Study finds 70% of finance TikTok videos lack qualified creators, 60% omit risk warnings
A BrokerListings.com analysis of 150 finance‑focused TikTok clips shows 70% of creators have no verifiable qualifications and 60% fail to disclose investment risks, prompting new EU guidance and legislation.
A study of 150 finance‑related TikTok videos (each with ≥100,000 views) finds 70% of creators lack verifiable financial qualifications and 60% do not disclose the risks of the products they discuss.
Study findings
The Euronews Business article (13 Aug 2026) reports that the platform’s analysis identified "more than 70% of the videos' creators did not display a clear relevant background in financial services or suitable qualifications sufficient to provide reliable advice to the public" and that "more than 60% of the videos did not adequately explain the potential risks or downsides to the financial products or situations they discussed". The sample covers videos that amassed at least 100,000 views each, representing the most widely seen finance content on TikTok.
Regulatory response
In April 2024 the European Parliament backed minimum‑standard legislation for so‑called “finfluencers”, citing hidden advertising, misleading claims and AI‑generated content as key risks. Earlier in 2024 the European Securities and Markets Authority (ESMA) issued guidance warning that existing investment‑recommendation rules apply to financial content posted on social media. Both bodies reference the same concern highlighted by the BrokerListings.com study – that unqualified advice reaches large audiences without proper risk warnings.
Investor trust and implications
A 2024 BaFin survey found that 50% of Millennials and Gen‑Z investors consider social media a reliable source of financial information, while 60% view it as a good alternative to professional advice. The combination of high trust and the prevalence of unqualified, risk‑silent content creates a regulatory gap that EU authorities are now seeking to close.
| Metric | Percentage | Base | Period |
|---|---|---|---|
| Creators without clear qualifications | 70% | of videos studied | 2026 study (published Aug 13 2026) |
| Videos lacking risk disclosure | 60% | of videos studied | 2026 study (published Aug 13 2026) |
| Young investors trusting social media | 50% | of Millennials and Gen‑Z respondents | 2024 BaFin survey |
| Young investors seeing social media as a good alternative | 60% | of Millennials and Gen‑Z respondents | 2024 BaFin survey |
With half of young European investors already treating TikTok advice as credible, the EU’s pending finfluencer legislation could force platforms to enforce disclosure standards, label sponsored content and verify creators’ credentials. Failure to comply may expose platforms to enforcement actions under existing investment‑recommendation rules.
Until the legislation is enacted, regulators are urging investors to seek advice from qualified professionals and to scrutinise any social‑media recommendation for clear risk warnings.
