Buy now pay later best practice




The campaign is delighted to share that ASOS has become the first retailer to commit to BNPL marketing best practice 🎉 🎊

Working in collaboration with the campaign, ASOS will implement additional responsible spending messaging across BNPL products in the coming months.

Since writing to ASOS CEO Nick Beighton in August, Alice, who initiated the #regulateBuyNowPayLater campaign in June, has been working with the business to advise and support the implementation of this best practice across ASOS’ marketing channels.

We're now calling on all retailers to consider how they might also become a forerunner in the responsible promotion of BNPL. 


Please read the letter below and download the best practice document.



A letter to retailers

Since June 2020, the #regulateBuyNowPayLater campaign has been calling for greater protection for young and vulnerable consumers from Buy Now Pay Later (BNPL) products and adverts. Great progress has been made; over 250 consumers have shared their story and now the FCA has concluded that BNPL needs regulating. 

The campaign understands that Buy Now Pay Later products have their place and can be useful to some consumers. It’s also the case that they enable retailers to offer a variety of payment options which can be beneficial to both the retailer and the customer. The campaign welcomes consumer choice and the use of technology to improve financial services.


However, we also know that BNPL encourages consumers to spend higher sums than they would when paying upfront. This is in part because consumers may use BNPL as a tool to better manage returns, but it’s also the case that some consumers are being enticed into overspending and in turn are at a greater risk of falling into problem debt. Anecdotal evidence collected over the course of the last few months would suggest that younger, female consumers, with lower levels of financial literacy, are at most risk. Many cite the pressures of social media and a desire to ‘keep up’, the ease at which they fall into a debt spiral and the glamorisation and promotion of these products as a ‘risk-free’ payment option.  Please see the case studies contained in the best practice document.

The campaign encourages consumers to take personal responsibility. However, in order to promote good choices, the perils of bad choices must be understood. Unfortunately, many young people haven’t been equipped with the tools to make good financial decisions and the absence of risk wording on unregulated BNPL products has created a perfect storm; without a counterbalance to the so called ‘risk-free’ promotion of BNPL, particularly in the current economic climate, we’ll see a growing number of young people getting into financial difficulty, to which there is an economic and mental-health cost. 



There is, however, an opportunity. In the absence of regulation, retailers can make a choice to promote BNPL responsibly.



The campaign invites you to consider how you might adapt your existing communications around BNPL and in turn, become a forerunner in the responsible promotion of these financial products. Undoubtedly, being a leader in the protection of young consumers will further your brand's position as a responsible and ethical retailer.


It is the campaign’s hope that the following best practice guidelines will be helpful to you.


Yours faithfully,


Alice Tapper

👈 Download the best practice