The Reserve Bank of India (RBI) on June 15, 2026, issued the amendment Directions on ‘Advertising, Marketing and Sale of Financial Products and Services by Regulated Entities’
The following has been stated namely: -
• The Reserve Bank of India (RBI) has finalized amendments to its Responsible Business Conduct framework following stakeholder feedback on the draft directions issued on February 11, 2026. The amendments introduce comprehensive requirements relating to advertising, marketing, and sale of financial products and services, including regulation of DSAs/DMAs, prevention of mis-selling, and restrictions on dark patterns.
• The following Responsible Business Conduct Amendment Directions, 2026 have been issued and will come into effect from January 01, 2027:
o RBI (Commercial Banks - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Small Finance Banks - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Payments Banks - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Local Area Banks - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Regional Rural Banks - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Urban Co-operative Banks - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Rural Co-operative Banks - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (All India Financial Institutions - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Non-Banking Financial Companies - Responsible Business Conduct) Second Amendment Directions, 2026
o RBI (Housing Finance Companies) Second Amendment Directions, 2026
• RBI has also finalized amendments to the regulatory framework governing Agency Business and Referral Services under the Undertaking of Financial Services Directions, 2025, after considering stakeholder feedback.
• The following Undertaking of Financial Services Amendment Directions, 2026 have been issued and will also become effective from January 01, 2027:
o RBI (Commercial Banks – Undertaking of Financial Services) Third Amendment Directions, 2026
o RBI (Small Finance Banks – Undertaking of Financial Services) Second Amendment Directions, 2026
o RBI (Payments Banks – Undertaking of Financial Services) Amendment Directions, 2026
o RBI (Regional Rural Banks – Undertaking of Financial Services) Second Amendment Directions, 2026
o RBI (Urban Co-operative Banks – Undertaking of Financial Services) Second Amendment Directions, 2026
o RBI (Rural Co-operative Banks – Undertaking of Financial Services) Second Amendment Directions, 2026
o RBI (Non-Banking Financial Companies – Undertaking of Financial Services) Second Amendment Directions, 2026
[Notification No. 2026-2027/460]
