The insurance regulator has set clearer rules for influencers and content creators discussing insurance online, drawing a firm line between general education and activities that could amount to unlicensed insurance sales.
The Office of the Insurance Commission (OIC) issued guidelines concerning individuals who are not licensed insurance agents or brokers, but produce insurance-related content for digital media, including influencers, bloggers and content creators.
The guidelines are intended to protect consumers from inaccurate, exaggerated or misleading information, said OIC secretary-general Chuchatr Pramoolpol.
“Social media has become an important source of insurance information, with more influencers using digital platforms to raise public awareness of risk management,” he said.
“However, some types of content could cross into soliciting, recommending or facilitating an insurance contract — activities that must be conducted by licensed agents or brokers under Thai law.”
Content creators can only provide general insurance knowledge, explain basic principles and terminology, publish statistics, research or news from reliable sources, and explain policyholders’ rights and obligations without a licence.
They may also present factual information on general product features and policy conditions, provided they do not interpret or recommend which product is better or more suitable for a particular person, said Mr Chuchatr.
Personal experiences with insurance are also permitted, but creators must clearly state that such comments reflect individual experience and do not constitute advice to others, he noted.
DISCLOSURE RULES
A licence is required if an individual solicits, recommends or facilitates a person’s purchase of insurance from a specific company, or analyses, advises on or compares products to determine which policy, coverage, sum insured or premium is suitable for a particular individual, when compensation is linked to the number of policies sold or premiums generated.
For influencers hired by insurers or insurance sellers, a written agreement must be in place before publication. Each piece of content must receive written approval from the insurer or seller, while compensation cannot be tied to the number of policies or premiums.
Any additional personal comments or revisions must also be approved before publication. Sponsored or commissioned content must clearly identify the sponsor and disclose whether the creator holds an insurance agent or broker licence.
The OIC urged creators to present information fairly and accurately, including key benefits, limitations, conditions and exclusions. They should avoid using fear or anxiety to drive sales, creating unreasonable time pressure, making exaggerated claims about returns or benefits, or generating fake engagement.
Creators remain responsible after publication and should monitor comments and links, removing or correcting misleading or unlawful information promptly, Mr Chuchatr said.
The guidelines also reinforce a prohibition on soliciting or recommending insurance contracts offered by foreign insurers that are not licensed to operate in Thailand.
He said the regulator found public posts and videos on Facebook, Instagram and TikTok promoting foreign insurance products, including purchase links and application instructions.
Such products may leave consumers without protection under Thai law and create difficulties in making claims, as well as increasing the risk of fraud or unpaid claims.
The OIC said the guidelines aim to make digital insurance communication accurate, transparent and useful, enabling consumers to make more informed purchasing decisions. Questions can be directed to the OIC hotline at 1186.