Compliance
What your ad landing page has to carry before it goes live
A landing page for a credit ad is part of the ad. The rate rule, the licensing line, the form notice and the approvals all have to sit on the page itself, because a link to somewhere else cannot fix what the headline said.
Rebecca TicknerMFAA member & finance broker · founder, WeCompound
Published 7 min read
Topics: Landing pages, Compliance, Google Ads, First home buyers, Commercial, Checklist
On this page
Mortgage broker landing page compliance comes down to one idea: the landing page is part of the ad. It carries no rate unless the comparison rate sits beside it, makes no claim the page cannot back up, puts a collection notice on the form and the licensing line in the footer, and goes to your aggregator before it runs.
I am a credit representative myself, so I write these pages from inside the same rules you work under. This is how I read them, not legal advice: your compliance manager has the final word on your pages. Why the ads need a page of their own is in the note on landing pages.
Anatomy.
The eight things a broker landing page carries
First home buyer broker
Deposit, borrowing capacity and the schemes, worked through before you apply.
ASIC guidance. It repeats the search and promises nothing. RG 234.34: the headline claim must not itself be misleading, and the more a qualification is needed, the more prominent it has to be.
No rate on this page. Your rate depends on your situation and lender criteria.
First name
Phone
About the loan
[Your brokerage] collects these details to respond to your enquiry. See our privacy policy for how we handle them.
Request a call
“[A review in the client’s own words]”
[Name], Google review, [month and year]
We use cookies for analytics and advertising. Accept or decline.
[Entity] ABN [number]. Credit Representative [number] of [licensee], Australian Credit Licence [number].
Privacy policy · Complaints
1. ASIC guidance
A headline the page can back up
It repeats the search and promises nothing. RG 234.34: the headline claim must not itself be misleading, and the more a qualification is needed, the more prominent it has to be.
Source: ASIC RG 234Why the page is part of the ad#
ASIC's advertising guide, RG 234, lists search engine ads among the forms internet advertising takes, and it is direct about what a link can and cannot do. RG 234.36 says a statement referring the consumer to another webpage will not be sufficient to correct a misleading headline claim. RG 234.173 says a click through to more information cannot be used to correct a misleading overall impression.
Read together, the ad and the page it lands on each have to stand up on their own. A disclaimer on your main site does not rescue a headline on the landing page, and a comparison rate on the main site does not travel with a rate on the landing page.
The June 2026 edition of RG 234 also names intermediaries, lead generators among them, as promoters it applies to. If an agency builds your landing page, it is still your ad, and the agency is inside the guide as well.
What a link elsewhere can carry
- The full privacy policy, one click from the form
- The complaints process, one click from the footer
- The detail behind a statement on the page, such as how you are paid
What has to be on the page itself
- The comparison rate, beside any rate the page states
- The qualification on any headline claim
- The collection notice, at the form
- The licensing line, in the landing page footer
The rate rule#
If the page states an interest rate, it has to state a comparison rate (RG 234.56, from section 160 of the National Credit Code). The comparison rate must not be less prominent than the rate, and ASIC's examples of less prominent include smaller or faded type, a comparison rate you have to click or hover to see, and one placed away from the rate (RG 234.58).
That last example matters on a landing page, where a rate in the first screen and a comparison rate in a footnote is the easy mistake. The warning that goes with a comparison rate is its own requirement on top (RG 234.60).
My own answer on landing pages is simpler: no rates. A rate on a page built for paid traffic goes stale the day a lender reprices, and a first home buyer page does its job without one.
The simplest landing page to get through compliance is the one with no rate on it.
The form and the tags#
The form is where the page collects personal information, so it carries the privacy layer. Ask for what a first conversation needs: name, phone, email and a line about the loan. APP 3 is the principle about collecting only what you need, and income or a date of birth on a first enquiry is more than a first conversation needs, which costs you completions as well.
Above the button goes a short collection notice: who is collecting, why, and where the privacy policy is. APP 5 is the principle behind it, and the MFAA member privacy templates put the notice on the form itself rather than leaving it to the policy page.
The Google tag that records the ad click is a tracker, so the cookie banner sits in front of it, and the privacy policy names it and says where its data goes. A page built for paid traffic is the page most certain to carry that tag, which is why it needs the banner most.
The licensing line#
In the footer of the landing page itself: your entity name and ABN, your credit representative number, and your licensee's name and Australian Credit Licence number. It is the same block the website compliance checklist puts in the main site's footer. If you advertise under a company name, check whether your licensee wants the corporate credit representative number rather than your individual one.
For a web page this one is expectation rather than black letter law: the licence number rule RG 234 cites, section 52 of the National Credit Act, is written for printed advertisements. MFAA and FBAA expect the line, aggregator compliance reviews commonly ask for it on every page, and it is the number a borrower uses to check you on the ASIC register.
It is also one of the most common gaps. In the broker website study measured on 2 September 2026, 20 of 54 sites showed no credit licence or credit representative number anywhere, 37 percent of the sample.
Two loan types, two compliance reads#
Two loan types means two compliance reads, not one copied across. The first home buyer page is consumer credit, so the National Credit Code rate rules above apply in full.
For a commercial page, ask your compliance manager which rules your licensee applies to business purpose lending before it goes to review, and write it to the same standard either way. RG 234.4 uses credit products and credit services to cover credit facilities under the ASIC Act as well as credit activities under the National Credit Act, so ASIC's advertising guidance still reaches a business purpose page.
Two pages, two reads.
“I built two dedicated landing pages this week for a broker. One for First Home Buyers & one for Commercial Lending.”
Two approvals outside the page#
Two approvals sit outside the page, and either one can stop a campaign that is otherwise ready. Do them in the setup week, not after launch. Then read the page yourself on your phone, top to bottom, as the borrower would, before it goes anywhere.
Before the first dollar goes through
Google's rule
Financial services verification
Google asks advertisers of financial services in Australia to be verified before those ads can serve, including proof of ASIC licensing. Google's page sets out who needs it.
Your licensee's process
Your aggregator's approval
Ask your aggregator whether every ad and landing page needs their approval before it is published, and how long a review takes. Build that time into the launch.
Your call
Your own read
The headlines a compliance review marks up most often promise an outcome, a speed or a feeling. Read every headline for those three before anyone else does.
How we run it.
Compliance comes before the campaign
On the Google Ads service, every headline, description and landing page block goes to your compliance team in the format they review, before anything is switched on.
See how the Google Ads service worksRelated tool.
Check the whole site, not only the landing page
The complimentary website audit reads your site against the MFAA, FBAA and ASIC standards, by a working broker, and returns a written report of what to fix first.
Request the website auditCommon questions
Put it there. The licence number rule ASIC's RG 234 cites is written for printed advertisements, so on a web page the licensing line is industry expectation rather than black letter law, but MFAA, FBAA and aggregators expect it on every page, landing pages included. Show your entity, ABN, credit representative number and your licensee's Australian Credit Licence number.