Klarna is launching an “influencer council.” 

Klarna is launching an “influencer council.” Buy now, pay later services are picking up among young consumers, and YPulse research found that 22% of 13-39-year-olds say they have used a “buy now, pay later” or payment installment service. To continue targeting those young shoppers, Klarna is setting up an “influencer council” in the U.K. to “ensure clear guidelines surrounding promotion of its tools.” The council will aim to provide “the utmost clarity and transparency for consumers, brands, influencers, and advertising bodies” by developing a Whitepaper that includes guidelines about what is acceptable and what is not regarding advertising financial products and services including their own. Their research found that more and more British consumers “are turning to influencers for financial guidance,” reporting 53% of 16-24-year-olds who have seen an influencer or a celebrity giving financial guidance have acted on it. Our influencers and celebrities report found that 77% of 13-39-year-olds have tried or learned about something from an online celebrity. (Talking Influence)