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Merchant Help


Affirm Merchant Help

Marketing and Compliance

Best Practices for on-site and off-site marketing, offering 0% APR financing, and important compliance guidelines.


When you partner with Affirm, we work with you to promote financing to your customers in ways that adhere to the Truth in Lending Act and Regulation Z. Ensure that your Affirm
marketing conforms to financial marketing laws.

The Federal Reserve System's method to promote informed consumer credit is the Truth in Lending Act (TILA). It requires disclosures about the terms and cost of financing. TILA includes substantive consumer protections. 

  • Businesses that violate FTC regulations may pay severe penalties to settle charges that are related to deceptive advertising. 
  • Affirm disables your account if you fail to comply with these guidelines. Failure to comply may incur further legal and regulatory action from Affirm, your customers, or outside parties, and may have legal or regulatory ramifications.

Affirm-specific guidelines

  • Certain merchants may fall under our list of prohibited businesses and be ineligible for Affirm.
  • Follow our Marketing Guidelines, which provide you with creative ways to disclose key financing terms and conditions in a clear and conspicuous manner. 
  • If you use language such as "pay over 3, 6, or 12 monthly payments" or "up to 12 monthly payments," you must include a disclosure of rates (i.e. 10% to 30% APR). 
  • Before you publish or send any Affirm promotional material to your customers, you must receive formal approval of those materials from Affirm's merchant partnerships team by emailing the materials for review at Affirm's team requires 5-10 business days to review all marketing assets. Plan your marketing according for allow for these reviews.

General guidelines  

It is unlawful for a provider of consumer financial services to engage in any "unfair, deceptive, or abusive act or practice" when offering a consumer financial product or service. Regulators may view a representation, omission, act or practice to be deceptive when it is material and misleads or is likely to mislead a customer. The representation, omission or act must be considered from the perspective of the "reasonable consumer." Acts or practices that may be deceptive include misleading cost or price claims, offering to provide a product or service that is not available, or omitting material limitations or conditions from an offer. Keep the following guidelines in mind:

  • Avoid statements that could create confusion about the fact that our loans are closed-end, installment loans. These include statements that suggest that Affirm financing is akin to a leasing arrangement or ongoing/revolving credit, like a line of credit or credit card.
  • Avoid statements that could suggest a "no strings attached" relationship when the customer would become contractually obligated to repay a loan, which may have an impact on his or credit.
  • If specific credit terms are stated (e.g., 0% down), the merchant must offer those terms to consumers.
  • Promotional language must clearly and accurately convey material limitations or conditions on the terms or availability of products and services. These conditions may include promotional features, expiration dates, prerequisites for obtaining particular products or services, or conditions for canceling services.

You marketing materials must adhere to the guidelines in the following links:


Marketing Assets

Assets Approved by Affirm can be found in the following links:

Examples of custom marketing our partners have created can be found in the link below. Take a look for inspiration, but please remember that should you decide to emulate their designs (and copy) that you ensure the terms of your promotions apply.

0% APR Promotions

After our partners have been live with Affirm for 60 days, your business may be eligible to offer 0% APR financing. A very powerful marketing tool to incentivize your customers to use financing at checkout, especially top-tier customers who want to (but may not have immediately access to the capital necessary to safely) complete their purchase. The link below will guide you how to get started with this custom financing program.


 It's important to maintain the integrity of the Affirm brand by following these guidelines:

  • Always reference assets hosted by whenever possible
    • Code
    • Images
    • Information
  • DO NOT appropriate Affirm content or imagery without consent​
    • Using Affirm logos in advertisements or promotions
  • DO NOT mask or alter Affirm's brand
    • 'White-labeling' Affirm as an in-house financing program
    • Changing Affirm materials with different content/color/design