Skip to main content

Merchant Help Center


Affirm Merchant Help Center


Affirm can work up to 3x better for our merchant partners by including on-site marketing and deploying newsletters or abandoned cart emails.  

As a lender, there are certain legal restrictions to messaging the Affirm product offering in order to stay compliant. Affirm takes compliance extremely seriously -- in order to keep our partners and ourselves safe from regulatory repercussions, we ask that merchants please send marketing materials including site banners, messaging, landing pages and email communications to the Affirm Merchant Success Team for review prior to deploying live on a site. To contact the Merchant Success Team, please email

See below for some easy, quick guidelines to help craft your marketing messages.

The marketing messages here must be used exactly as written below. Marketing copy that is related to Affirm financing must be distributed to all customers. Any alterations to the messaging must be approved by Affirm before it can be published.

All applicable disclosures that are detailed below are required when they are associated with the following marketing messages. Affirm must review and approve the format of any marketing material before it is published. Affirm’s final legal review is context-specific, so content and format are both important.

General Guidance

Disclosures may appear on the creative asset itself, or within one click via a link on the creative titled "Learn More." Disclosures must be clear and conspicuous: 

  • Disclosures must not be buried in the copy on the landing page or within the creative. 
  • The consumer does not need to scroll to view it and the font/font size does not make the disclosure inconspicuous. (When scrolling is necessary due to screen size, use text or visual cues to encourage consumers to scroll to view the disclosure.)
  • Disclosures must be segregated from everything else by formatting. For example, you may outline disclosures in a box or use a different type style.  

Approved language

  • Message: "Choose your monthly payments"
    • Disclosure: None
  • Message: “Pay over 3, 6 or 12 months."
    • Disclosure: "Rates from 10-30% APR"
  • Message: "Buy Now, Pay Later."
    • Disclosure: None
  • Message: “Pay over time in fixed monthly installments.  Choose Affirm to pay at checkout."
    • Disclosure: None
  • Message: "Finance your purchase with rates as low as 10%. Choose Affirm to pay at checkout."
    • Disclosure: "Rates from 10% to 30% APR. Choose from various loan terms."
  • Message: "Pay in monthly installments as low as $[__]. Choose Affirm to pay at checkout."
    • Disclosure: "Based on the advertised purchase price of $--- at 10% APR for 12 months"

Check Approved Marketing Copy to find creative ways to disclose key financing terms and conditions in a clear and conspicuous manner. 

  • If you use language such as "pay over time" or "choose your monthly payments," a disclosure of rates (i.e. 10-30% APR) must be included. 
  • 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 us at


Generally, 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.