Advertising, Regulation, and Advocacy: Inside the Latest AFSA Discussions

Shareholders Sara Costanzo and Milos Gvozdenovic recently attended the American Financial Services Association (AFSA) Annual Meeting, where industry leaders gathered to discuss the evolving regulatory and marketing landscape affecting consumer and auto finance. Among the highlights were critical updates from the Marketing Committee, which explored the increasing challenges companies face in navigating digital advertising platforms like Meta and Google. Lenders continue to encounter obstacles when posting finance-related solicitations, often facing ad rejections or restrictions that stem from broader federal oversight.

A major takeaway from these discussions centered on the role of the Federal Trade Commission (FTC) and its Bureau of Consumer Protection, which—alongside the Consumer Financial Protection Bureau (CFPB)—monitors compliance in online marketing. To avoid being flagged or blocked, finance advertisers must ensure repayment periods exceed 60–90 days, maintain interest rates below 36%, and steer clear of messaging that could resemble payday lending. These parameters highlight the tightening alignment between consumer protection priorities and digital marketing regulations, underscoring the need for compliant and transparent advertising strategies.

During the State Government Affairs Committee sessions, the focus shifted to policy priorities across states, including credit pricing, rate expansion, privacy and cybersecurity, and collections. AFSA continues to advocate against legislation that imposes unnecessary or duplicative requirements—such as additional debt validation standards, redundant licensing or registration mandates, and excessive call restrictions on creditors. With the potential dismantling of the CFPB on the horizon, many anticipate a rise in state-level regulation, which could further amplify the risk of overlapping or inconsistent compliance requirements. These efforts are aimed at preserving efficient and fair collection practices while promoting access to responsible credit options for consumers.

As AFSA and its members continue to engage in discussions at both the state and federal levels, firms like Weltman remain committed to monitoring these developments and helping creditors stay informed and compliant in a rapidly changing regulatory environment.

To stay updated on legislative activity in your state, visit AFSA’s State Government Affairs page. To learn more about Weltman’s consumer collections and bankruptcy recovery solutions, please connect with Sara and/or Milos at any time.

This blog is not a solicitation for business, and it is not intended to constitute legal advice on specific matters, create an attorney-client relationship or be legally binding in any way.