EBA issues consumer guidance on white-labelled financial products in Europe

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EBA guidance on white-labelled finance

Highlights

The European Banking Authority issued a factsheet guiding consumers on how to identify the actual provider behind white-labelled financial products in Europe.
The guidance, linked to the EBA's 2025 report, addresses opportunities and risks of white labelling, urging transparency in branding versus product provision.
The EBA emphasizes increased regulatory scrutiny as online channels and non-financial brands expand their role in distributing banking and payment products.

Consumer guidance on provider identification

As reported by European Banking Authority, the new factsheet explains how consumers can spot cases where a financial product or service is marketed under one brand but provided by another company. The guidance is designed to help users understand who they are dealing with before taking out a banking or payment product.

The factsheet urges consumers to look beyond branding and ask a set of practical questions before making a purchase. These include who is actually providing the product or service, whether it is suited to their needs, which company is responsible for handling complaints, and what procedure applies if they want to terminate the agreement.

The publication also includes practical examples intended to help consumers recognise when white labelling may be in use and better understand the respective roles of the companies involved.

Link to earlier EBA review and market impact

The move follows the EBA's 2025 report on white labelling, which highlighted both opportunities and potential challenges linked to the business model for consumers and other stakeholders. That report identified a need to help consumers recognise when a financial product is offered under a different brand from the entity that ultimately provides it.

By raising awareness of those arrangements, the EBA is seeking to support more transparent and informed decision-making in an increasingly digital financial market. The guidance also reflects broader regulatory attention on how financial products are distributed as non-financial brands and online channels play a larger role in consumer access to banking and payment services.

Our earlier article on SEON’s expansion in the Philippines looked at how rapid digital payments growth and tighter compliance requirements are increasing demand for fraud prevention and risk management tools. We noted that SEON is leveraging a partnership with Exist Software Labs to move beyond fintech clients and reach traditional banks, remittance providers, and payments businesses, where providers are under growing pressure to strengthen controls and protect customer trust.

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