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Financial bloggers and influencers in Singapore are navigating complex ethical challenges as they balance editorial integrity with commercial sponsorships, according to industry practitioners who shared their experiences maintaining credibility in the growing financial content creator space. These concerns about blogger ethics have intensified as more individuals turn to social media personalities for financial advice and product recommendations.
The Singapore Budget Babe blogger, known as Ms Cher, revealed she has rejected sponsorships for high-risk products such as Forex trading that she would not recommend to her audience. She estimates that approximately 30 percent of her content is sponsored, with all paid collaborations clearly disclosed to her followers.
Maintaining Blogger Ethics in One-Person Operations
Unlike large corporations with clearly defined rules about accepting gifts and favors, independent content creators face unique ethical dilemmas. One blogger explained that the temptation to compromise on editorial integrity can be subtle, such as hesitating to criticize companies that provide significant referrals or advertising revenue.
The blogger acknowledged these temptations exist but emphasized that blogs ultimately live or die based on their reputation. The philosophy adopted from day one centers on maintaining objectivity, even if it means potentially losing important business relationships.
Walking Away From Lucrative Deals
Ms Cher disclosed that she has terminated sponsorship agreements even when final content was nearly complete. She conducts extensive research beyond client briefs, sometimes uncovering information that companies prefer not to publicize.
According to Ms Cher, finfluencers need sufficient knowledge to identify problems in sponsorship briefs rather than simply repeating what clients want communicated. She engages in discussions with sponsors when she believes important risk disclosures or product disadvantages should not be hidden from audiences.
The Financial Reality of Content Creation
When asked about earnings, Ms Cher declined to disclose specific figures, citing concerns about future negotiations and negative commentary. She observed that fellow finfluencers who share income details often receive inappropriate comments from their audiences.
However, she emphasized that sponsorships do not drive her core mission. Ms Cher stated she would continue creating finance content even without commercial partnerships, though sponsored product promotions would naturally decrease without compensation.
Corporate Perspectives on Influencer Partnerships
Meanwhile, financial institutions like OCBC Bank confirmed that social media represents an important channel for stakeholder engagement. Koh Ching Ching, OCBC’s head of group brand and communications, said the bank collaborates with influencers for branding, marketing, and public education efforts.
The bank values influencers’ ability to create relatable content and their extensive audience reach. Additionally, OCBC takes a thorough approach to partnerships, working exclusively with influencers whose values align with the institution and who practice responsible branding and marketing.
According to Ms Koh, the bank ensures all influencer-created content remains balanced and factually accurate. Key product features and service risks must be communicated clearly, with all sponsored content properly labeled for transparency.
Industry Standards and Disclosure Practices
The growing emphasis on blogger ethics reflects broader concerns about consumer protection in digital financial services marketing. As finfluencers gain influence over investment and purchasing decisions, the line between authentic recommendations and paid endorsements has become increasingly important to audiences.
In contrast to traditional media, independent bloggers operate without newsroom editorial oversight or corporate compliance departments. This independence creates both opportunities for authentic voices and potential conflicts when commercial interests intersect with content creation.
Industry observers expect continued scrutiny of influencer marketing practices in the financial sector, though specific regulatory frameworks for finfluencer disclosure requirements in Singapore remain under development. The emphasis on voluntary ethical standards may evolve as the industry matures and potential consumer protection concerns emerge.
