The EBA publishes consumer factsheet on white-labelled financial products and services

The European Banking Authority (EBA) published today a factsheet to help consumers identify when a banking or payment product or service is white labelled, i.e. marketed under one brand but provided by another company. As consumers increasingly access financial products and services through online platforms, retailers and other non-financial brands, it may be sometimes unclear which company is responsible for providing the product or service. Understanding this distinction can help consumers make informed decisions, know who they are dealing with and reduce risks. For this reason, the factsheet also guides consumers on the key things to know and check before getting that product or service.   

The factsheet encourages consumers to look beyond the brand by asking simple questions before purchasing a financial product or service, including: 

• Who is actually providing the product or service?
• Is the product or service tailored to consumers’ needs?
• Which company will be responsible for handling complaints?
• What is the procedure to terminate the agreement? 

The factsheet includes practical examples and guidance to help consumers recognise situations where white labelling may be used and better understand the respective roles of the companies involved. 

The publication follows the EBA’s 2025 Report on white labelling, which highlighted both the opportunities and the potential challenges associated with this business model for consumers and other stakeholders. The report identified the need to support consumers in recognising when they may be purchasing a financial product or service that is offered under a different brand from the entity that ultimately provides it. 

By improving consumer awareness and understanding, the EBA aims to support more transparent and informed decision-making in an increasingly digital financial environment. 

Legal basis and background 

The factsheet was developed in line with Article 9(1)(b) of the EBA’s Founding Regulation, which requires the Authority “to take a leading role in promoting transparency, simplicity and fairness in the market for consumer financial products or services across the internal market, including by reviewing and coordinating financial literacy and education initiatives by the competent authorities”.  

The EBA's work on white labelling forms part of its mandate to monitor and assess market developments, including technological innovation and innovative financial services under Article 9(2) of the EBA Founding Regulation. The EBA's 2026 priorities include examining white labelling arrangements as part of its broader work on developments in financial services value chains.