explains when you must check and how.

Impersonation: fake agent profiles and ads

Scammers copy real agents' photos and names to sell fake policies or collect payments. LIA's framework itself lists impersonation and customers transferring premiums to a representative's own bank account as serious breaches, so make the safe path obvious to clients:

• State on your site and profiles that premiums are only paid to the insurer, never to you personally.
• Use one consistent name and handle across platforms, and list your official accounts on your website.
• Never ask clients for their Singpass details; LIA lists this as a breach too.
• Turn on MFA for every social account and your email, so your real accounts cannot be hijacked.
• Report fake profiles quickly to the platform and your firm. Our guide to fake social media ads impersonating your business covers reporting steps.

Do it yourself or get help?

Your firm's compliance team decides what you may publish; a web developer cannot approve content for you. Where help is useful is building a clean, fast profile site with a consent-based lead form and good security, in a format that is easy to submit for approval.

We build single-page profile sites as a Landing Page (S$690) or a fuller Business Website (S$1,490), and set up consent wording, privacy policy and data handling with our PDPA Compliance Pack (S$690). All content goes through your firm's approval before launch.